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The Cluetrain Manifesto Hardcover – 1 Jun. 2009

by Rick Levine (Author), Christopher Locke (Author), Doc Searls (Author),
4.1 4.1 out of 5 stars 70 ratings
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"The Cluetrain Manifesto" is as potent and relevant now as it was when came out ten years ago. "The Cluetrain Manifesto" began as a Web site in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, the Linux Journal, and NPR, posted 95 theses that pronounced what they felt was the new reality of the networked marketplace. 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'; thesis no. 62: 'Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall'; thesis no. 74: 'We are immune to advertising. Just forget it'. The book enlarges on these themes through seven essays filled with dozens of stories and observations about how business gets done in America and how the Internet will continue to change it all. Ten years after its original publication, the message itself remains quite relevant and unique. With four new forewords, this book is for anyone interested in the Internet and e-commerce, and is especially important for those businesses navigating the topography of the wired marketplace.
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  1. ISBN-10
    0465018653
  2. ISBN-13
    978-0465018659
  3. Edition
    10th Anniversary e.
  4. Publisher
    Basic Books
  5. Publication date
    1 Jun. 2009
  6. Language
    English
  7. Dimensions
    15.88 x 2.54 x 23.5 cm
  8. Print length
    320 pages
  9. See all details
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Product description

About the Author

Rick Levine is co-founder of Mancala, Inc. Previously, he was architect of Sun Microsystems' Java Software group. He lives in Boulder, Colorado. Christopher Locke publishes Gradient Reversals from Boulder, Colorado. A noted speaker, he has also written extensively for publications such as Forbes, Internet World, Information Week, and The Industry Standard. Doc Searls is Senior Editor of Linux Journal. He has written for Upside, Omni, and PC Magazine. He co-founded Hodskins Simone & Searls, which became one of the leading advertising agencies in Silicon Valley. He lives in Woodside, California. David Weinberger is the editor of JOHO (Journal of the Hyperlinked Organization). He is a commentator on NPR's "All Things Considered" and has written for Wired, the New York Times, and Smithsonian. He lives in Boston. Craig Newmark is an Internet entrepreneur best known for being the founder of the San Francisco-based website Craigslist. Jake McKee is the Principal and Chief Ant Wrangler at Ant's Eye View, a Dallas-based customer collaboration strategy practice. He was previously Global Community Relations Specialist for the LEGO Company.

Product details

  • Publisher ‏ : ‎ Basic Books; 10th Anniversary e. edition (1 Jun. 2009)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 320 pages
  • ISBN-10 ‏ : ‎ 0465018653
  • ISBN-13 ‏ : ‎ 978-0465018659
  • Dimensions ‏ : ‎ 15.88 x 2.54 x 23.5 cm
  • Customer reviews:
    4.1 4.1 out of 5 stars 70 ratings

About the authors

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  1. Christopher Locke

    Christopher Locke

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    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
  2. 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
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Customer reviews

4.1 out of 5 stars
4.1 out of 5
70 global ratings

Top reviews from United Kingdom

Andrew Simpson
5.0 out of 5 stars A must read
Reviewed in the United Kingdom on 27 May 2016
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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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Griff
5.0 out of 5 stars The single most important publication, theory, strategy, ...
Reviewed in the United Kingdom on 23 April 2015
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The single most important publication, theory, strategy, call it what you will, that I have ever read. Should be compulsory reading for anyone going into business or public service.
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Marcelo
1.0 out of 5 stars Why there is not a kindle version anymore?
Reviewed in the United Kingdom on 16 January 2014
It make me curious to see that there is not a kindle version of "The Cluetrain Manifesto?"

What is the reason for that? Some people prefers reading pdf version, the physical book, or even listen to this audio. But some others would prefer reading on kindle format.
2 people found this helpful
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Amazonazing Things
5.0 out of 5 stars Essential Reading
Reviewed in the United Kingdom on 5 March 2010
There are plenty of tech culture books available, but this one is special, it's the original handbook for the modern web. Rambling in style, but still a perfect read for anyone wanting to come to terms with the thinking behind all internet trends, and want the internet is all about. Totally subversive, an excellent book.
2 people found this helpful
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Top reviews from other countries

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Michael Rumpf
5.0 out of 5 stars Goldschatz
Reviewed in Germany on 11 March 2016
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Wennn man bedenkt dass dieses Manifesto VOR der JAhrtausendwende geschrieben wurde, ist das nicht nur sehr beeindruckend, sondern ein Must-Have.
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Scribarium
5.0 out of 5 stars Fondamental
Reviewed in France on 1 January 2016
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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...
One person found this helpful
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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
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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
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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.
3 people found this helpful
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Aaron Thacker
4.0 out of 5 stars Interesting Book
Reviewed in the United States on 15 May 2014
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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.
One person found this helpful
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