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The Cluetrain Manifesto: 10th Anniversary Edition Hardcover – 30 Jun. 2009

English edition by Rick Levine (Autor), Christopher Locke (Autor), Doc Searls (Autor),
4.1 4.1 out of 5 stars 69 ratings
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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.

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  1. Print length
    320 pages
  2. Language
    English
  3. Publisher
    Basic Books
  4. Publication date
    30 Jun. 2009
  5. Grade level
    8 and up
  6. Reading age
    13 years and up
  7. Dimensions
    15.88 x 2.54 x 23.5 cm
  8. ISBN-10
    0465018653
  9. ISBN-13
    978-0465018659
  10. See all details
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Product description

Review

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

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

Multichannel Merchant
“A book written early enough to not even contain the word ‘blog,’ but more relevant now than ever.”

The Gazette (Montreal)
“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.”

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

The Star (South Africa)
“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.”

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.

Product details

  • Publisher ‏ : ‎ Basic Books; Anniversary edition (30 Jun. 2009)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 320 pages
  • ISBN-10 ‏ : ‎ 0465018653
  • ISBN-13 ‏ : ‎ 978-0465018659
  • Reading age ‏ : ‎ 13 years and up
  • Dimensions ‏ : ‎ 15.88 x 2.54 x 23.5 cm
  • Customer reviews:
    4.1 4.1 out of 5 stars 69 ratings

About the authors

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  1. Doc Searls

    Doc Searls

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    Full content visible, double tap to read brief content.

    Doc Searls is:

    • Author of The Intention Economy: When Customers Take Charge

    • Co-author of The Cluetrain Manifesto

    • Director of ProjectVRM at Harvard's Berkman Center for Internet and Society (where he served as a fellow from 2006 to 2010)

    • A fellow with the Center for Information Technology and Society (CITS) at the University of California, Santa Barbara

    • A visiting scholar with Studio20 in the graduate school of Journalism at NYU

    • Senior Editor of Linux Journal

    • One of the world's most quoted bloggers

    • A photographer committed to enlarging the sum of images in the public domain

    • Obsessed with a number of other topics, including geography, geology, aviation, space, media, infrastructure and understanding how things work—especially the Internet.

    • President of The Searls Group, his consulting practice.

    This is a placeholder. Something better will be here soon.

    See more on the author's page
  2. Christopher Locke

    Christopher Locke

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    Full content visible, double tap to read brief content.

    I am RageBoy, hear me roar. I write Entropy Gradient Reversals, EGR to you, and think about gonzo marketing in my spare time. I'm also co-author of The Cluetrain Manifesto, which you can look up here on Amazon or at cluetrain.com. In reality, I'm a meek and unassuming person. Your Mom would probably like me.

    See more on the author's page
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  • Andrew Simpson
    5.0 out of 5 stars A must read
    Reviewed in the United Kingdom on 27 May 2016
    Verified Purchase
    Great book and very interesting insight into how the Internet is changing things up. Took some time to get into it but worth the read.
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  • Scribarium
    5.0 out of 5 stars Fondamental
    Reviewed in France on 1 January 2016
    Verified Purchase
    Pas suffisamment lu par les marketeurs bien que fondamental.
    "Les marchés sont des conversations" : j'enseigne encore l'origine de ce qui est à mes yeux un adage incontournable, à des responsables marketing qui l'ignoraient. Cela me sidère dans la mesure où c'est la grammaire élémentaire du marketing.
    Or le risque associé au Social Selling notamment, c’est de mal comprendre cette thèse, et de l'inverser : prendre les conversations pour des marchés… et de générer un effet contre-productif en polluant les médias sociaux.
    Certaines offres émergent d'ailleurs non sans un certain cynisme court-termiste :
    - des “bots” (programmes dotés d’une intelligence artificielle) commencent à saturer les réseaux pour relayer des messages marketing préformatés,
    - certaines sociétés assurent en sous-traitance la gestion de “vendeurs virtuels” : on ne sait plus si l’on a affaire à des personnes dont le profil affiché est l'identité réelle...
    - les plateformes d’engagements tentent de “gamifier” en interne la diffusion de messages du marketing par les salariés : il en résulte une explosion du “bruit” et un contenu ressassé, sans originalité.
    D'où l'intérêt de lire aussi la mise à jour par deux des auteurs : [...]
    Je cite : "Marketing still makes it harder to talk."

    16 ans après : tout reste à réexpliquer...
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  • Bill M.
    5.0 out of 5 stars Book shockingly relevant even 10 years later
    Reviewed in the United States on 6 February 2013
    Verified Purchase
    This book blew my mind. It totally describes every interaction that I wish I could have with companies today. In this new internet world I wish more business people would take advantage of technology to have an open dialogue with their customers.
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  • Nicola Bellotti
    5.0 out of 5 stars Una pietra miliare
    Reviewed in Italy on 4 January 2013
    Verified Purchase
    Tutti i moderni discorsi sull'inbound marketing e sulle moderne tecniche di comunicazione che sfruttano le potenzialitá dei Social network devono moltissimo a questo testo, un'autentica pietra miliare che é sempre un piacere rileggere. Questa edizione, semplice e sobria nel formato, mi piace moltissimo.
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  • Aaron Thacker
    4.0 out of 5 stars Interesting Book
    Reviewed in the United States on 15 May 2014
    Verified Purchase
    I really enjoyed this book. Having various subject matter experts writing seperately about the same topic, then revisiting that topic 10 years later provided interesting insights to the potential of the internet and how we function as a society.
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