The Cluetrain Manifesto: 10th Anniversary Edition

Overview


Ten years after Cluetrain's original publication, too many companies still ignore the idea that markets are really made up of people. In our rapidly changing world, this book's message is more vital than ever. Companies may be wired for business, but they still struggle with how to talk to their customers like human beings.

The 10th Anniversary Edition features extensive new commentaries by industry leaders, but the core message of this modern...

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The Cluetrain Manifesto: 10th Anniversary Edition

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Overview


Ten years after Cluetrain's original publication, too many companies still ignore the idea that markets are really made up of people. In our rapidly changing world, this book's message is more vital than ever. Companies may be wired for business, but they still struggle with how to talk to their customers like human beings.

The 10th Anniversary Edition features extensive new commentaries by industry leaders, but the core message of this modern business classic remains intact.

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Editorial Reviews

From the Publisher

Fast Company
“You might not agree with everything these Web provocateurs say…but you will ignore their ideas at your own peril.”

Wall Street Journal
“The pretentious, strident and absolutely brilliant creation of four marketing gurus who have renounced marketing-as-usual.”

Multichannel Merchant
“A book written early enough to not even contain the word ‘blog,’ but more relevant now than ever.”

The Gazette (Montreal)
“The reason [this book] is still so attractive for businesspeople is that the four authors are, primarily, tech guys…so their thoughts are pure, focused and very different from business-oriented authors.”

Library Journal
“A weighty work that gets at the heart of the matter: the powerful impact the Internet has had and will continue to have.”

The Star (South Africa)
“Almost 10 years ago [this] seminal book…set out to examine the challenges to business that the internet posed…Well into the first decade of the brave new 21st century, it is clear that the changes these prophets spoke of are irreversible.”

Harvard Business Review
“While others work on turning the Internet into the perfect medium for reaching traditional business goals, these four Net-philes hope cyberspace will give commerce a ‘human voice’”

The Miami Herald
“One of the best, most eye-opening books I ever read about marketing…as potent and relevant now as it was when it came out.”

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Product Details

  • ISBN-13: 9780465024094
  • Publisher: Basic Books
  • Publication date: 4/5/2011
  • Edition description: Anniversary Edition
  • Edition number: 10
  • Pages: 320
  • Sales rank: 271,520
  • Product dimensions: 5.40 (w) x 8.20 (h) x 1.00 (d)

Meet the Author


Rick Levine is the founder of Seth Ellis Chocolatier. He was previously Web Architect for Sun Microsystems’ Java Software group.

Christopher Locke blogs Mystic Bourgeoisie and Entropy Gradient Reversals from Boulder, Colorado.

Doc Searls is Senior Editor of Linux Journal, and a fellow at Harvard’s Berkman Center for Internet & Society.

David Weinberger is a fellow at Harvard’s Berkman Center and author of Everything Is Miscellaneous.

Jake McKee is the principal and chief Ant Wrangler at Ant’s Eye View, and he was previously global community relations specialist for the LEGO Company.

JP Rangaswami is chief information officer of British Telecom’s global IT services business.

Dan Gillmor is the director of the Knight Center for Digital Media Entrepreneurship at Arizona State University’s Walter Cronkite School of Journalism and Mass Communication.

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Table of Contents

Foreword Thomas Petzinger, Jr. ix

The Cluetrain Manifesto xiii

95 theses for the people of earth-the Web site that started it all

Introduction 1

Introduction to the Tenth Anniversary Edition 3

The End? Of Business? As Usual? David Weinberger

Markets Are Relationships Doc Searls 9

But How Does It Taste? Rick Levine 23

Obedient Poodles for God And Country Chris Locke 37

In Defense of Optimism David Weinberger 53

1 Internet Apocalypso Christopher Locke 73

2 The Longing David Weinberger 111

3 Talk is Cheap Rick Levine 119

4 Markets Are Conversations Doc Searls David Weinberger 147

5 The Hyperlinked Organization David Weinberger 187

6 Ez Answers Christopher Locke David Weinberger 233

7 Post-Apocalypso Christopher Locke 245

Journalism as a Conversation Dan Gillmor 257

How Lego Caught the Cluetrain Jake McKee 267

Cluetrain In the Cubicle J.P. Rangaswami 277

Acknowledgments 285

Where Are They Now? 287

Index 291

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Customer Reviews

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Sort by: Showing 1 – 6 of 5 Customer Reviews
  • Posted October 1, 2011

    Greatly Recommended

    It is easy to read and to follow. It was also cheaper on the NOOK than many other websites and bookstores. Great lighting options within the book make it easy on the eyes.

    1 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted September 5, 2009

    The best business book of the last ten years updated

    If you didn't read it the first time read the new updated version now and see how the conversation developed over time. You find helpful insights into how to be transparent and win over customers by being real.
    Great examples of companies that weren't then and are still trying to purchase a clue now.

    Doing a google search you can find a U tube video of two of the authors talking about the book and where things are today.

    0 out of 1 people found this review helpful.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted August 23, 2010

    No text was provided for this review.

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    Posted April 15, 2012

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  • Anonymous

    Posted October 7, 2010

    No text was provided for this review.

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    Posted December 26, 2009

    No text was provided for this review.

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