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BOOK REVIEW

The Cluetrain Manifesto: The End of Business as Usual

Chapter 1 - Internet Apocalypso

Chapter 2 -The Longing

Chapter 3 - Talk is Cheap

Chapter 4 - Markets are Conversations

Chapter 5 - The Hyperlinked Organization

Chapter 6 - EZ Answers

Chapter 7 - Post Apocalypso

Long Tail

Whole Book

Web 2.0: Heroes interview with web 2.0 influencers

Chapter 1 - eBay

Chapter 2 -  

Chapter 3 -

Chapter 10 - DotNetNuke

REFLECTIONS

The Cluetrain Manifesto: The End of Business as Usual

95 theses

Reflection 1

• Markets are Conversation
• Markets consist of human beings, not demographic sectors.
• Conversations among human beings sound human. They are conducted in a human voice.
•  Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.

Reflection 2

•  People recognize each other as such from the sound of this voice. 
• The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. 
• Hyperlinks subvert hierarchy. 
• In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way. 
• These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. 
• As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally. 
• People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products. 
• There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone. 
• What's happening to markets is also happening among employees. A metaphysical construct called "The Company" is the only thing standing between the two. 
• Corporations do not speak in the same voice as these new networked conversations. To their intended online audiences, companies sound hollow, flat, literally inhuman.

   

REFLECTIONS PRESENTATION

The Cluetrain Manifesto: The End of Business as Usual

95 theses

Presentation 1

• Markets are Conversation
• Markets consist of human beings, not demographic sectors.
• Conversations among human beings sound human. They are conducted in a human voice.
•  Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.

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