The Cluetrain Manifesto is a work of business literature collaboratively authored by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger. It was.

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Mennesker gjenkjenner hverandre som mennesker ved lyden av en slik stemme.

We were going to tell you how to fix the Internet in four easy steps, but the only one we could remember is the last one: Command-and-control management styles both derive from and reinforce bureaucracy, power tripping and an overall culture of paranoia.

Networked markets can change suppliers overnight. But it would be a big mistake to think we’re holding our breath. And whether the news is good or bad, they tell everyone. We’re going to work from both sides to take them down. What else can we talk about?

Every new page makes the Web bigger. The community of discourse is the market. Participation in a networked market changes people fundamentally. Companies need to realize their markets are often laughing.

This is an Open Source document.

While many such people already work for companies today, most companies ignore their ability to deliver genuine knowledge, opting instead to crank out sterile happytalk that insults the intelligence of markets literally too smart to buy it. You want us to pay? As policy, nanifiesto notions are poisonous. Mensen herkennen elkaar als zodanig aan de klank van hun stem. If you are a developer, the text of this page is openly available at GitHub for programmatic re-use.

One inside the company.


Catch up with the site’s creators: We like this new marketplace much better. We should be supporting the artists and creators who bring us delight or ease our burdens. Why do we need faceless annual reports and third-hand market research studies to introduce us to each other?

Getting a sense of humor does not mean putting some jokes on the corporate web site. This page was last edited on 13 Aprilat To speak with a human voice, companies must share the concerns of their communities. Many of them in fact engage in quite remarkably civic behavior.

the cluetrain manifesto – the book

CEOs should have this book forcibly tattooed onto their chests. Web pages are about connecting. They view it as theirs to plunder, extracting our data and money from it, thinking that we are the fools. In its central thesis that “markets are conversations”, the work asserts that the Internet is unlike conventional media used in mass marketing as it enables conversations amongst consumers and between consumers and companies, which are claimed to transform traditional business practices.

When we first came before you, it was to warn of the threat posed by those who did not understand that they did not understand the Internet.

People of earth…

Companies are spending billions of dollars on Y2K. You’re not impressing us. Already, companies that speak in the language of the pitch, the dog-and-pony show, are no longer speaking to anyone. On par with ‘Net pundits Peppers and Rogers, Pine, Dyson and Negroponte, the authors of The Cluetrain Manifesto speak with intelligence, wit and insight on the topic of who’s controlling whom and the very direct role each of us plays cluetraim the web.


Consumers have control, markets are conversations and marketing is evolving into a two-way discipline. They recognize each other’s voices.

This means the Internet is not for anything in particular. We will not settle for the 4-color brochure, for web sites chock-a-block with eye candy but lacking any substance. Even at its worst, our newfound conversation is more interesting than most trade shows, more entertaining than any TV sitcom, and certainly more true-to-life than the cluwtrain web sites we’ve been seeing.

The Cluetrain Manifesto

We only request that you please point back at this original page http: Companies that have no part in this world, also have no future. The Next Generation of Word-of-mouth Marketing. If you don’t impress us, your investors are going to take a bath. As markets, as workers, both of us are sick to maniifesto of getting our information by remote control.

Unlike a medium, you and I leave our fingerprints, and sometimes bite marks, on the messages we pass. As markets, as workers, we wonder why you’re not listening. Tim created the Web by providing protocols there’s that word again! Ads that sound human but come from your marketing department’s irritable bowels, stain the fabric of the Web.

Menschen erkennen einander am Klang ihrer Clueteain.

Your tired notions of “the market” make our eyes glaze over.