The Cluetrain Manifesto (10th Anniversary Edition) - by Rick Levine & Christopher Locke & Doc Searls & David Weinberger (Paperback)

About the Book

"Commentary by Jake McKee, J.P. Rangaswami, and Dan Gillmor"--Cover.

Book Synopsis

The Cluetrain Manifesto began as a Web site (cluetrain.com) in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, the Linux Journal, and NPR, posted 95 theses about the new reality of the networked marketplace. Ten years after its original publication, their message remains more relevant than ever. 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." The book enlarges on these themes through dozens of stories and observations about business in America and how the Internet will continue to change it all.

With a new introduction and chapters by the authors, and commentary by Jake McKee, JP Rangaswami, and Dan Gillmor, this book is essential reading for anybody interested in the Internet and e-commerce, and is especially vital for businesses navigating the topography of the wired marketplace.

Review Quotes

"A book written early enough to not even contain the word 'blog, ' but more relevant now than ever." --Multichannel Merchant

"A weighty work that gets at the heart of the matter: the powerful impact the Internet has had and will continue to have." --Library Journal

"Almost 10 years ago [this] seminal book...set out to examine the challenges to business that the internet posed.... Well into the first decade of the brave new 21st century, it is clear that the changes these prophets spoke of are irreversible."--The Star (South Africa)

"The pretentious, strident and absolutely brilliant creation of four marketing gurus who have renounced marketing-as-usual."--Wall Street Journal

"The reason [this book] is still so attractive for businesspeople is that the four authors are, primarily, tech guys...so their thoughts are pure, focused and very different from business-oriented authors."--The Gazette (Montreal)

"You might not agree with everything these Web provocateurs say...but you will ignore their ideas at your own peril."--Fast Company

About the Author

Rick Levine is the founder of Seth Ellis Chocolatier. He was previously Web Architect for Sun Microsystems' Java Software group.

Christopher Locke blogs Mystic Bourgeoisie and Entropy Gradient Reversals from Boulder, Colorado.

Doc Searls is Senior Editor of Linux Journal, and a fellow at Harvard's Berkman Center for Internet & Society.

David Weinberger is a fellow at Harvard's Berkman Center and author of Everything Is Miscellaneous.

Jake McKee is the principal and chief Ant Wrangler at Ant's Eye View, and he was previously global community relations specialist for the LEGO Company.

JP Rangaswami is chief information officer of British Telecom's global IT services business.

Dan Gillmor is the director of the Knight Center for Digital Media Entrepreneurship at Arizona State University's Walter Cronkite School of Journalism and Mass Communication.