Tuesday, December 1, 2009

READING: The Cluetrain Manifesto

Markets are conversations...
Companies need to come down from their Ivory Towers...
Hypertext is inherently nonhierarchical and antibureaucratic...
Reading The Cluetrain Manifesto, it is hard to believe that the book was written ten years ago.

A book of 95 theses for business thinkers to transition into the post-industrial information economy, The Cluetrain Manifesto is mandatory reading for anyone trying to stay ahead of changes in the marketplace of ideas and the marketplace of goods.

Driven by the logic and distributed, conversational architecture of the Internet, the information economy has different rules and The Cluetrain Manifesto does a good job of mapping the new ruleset.

A major subtext to the information economy that the authors of the Cluetrain Manifesto speak to is the transition from supply side control of the market (held by large companies) to demand side control of the market (held by comsumers with more choices).

Customers will increasingly make new things on businesses: more transparency, more humanness, more listening, less broadcast.

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