the cluetrain manifesto
soon to be a major motion picture
"A different brand of
business book, thank goodness:
saucy, heartfelt, and warmly appealing in its faith in the commonwealth."
read the full text of chapter one
read additional excerpts
ranked #6 on Business Week's list of 2000 business bestsellers
(February 19, 2001 issue - subscription required)
Amazon's list of 2000 business bestsellers
Shortly after publishing the manifesto online, we were approached by
David Miller of the
Garamond Agency, who saw a potential book in our ideas. Duh, we
said, a book? But he convinced us. The day that word of the
manifesto hit The Wall Street Journal, he rang up all the
major U.S. publishers and started an auction. The hands-down winner
Perseus Books. The
result is a kickass tome unlike any business book you've ever read.
Tell your fellow seditionists about it. Remember: every book you buy
sends an unmistakable message to clueless corporations everywhere.
Here's what some people in the industry have been saying...
The Cluetrain Manifesto is about to drive business to a full boil. Recall what The Jungle did to meat packing, what Silent Spring did to chemicals, what Unsafe At Any Speed did to Detroit. That's the spirit with which The Cluetrain Manifesto takes on the arrogance of corporate e-commerce.
from the foreword by
Thomas Petzinger, Jr., The Wall Street Journal
Loud, over the top, jarring all apt descriptions of The Cluetrain Manifesto. No matter, because Christopher Locke, Rick Levine, Doc Searls, and David Weinberger may have collectively drawn the truest bead yet on what works when it comes to doing business on the Internet. The marketplace they describe is complicated, messy, and above all human.
Harry C. Edwards, Business and Investing Editor
The Cluetrain Manifesto is an in your face warning to all businesses as they seek to adapt to the spread of electronic markets. It delivers a "tough love" message: embrace the conversations enabled by electronic networks or become road kill. Embracing these conversations means rediscovering our passion and our voice. All managers must heed this message, even though it will require wrenching changes across all elements of the business. The Internet changes what we mean when we say we mean business. The Cluetrain Manifesto explores the profound depths of this change to deliver an analysis that will enlighten and challenge you, make you laugh or drive you crazy. Love it or hate it, no one with a stake in the online scene can afford to ignore what this book is saying.
Michael Wolff, author of Burn Rate
The cluetrain is to marketing and communications what the open-source movement is to software development anarchic, messy, rude, and vastly more powerful than the doomed bullshit that conventionally passes for wisdom.
Eric S. Raymond, President, Open Source Initiative
These troublemakers are going to get what they deserve a huge and enthusiastic following!
Esther Dyson, Chairman, EDventure Holdings
The Cluetrain Manifesto is brilliant and impossible at the same time. It's magnificently overstated and yet entirely correct: The Web changes the way people and markets meet and work in almost every way, and a remarkably high percentage of companies just don't get it yet. The Cluetrain Manifesto gets it, and the authors aren't shy about shoving it down our throats.
Thomas A. Stewart, author of Intellectual Capital
When people in networked markets can get faster and smarter information from one another than from the companies they do business with, it may be time to close shop. Or, maybe it's just time to get on The Cluetrain and fully understand that your customers are living, breathing creatures who want one-to-one relationships with your company, not just one-way rhetoric.
Don Peppers, co-founder Peppers and Rogers Group
David Siegel, author of Futurize Your Enterprise
If you don't think you need this book to better understand your market, that's your second mistake!
Seth Godin, author of Permission Marketing
I told them they were full of it that they shouldn't write the book. Hey look: this is the new economy. You don't have to make money to make money. You don't have to please the customers. Hell, if your software really worked, there wouldn't be any reason to buy the upgrade. These guys just don't understand business. It's supposed to suck. They're... well... clueless. Don't buy their book. And above all don't read it. I know what I'm talking about. See, when I first saw the primitive Mosaic browser, straight out of that cowtown just south of Chicago, I predicted that it wouldn't work. I said what a stupid idea it would only confuse people and make our lives worse. So listen to me listen to the real futurists!
Haven't had enough yet? OK, here's more...
Like Zen masters, these four irreverent visionaries produce startling insights by first confronting our most cherished but often misguided beliefs about business. Seeing the Internet as forcing profound and deeply humanistic change, this book lights the way into the 21st century for e-businesses large and small.