The Cluetrain Manifesto: The End of Business as Usual

Written by four of the liveliest voices on the Web, this book takes you deeper into the new order of business than any this decade. The Cluetrain Manifesto presents a stunning tapestry of anecdotes, object lessons, parodies, war stories, and suggestions, all aimed at illustrating what it will take to survive and prosper in the fast-forward world on the wire. } The Cluetrain Manifesto burst onto the scene in March 1999, with ninety-five theses nailed up on the Web. Within days, www cluetrain.com had ignited a vibrant global conversation challenging sacred corporate assumptions about the very nature of business in a digital world. The Wall Street Journal called it absolutely brilliant. Soon, executives from Fortune 500 companies everywhere were lining up to sign-on to the Manifesto. This is the book that delivers on the buzz. The Cluetrain Manifesto is a wake-up call that says business as usual is gone forever. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarterand getting smarter faster than most companies. Todays markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny, and often shocking. Companies that arent listening to these exchanges are missing a dire warning. Companies that arent engaging in them are missing an unprecedented opportunity. The Cluetrain Manifesto is the culmination of this very real phenomenon. It shares powerful, firsthand experiences describing how Internet business differs radically from the corporate status quo. The fact is that employees are getting hyperlinked even as markets are. Companies need to listen carefully to both.Forget business as usual, The Cluetrain Manifesto marks the dawn of something b igger: *Markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations *These networked markets are conversations in which customers are intelligent human beings, not faceless demographic sectors *Today, the organizational chart is hyperlinked, not hierarchical. Respect for hands-on knowledge wins over respect for abstract authority *Corporations must transform themselves into organizations that establish a genuine culture with a perspective, a personality, and a point of view *Linking conversations inside the company to conversations in the marketplace will create enormous new value for companies that are clued-in.. }