The Cluetrain Manifesto (10th Anniversary Edition)

by Levine, Rick; Locke, Christopher; Searls, Doc; Weinberger, David; McKee, Jake; Rangaswami, J. P.; Gillmor, Dan

• ISBN13: 9780465024094
• ISBN10: 0465024092
• Edition: 10th
• Format: Paperback
• Copyright: 2011-04-05
• Publisher: Basic Books

Summary

The Cluetrain Manifestobegan as a Web site (cluetrain.com) in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, theLinux 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.

Author Biography

Rick Levine is founder of Seth Ellis Chocolatier. Previously, he was web architect for Sun Microsystems' Java Software group. He lives in Boulder, Colorado. Christopher Locke blogs Mystic Bourgeoisie and Entropy Gradient Reversals from his home in Boulder, Colorado. Doc Searls is senior editor of Linux Journal, a fellow with the Center for Information Technology Society at U.C. Santa Barbara, and an alumnus fellow with the Berkman Center for Internet Society at Harvard University. David Weinberger is the author of Small Pieces Loosely Joined and Everything Is Miscellaneous, and is a senior researcher at Harvard's Berkman Center for Internet Society. He lives in Boston, Massachusetts. Jake McKee is the principal and chief ant wrangler at Ant's Eye View, a Dallas-based customer collaboration strategy practice. He was previously global community relations specialist for the LEGO Company. J. P. Rangaswami is chief scientist at Salesforce.com. Prior to that he held the same position at BT Group; before that he was global CIO at Dresdner Kleinwort Wasserstein. Dan Gillmor is a noted American technology writer and former columnist for the San Jose Mercury News. He was one of the leading chroniclers of the Silicon Valley dot-com boom and its subsequent bust.

Table of Contents

Foreword	p. ix
The Cluetrain Manifesto	p. xiii
95 theses for the people of earth-the Web site that started it all
Introduction	p. 1
Introduction to the Tenth Anniversary Edition	p. 3
The End? Of Business? As Usual?
Markets Are Relationships	p. 9
But How Does It Taste?	p. 23
Obedient Poodles for God And Country	p. 37
In Defense of Optimism	p. 53
Internet Apocalypso	p. 73
The Longing	p. 111
Talk is Cheap	p. 119
Markets Are Conversations	p. 147
The Hyperlinked Organization	p. 187
Ez Answers	p. 233
Post-Apocalypso	p. 245
Journalism as a Conversation	p. 257
How Lego Caught the Cluetrain	p. 267
Cluetrain In the Cubicle	p. 277
Acknowledgments	p. 285
Where Are They Now?	p. 287
Index	p. 291
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