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Title: The Cluetrain Manifesto: The End of Business as Usual by Christopher Locke, Rick Levine, Doc Searls, David Weinberger ISBN: 0-7382-0431-5 Publisher: Perseus Publishing Pub. Date: 09 January, 2001 Format: Paperback Volumes: 1 List Price(USD): $14.00 |
Average Customer Rating: 3.82 (135 reviews)
Rating: 4
Summary: Love it or hate it but don't ignore it
Comment: This is one of those books that people either love or hate. My guess is that its the delivery people don't like, not the message. Personally, I tend to think its just plain common sense but I won't pretend I had a clue before reading. After reading, its painfully obvious.
There are several extremely valuable realizations about how the internet changes business (and much more) which you likely ought to consider as you think about your business.
If you want better insight into what is so exciting and empowering about the internet for customers this is worth the read. Some of you can probably get enough by just reading the manifesto. Status quo corporations, you need to be on your guard (chances are you're not reading this anyway).
I would have preferred a little less 60's "revolution is in the air" hype. If you're looking for a revolution, take another hit of acid and wait. This book simply describes what inevitably happens when better communication and information is available in a free market economy.
I also think the book could have been written in about 30 pages but those 30 pages were powerful enough to deserve 4 stars.
Rating: 5
Summary: Here They Stand
Comment: The authors post 95 theses which suggest all manner of ways in which to communicate more effectively during the New Millennium. For example the first thesis asserts that "Markets are conversations", also the title of Chapter 4; the last thesis asserts that "We are waking up and linking to each other. We are watching. But we are not waiting." That is to say, the Internet and the Web have created unique, indeed unprecedented opportunities for conversations between and among people almost anywhere, anytime. So much has already been said and written about technological connectivity and interaction. The Cluetrain Manifesto provides a wealth of insights concerning connectivity and interaction in human terms, connectivity which is permitted by technology but not dependent on institutional ventriloquists. Of course, all this is occurring in so-called nanoseconds. (Check out Guy Claxton's Hare Brain Tortoise Mind for some thought-provoking perspectives on the concept of time.) The authors obviously do not expect their readers to agree with every thesis. Indeed, I suspect, they would be upset if any one reader does. In effect, they say "Rigorously consider what we suggest and then formulate your own theses." Their book combines a cordial invitation to think with a passionate imperative to care.
Rating: 3
Summary: The end of business as usual
Comment: Hard to recommend such a small publication when the entire thing is now available for download at the website.
Markets are conversations. This is good.
Mass marketing is not a conversation. That is bad.
The authors leave themselves open to some fair criticism - their ideas aren't fully developed nor are their any clear suggestions as to implementation. It reads more as a protestation against existing norms than a viable alternative.
Find a second-hand copy. It's worth a read but not quite worth the price.
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Title: Small Pieces Loosely Joined: A Unified Theory of the Web by David Weinberger ISBN: 0738205435 Publisher: Perseus Publishing Pub. Date: 26 March, 2002 List Price(USD): $25.00 |
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Title: Smart Mobs: The Next Social Revolution by Howard Rheingold ISBN: 0738206083 Publisher: Perseus Publishing Pub. Date: 15 October, 2002 List Price(USD): $26.00 |
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Title: Gonzo Marketing: Winning Through Worst Practices by Christopher Locke ISBN: 0738204080 Publisher: Perseus Publishing Pub. Date: 09 October, 2001 List Price(USD): $25.00 |
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Title: Emergence: The Connected Lives of Ants, Brains, Cities, and Software by Steven Johnson ISBN: 0684868768 Publisher: Scribner Pub. Date: 10 September, 2002 List Price(USD): $14.00 |
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Title: Linked: How Everything Is Connected to Everything Else and What It Means by Albert-Laszlo Barabasi, Albert-Laszlo Barbasi ISBN: 0452284392 Publisher: Plume Pub. Date: 29 April, 2003 List Price(USD): $14.00 |
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