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The Cluetrain Manifesto began as a Web site (www.cluetrain.com) in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, the Linux Journal, and NPR, posted 95 theses that pronounced what they felt was the new reality of the networked marketplace. 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"; thesis no. 62: "Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall"; thesis no. 74: "We are immune to advertising. Just forget it." The book enlarges on these themes through seven essays filled with dozens of stories and observations about how business gets done in America and how the Internet will change it all. While Cluetrain will strike many as loud and over the top, the message itself remains quite relevant and unique. This book is for anyone interested in the Internet and e-commerce, and is especially important for those businesses struggling to navigate the topography of the wired marketplace. All aboard! --Harry C. Edwards
We don't think of ourselves as gurus, just as four guys who've thought a whole lot about business and the Internet. By the way, the pretentiousness was my contribution. Much of the brilliance came from my co-conspirators (and co-authors): David Weinberger, Rick Levine and Doc Searls.
The premise of the book is that markets are conversations. However, the industrial revolution, and everything that followed in its wake right up until today, has represented a 200-year-long interruption of this dialogue. We explain how the Internet brings it back -- with a vengeance -- both in the online marketplace and inside wired corporations.
The book as a whole is subtitled: "the end of business as usual." Is it? Read the book to find out. And please: don't reveal the exciting conclusion!
We had a lot of fun writing this. We hope you'll have fun reading it. If you gain penetrating new insights into the dynamics of e-commerce, we'll be very pleased. If it makes you blow coffee out your nose, even better!
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