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The Cluetrain Manifesto: The End of Business as Usual | [Rick Levine, Christopher Locke, Doc Searls, more]

The Cluetrain Manifesto: The End of Business as Usual

The Cluetrain Manifesto is all the buzz. This iconoclastic look at business in the Internet age has a special eye for debunking old views of customers and service. Download and listen now - an audible.com audio exclusive.
Plus, check out the rants of Cluetrain co-author Christopher Locke, a.k.a. RageBoy.
Regular Price:$20.97
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Publisher's Summary

What if the real power of the Web lay not in the technology behind it, but in the profound changes it brings to the way people interact with business? And what if these changes were altering the nature of your company as profoundly as they have changed your markets? With language as sharp and compelling as the observations, www.cluetrain.com burst unexpectedly onto the scene with 95 Theses to ignite a vibrant and viral conversation making hash of corporate assumptions about the nature of online business. Provocative, outrageous, and wickedly smart, the manifesto has challenged executives from Global 1000 companies to sign-on or risk missing a genuine revolution.
Expanding on ideas and insights first nailed up on the Web, The Cluetrain Manifesto both signals and explores a sea change already nearing flood tide in today's wired world. Through the Internet, people are discovering new ways to share relevant knowledge with blinding speed. As a result, markets are getting smarter faster than most companies. Whether management understands it or not, networked employees are an integral part of these borderless conversations. Today, customers and employees are communicating with each other in language that is natural, open, direct, and often funny. Companies that aren't listening to these exchanges are missing a dire warning. Companies that aren't engaging in them are missing an unprecedented opportunity.
A rich tapestry of anecdotes, object lessons, parodies, insights, and predictions, The Cluetrain Manifesto illustrates how the Internet has radically reframed the "immutable laws" of business - and what business needs to know to weather the seismic aftershocks.

©2000 Christopher Locke, Rick Levine, Doc Searls, and David Weinberger

What the Critics Say

"The Internet changes what we mean when we say we mean business. [ Cluetrain] explores the profound depths of this change to deliver an analysis that will enlighten and challenge you, make you laugh, or drive you crazy." (Michael Wolff, Burn Rate)

What Members Say

Average Customer Rating

3.7 (158 )
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3.6 (19 )
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3.8 (20 )
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  •  
    Tara Toronto, ON, Canada 07-25-05
    Tara Toronto, ON, Canada 07-25-05
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    "Keep up or perish"

    The text of this book was originally published in 1999 online for free - right before the Dot Com Bust - but the lessons are even more crucial today. Certainly, we overestimated some hotshot young upstarts in 2000, but today, the web is coming into it's own. Especially with consumer power. This is where markets become conversations. One blogger can bring down an entire empire (just google Kryptonite). If you haven't listened to or read this book, you have to before it's too late.

    3 of 3 people found this review helpful
  •  
    Grant NANTUCKET, MA, United States 05-29-13
    Grant NANTUCKET, MA, United States 05-29-13 Member Since 2008

    caffeinated

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    "A bit of history"

    I read this piece — which was written before 9/11, before Google and Facebook, before the iPad, before the cloud, and before the browser wars ended — as a historic document. And in general I was surprised on two levels. First, that most big companies, all having embraced the internet as the game-changing paradigm that it is, still haven't gotten a clue about how to treat or talk to their customers. And two, how much of what the authors suggest and envision has been proven correct. The bits they got wrong — like the importance of "zines" and the pervasiveness of "extranets" — are mildly risible. Perhaps its time to update this manifesto. I'd say it's a worthwhile endeavor.

    3 of 4 people found this review helpful
  •  
    Paul New York, Virgin Islands (U.S.) 07-13-09
    Paul New York, Virgin Islands (U.S.) 07-13-09 Member Since 2007
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    "Very interesting"

    It is very relevant despite being 9 years old. More to the point the advent of social media breaking down the barriers to customers even further very useful. The concept of "the market" in the oldest sense of the word is very powerful, people meeting, talking sometimes buying sometimes simply sharing information ensures your customers are sticky. There are way too many websites that are simply screen based brochures still in 2009.

    1 of 1 people found this review helpful
  •  
    Clint DurackAustralia 05-02-08
    Clint DurackAustralia 05-02-08
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    "Reads like it was written yesterday."

    When you are writing about a technology it is very easy for that writing to sound out dated and irrelevant very quickly. The Cluetrain Manifesto was written almost a decade ago and yet it reads as though it was written yesterday (if you ignore the hotbot and altavista references). This is quite an achievement and quite refreshing to be such an enjoyable listen all these years on.

    1 of 1 people found this review helpful
  •  
    Scott Harris Florida, USA 06-16-03
    Scott Harris Florida, USA 06-16-03 Member Since 2003
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    "Markets are not conversations."

    If you prefer Hotwired to The Economist, James Carville to David Brinkley, and Tom Peters to Peter Drucker, you will probably enjoy this book. It cheers the power of the Internet to create productive informal relationships between people.

    The book's primary message is "Markets are conversations." It should have been "Marketing is a conversation."

    Economic transactions are the exchange of information as well as economic goods and money. The authors are right to condemn the traditional tendency to focus too much on the exchange of economic goods for money. By overstating their case, the authors imply that we can safely ignore the exchange of economic goods and money. As many dot.com investors learned the hard way, dominating a particular conversational niche on the Internet does not automatically lead to success in business.

    As a book about marketing over the Internet, this book deserves four stars. As a book about Internet economics or information age management, it deserves none.

    5 of 9 people found this review helpful
  •  
    Joe K. 08-04-08
    Joe K. 08-04-08 Member Since 2004
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    "Interesting - yes! Accurate - ?"

    This was written in 2001 and IMHO companies have not altered as predicted- unfortunately.

    1 of 2 people found this review helpful
  •  
    Amazon Customer Arlington, VA United States 09-26-03
    Amazon Customer Arlington, VA United States 09-26-03 Listener Since 1999
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    "Revealed truth?"

    The authors seem to love the sound of their own words. The book (or at least the first quarter, which is all I could listen to) consists of assertions about how companies will need to radically change to meet the challenge of the internet. They may be right, but they provide neither data nor argument to support their positions.

    If you like to read "manifestos" generally, perhaps the arrogance of the authors will not bother you, but it did bother me.

    5 of 13 people found this review helpful
  •  
    James Albuquerque, NM, USA 09-05-03
    James Albuquerque, NM, USA 09-05-03 Member Since 2001
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    "The Kind of thinking that led to the dot-com bust"

    This book is self-absorbed and monotonous. It seems to assume the reader is an idiot and the way to salvation in the internet age is to trash all norms. I get the impression that the author is drunk on his own rhetoric. Maybe too many people took his advice and caused the dot-com bubble to break.

    2 of 10 people found this review helpful
  • Showing: 1-8 of 8 results
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  • Dave
    Chinnor, United Kingdom
    12/23/12
    Overall
    "Powerful annoyingly read"

    A fundamental read for anyone in business only spoiled by some annoying narration. In the end I ended buying the hard copy as well.

    0 of 0 people found this review helpful
  • Liam
    St Albans, Hertfordshire, United Kingdom
    3/15/11
    Overall
    "Enlightening"

    A really interesting view on the internet and how it is changing how we do business. Found it as it was referred to in 7 Habits...

    0 of 0 people found this review helpful
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