The Cluetrain Manifesto: The End of Business as Usual | 
 enlarge | Authors: Christopher Locke, Rick Levine, Doc Searls, David Weinberger
Publisher: Basic Books
Category: Book
List Price: $15.95
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Rating:  152 reviews
Sales Rank: 41132
Media: Paperback
Pages: 190
Number Of Items: 1
Shipping Weight (lbs): 0.7
Dimensions (in): 8.9 x 5.8 x 0.6
ISBN: 0738204315
Dewey Decimal Number: 303.4833
EAN: 9780738204314
ASIN: 0738204315
Publication Date: January 2001
Availability: Usually ships in 1-2 business days
Shipping: Expedited shipping available
Condition: New book - shelf wear - remainder mark
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| Editorial Reviews:
Amazon.com Review
How would you classify a book that begins with the salutation, "People of Earth..."? While the captains of industry might dismiss it as mere science fiction, The Cluetrain Manifesto is definitely of this day and age. Aiming squarely at the solar plexus of corporate America, authors Christopher Locke, Rick Levine, Doc Searls, and David Weinberger show how the Internet is turning business upside down. They proclaim that, thanks to conversations taking place on Web sites and message boards, and in e-mail and chat rooms, employees and customers alike have found voices that undermine the traditional command-and-control hierarchy that organizes most corporate marketing groups. "Markets are conversations," the authors write, and those conversations are "getting smarter faster than most companies." In their view, the lowly customer service rep wields far more power and influence in today's marketplace than the well-oiled front office PR machine. 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
Product Description
This nationally acclaimed best seller is a spirited, original, and wonderfully irreverent conversation that will challenge, provoke, and forever change your outlook on the digital economy. A rich tapestry of anecdotes, object lessons, parodies, insights, and predictions, The Cluetrain Manifesto illustrates how the Internet has radically reframed the seemingly immutable laws of business--and what business needs to know to weather the seismic aftershocks.
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| Customer Reviews: Read 147 more reviews...
 180 pages too long.... October 17, 2008
M. T. Weaver (US)
I just finished reading this book, having checked it out from the library. I am glad I didn't buy it. I voraciously read business books, but this one was a chore, at best.
The first 105 pages could be easily condensed down into 1 page at most, and perhaps even a single paragraph or a few bullet points that explain the basic premise:
* The Internet will bypass any attempts at controlling your corporate message, so you might as well plan to talk to customers and allow them to talk with you.
* "The Market" is "Conversations", so you need to participate in the "conversation".
* Speak to customers in a "natural" voice, not corporate-speak.
That was the first half of the book, in a nutshell. The remainder basically reinforced this, with continued exhortations on how one must "join the conversation", speak in a "natural voice" because that's what "markets" demand.
I guess if you were the CEO or other top executive of a large firm, this book might be applicable. However, I am not. I am a sole proprietor who runs an internet retail operation. Perhaps I got so little out of it because I've already done what they're telling/advising folks to do, so much of it seems like a series of "well, duh!" internal comments.
The other thing I don't like about the book is that examples are very few, IMO. Where are the success stories, apart from a notable example of Saturn or United Airlines (I think that's the airline involved...could be wrong).
Overall, I'd say if you don't spend / haven't spent a lot of time on the Internet "conversing" (Internet forums, chat rooms, Usenet, etc.), then perhaps this book would be helpful. But I would advise to borrow it from your local library rather than buy it.
 The book is more entertainment than anything else October 3, 2008
Brad Pitt (USA or Sweden)
0 out of 1 found this review helpful
While there are some interesting points in this book, it seems that the authors have spent more energy on "sounding cool and fresh" than on writing a book that can give interesting thoughts and insights. It is very annoying when sometimes, page after page is filled with text that would fit more in a poem than in a book about business.
Furthermore, while the authors do have some interesting points, there is no valid research behind their thoughts. Basically, they have sat together and brainstormed some ideas, which they have then put in this book.
 Wake-up Call June 17, 2008
Aneil K. Mishra (Durham, NC USA)
1 out of 1 found this review helpful
This book is a wake-up call for organizations that want to embrace the internet. It advocates an authentic approach toward communication, helping employees and customers find their "voice" so that we can all talk to each other in a more trustworthy manner.
Author, "Trust is Everything: Become the leader others will follow"
I love it! May 2, 2008
Mark A. (San Francisco)
1 out of 1 found this review helpful
This book is a bit dated, but remains more relevant than ever! Talks about the market shift from top-down consumer culture, to having market 'conversations.' You'll have to read the rest for yourself! I've recommended it to friends/coworkers, who all have thanked me as it is an eye-opener, if not the unheard cry they've been making all their life.
Still rocking after all these years! April 15, 2008
Carlos A. Leyva (Largo, FL United States)
Why review the Cluetrain after so much time has elapsed? Because we tend to get too caught up with the here and now and forget that we have only been on this journey a very short period of time. When we look back 10, 20, 30 years from now we (the collective we) will look back and point to the Cluetrain as marking a time when a major inflection point occurred. The Cluetrain did not cause the inflection point, it simply captured its essence.
Yeah, everyone now repeats the "markets are conversations" meme, but I suspect that few really understand what that means. Why? Because it is not a done deal. We are still trying to figure it out. It is early in Web years. We are still at the base of the mountain and nowhere near the summit. It pays to go back and revisit one of the earlier maps.
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