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The Cluetrain Manifesto: 10th Anniversary Edition

The Cluetrain Manifesto: 10th Anniversary Edition

Paperback(Anniversary Edition)

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The Cluetrain Manifesto began as a Web site ( in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, the Linux Journal, and NPR, posted 95 theses about the new reality of the networked marketplace. Ten years after its original publication, their message remains more relevant than ever. For example, thesis no. 2: "Markets consist of human beings, not demographic sectors"; thesis no. 20: "Companies need to realize their markets are often laughing. At them." The book enlarges on these themes through dozens of stories and observations about business in America and how the Internet will continue to change it all.

With a new introduction and chapters by the authors, and commentary by Jake McKee, JP Rangaswami, and Dan Gillmor, this book is essential reading for anybody interested in the Internet and e-commerce, and is especially vital for businesses navigating the topography of the wired marketplace.

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Product Details

ISBN-13: 9780465024094
Publisher: Basic Books
Publication date: 04/05/2011
Edition description: Anniversary Edition
Pages: 320
Product dimensions: 5.40(w) x 8.20(h) x 1.00(d)
Age Range: 13 - 18 Years

About 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.

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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