The Cluetrain Manifesto
By Rick Levine, Christopher Locke, Doc Searls, David Weinberger
About the book
Before it became a book, the manifesto by Doc Searls, David Weinberger, Rick Levine and Christopher Locke went online in March 1999 as a list of ninety-five theses built around a central claim: markets are conversations. The authors, whose careers took in NPR, IBM, the Linux Journal and Sun Microsystems, argue that email, mailing lists, news groups, chat and web pages let customers talk with each other and with companies, leaving conventional mass marketing obsolete. Its form nods to Martin Luther's Ninety-Five Theses. The 2000 book expands the theses with seven essays full of stories about how American business works. A 10th anniversary edition followed in 2010.
Poke head of strategy Bogdana Butnar says reading it early on redefined her career and drew her into digital and technology work. Nordic 9 chief executive Dragos Novac names it among the favorite books he kept returning to.
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This book has 2 recommendations
Recommended by Dragos Novac (CEO/Nordic 9)
Bogdana Butnar (Head of Strategy/Poke)
Interestingly, it was not a book per se but it was a piece of writing which redefined my career. I read the Cluetrain manifesto early on and thought "boy, the internet sure sounds like something that's going to change the world in the best way possible" so that's what got me interested in digital, tech and virtual spaces and I've never wanted to step out of that area since then.
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Rick Levine, Christopher Locke, Doc Searls, David Weinberger