The Cluetrain Manifesto is a work of business literature collaboratively authored by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger. It was.

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Brilliantly on target and ceaselessly entertaining, this express train to ‘Net commerce awareness stops only long enough to hit you between the eyes with the realities of “voice” and then speeds along to surprise again.

People of earth…

These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. Seth Godinauthor of Permission Marketing.

Companies must ask themselves where their corporate cultures end. When we’re not busy being your “target market,” many of us are your people. We, the People of the Net, cannot fathom how much we can do together because we are far from finished inventing how to be together.

As a result, markets are getting smarter, more informed, more organized.

E-commerce Business books Books about the Internet Internet properties established in American websites. The community of discourse is the market. Tribes give rise to Us vs. In the Kingdom of Nanifiesto, we are users, not makers. These corporate singularities are dangerous not because they are evil.

Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships. Please stop dressing up ads as news in the hope we’ll miss the little disclaimer hanging off their underwear.

Don’t they understand this? Seeing the Internet as forcing profound and deeply humanistic change, this book lights the way into the 21st century for e-businesses large and small.


Everything you thought made good marketing sense may be exactly useless in the Brave New World of the Net.

The Cluetrain Manifesto — Entire Text Index Page

As markets, as workers, we wonder why you’re not listening. But learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about “listening to customers. If the conversations at your site are going badly, it’s your fault. Yeah, the Internet hasn’t solved all the world’s problems. The Internet’s streets are already crowded with licensed drivers.

Markets consist of human beings, not demographic sectors. Intranets naturally tend to route around boredom.

But lack of open conversation kills companies. Wherever the conversation is happening, no one owes you a response, no matter how reasonable your argument or how winning your smile.

This, prior to the internet, had not been available in the age of mass media thesis 6. The Earth’s solid ground kept tribes at a distance, enabling them to develop rich differences. Have you noticed that, in itself, money is kind of one-dimensional and boring?

Let’s at least acknowledge that the Net has values implicit in it. Business is only a part of our lives. As with networked markets, people are also talking to each other directly inside the company—and not just about rules and regulations, boardroom directives, bottom lines.

From Wikipedia, the free encyclopedia. Anger is a license to be stupid. Theses seventy-two through ninety-five aim to identify the expectations theses 76, 77, 78, 95 and changes thesis 72 that exist within the new marketplace and how those expectations and changes will require a corresponding change from organizations theses 79, 84, 91, 92, However subliminally at the moment, millions of people now online perceive companies as little more than quaint legal fictions that are actively preventing these conversations from intersecting.


The ability of the internet to link to additional information — information which might exist beyond the formal hierarchy of organizational structure or published material from such an organization — acts as a means of subverting, or bypassing, formal hierarchies.

More fully exploring the impact of the intranet within organizations, theses forty-one through fifty-two elaborate on the subversion of hierarchy initially listed as thesis seven.

The community of discourse is the market. If their cultures end before the community begins, they will have no market.

The Cluetrain Manifesto

Because they are networked, smart markets are able to renegotiate relationships with blinding speed. These guys just don’t understand business. Markets want to talk to companies. Hatred didn’t call the Net into being, but it’s holding the Net — and us — back.

David Siegelauthor of Futurize Your Enterprise If you don’t think you need this book to better understand your market, that’s your second mistake! Facebook, Ckuetrain, and Amazon are not the Net’s monarchs, nor yet are their minions or algorithms. Respect for hands-on knowledge wins over respect for abstract authority. It’s got “in-app purchase” written all over it.

Why can’t they hear this market timebomb ticking? We do this in part because conversation requires a common ground: Companies attempting to “position” themselves need to take a position.