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The Cluetrain Manifesto Hardcover – June 30, 2009

by Rick Levine (Author), Christopher Locke (Author), Doc Searls (Author),
4.1 4.1 out of 5 stars 79 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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Previous page
  1. Print length
    320 pages
  2. Language
    English
  3. Publisher
    Basic Books
  4. Publication date
    June 30, 2009
  5. Grade level
    11 and up
  6. Reading age
    13 years and up
  7. Dimensions
    6.25 x 1 x 9.25 inches
  8. ISBN-10
    0465018653
  9. ISBN-13
    978-0465018659
  10. See all details
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Editorial Reviews

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 (June 30, 2009)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 320 pages
  • ISBN-10 ‏ : ‎ 0465018653
  • ISBN-13 ‏ : ‎ 978-0465018659
  • Reading age ‏ : ‎ 13 years and up
  • Grade level ‏ : ‎ 11 and up
  • Item Weight ‏ : ‎ 1.2 pounds
  • Dimensions ‏ : ‎ 6.25 x 1 x 9.25 inches
  • Customer Reviews:
    4.1 4.1 out of 5 stars 79 ratings

About the authors

Follow authors to get new release updates, plus improved recommendations.
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  1. 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
  2. Doc Searls

    Doc Searls

    Brief content visible, double tap to read full content.
    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
79 global ratings

Top reviews from the United States

Bill M.
5.0 out of 5 stars Book shockingly relevant even 10 years later
Reviewed in the United States on February 6, 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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Aaron Thacker
4.0 out of 5 stars Interesting Book
Reviewed in the United States on May 15, 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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Adik
5.0 out of 5 stars very happy with
Reviewed in the United States on July 22, 2015
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it certainly met my expectation, very happy with supplier
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Gustavo Corral
3.0 out of 5 stars Good ideas
Reviewed in the United States on April 26, 2013
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Book gives you good ideas. However, tends to focus on "communication is key" , "branding is messaging", "internet empowers consumers - get with it or get lost!" and such ideas.
But it inspires thought and tone is iconoclastic
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Unikiam
5.0 out of 5 stars Book Review
Reviewed in the United States on October 19, 2009
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The books were received as ordered and very quickly. This made me look good and my boss happy. Thanks so much!
One person found this helpful
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rmjeff01
4.0 out of 5 stars I like it.
Reviewed in the United States on October 26, 2011
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I had to order this book for class. It was supposed to be in great condition but the cover has some type of dirt embedded in it. It also is made out to Ashley from Joe. christmas 2009
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MR CM Grenier
5.0 out of 5 stars Are You Listening to Your Customers?
Reviewed in the United States on August 4, 2009
The Cluetrain Manifesto was originally hosted as a website by four employees who respectively worked at IBM, Sun Microsystems, the Linux Journal, and National Public Radio (NPR). These four IT and social experts wrote "The Cluetrain Manifesto: the end of business as usual" and created a paradigm shift in the way businesses view customers, ecommerce and the Internet. Authors Christopher Locke, Rick Levine, Doc Searls, and David Weinberger convincingly illustrate that the freedom of expression provided by the Internet will force businesses to listen and conversate with customers on a real level or face business extinction.

The book contains a list of 95 theses. Below are my favorite 10 from the list:
1. Markets are conversations
2. Markets consist of human beings, not demographic sectors
7. Hyperlinks subvert hierarchy
12. There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone
18. Companies that don't realize their markets are now networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity
24. Bombastic boasts - "We are positioned to become the preeminent provider of XYZ" - do not constitute a position
50. Today, the org. chart is hyperlinked, not hierarchical. Respect for hands-on knowledge wins over respect for abstract authority
60. Markets want to talk to companies
74. We are immune to advertising. Just forget it.
75. If you want us to talk to you, tell us something. Make it something interesting for a change.

The heiarchical mass marketing mediums like TV ads, billboards, and planted Press Releases are rendered virtually useless because customers don't want to be interrupted and they no longer believe in a one-way business conversation. Customers can compare prices across tens of thousands of stores with a click of a mouse. User feedback and peer reviews speak truth to corporation's product and service quality claims. And activist groups are creating tribes of followers to challenge the PR statements written by tenured media relations experts.

The book encourages companies to allow employees at all levels to speak openly with customers, answer questions and personally respond to issues and complaints on blogs, email and forums. The authors contend that the traditional command and control management of employees that restricts open employee interaction with customers will ruin a company in the post web 2.0 world.

The Cluetrain Manifesto is guide for doing business in a world with thousands of collaborative social platforms in existence today and will exponentially grow tomorrow.

I personally attended Church with Doc Searls, before Dr. Searls moved to teach at Harvard, and heard Doc share that 'markets are conversations'.
23 people found this helpful
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Don
1.0 out of 5 stars So many words. So little substance. Waste of time.
Reviewed in the United States on March 26, 2015
Verified Purchase
So many words. So little substance. Page after seemingly endless page of pretentious, snippy comments about what's wrong and few solutions. Drivel. A complete waste of $10 and time spent.
2 people found this helpful
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Top reviews from other countries

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Andrew Simpson
5.0 out of 5 stars A must read
Reviewed in the United Kingdom on May 27, 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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Michael Rumpf
5.0 out of 5 stars Goldschatz
Reviewed in Germany on March 11, 2016
Verified Purchase
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 January 1, 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...
One person found this helpful
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Nicola Bellotti
5.0 out of 5 stars Una pietra miliare
Reviewed in Italy on January 4, 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.
3 people found this helpful
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Griff
5.0 out of 5 stars The single most important publication, theory, strategy, ...
Reviewed in the United Kingdom on April 23, 2015
Verified Purchase
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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