# The Cluetrain Manifesto

- Link: https://fundraising.co.uk/books/the-cluetrain-manifesto/
- Published: 1999-11-30T23:50:00+00:00
- Author: Howard Lake

**What if the real power of the Web lay not in the technology behind it, but in 
the profound changes it brings to the way people interact with business? And what
if these changes were altering the nature of your company as profoundly as they 
have changed your markets? **

With language as sharp and compelling as its observations. [www.cluetrain.com](http://www.cluetrain.com)
burst unexpectedly onto the scene with **95 Theses** to ignite a vibrant and viral
conversation, making hash of corporate assumptions about the nature of online business.

Provocative, outrageous and wickedly smart, the manifesto has challenged executives
from Global 1000 companies to sign-on or risk missing a genuine revolution.  

Expanding on ideas and insights first nailed up on the Web, _The Cluetrain Manifesto_
both signals and explores a sea-change already nearing flood-tide in today’s wired
world. Through the Internet, people are discovering new ways to share relevant knowledge
with blinding speed. As a result, markets are getting smarter than most companies.

Whether management understands it or not, networked employees are an integral part
of these borderless conversations.

Today, customers and employees are communicating with each other in language that
is natural, open, direct and often funny. Companies that aren’t engaging in them
are missing an unprecedented opportunity.  A rich tapestry of anecdotes, object 
lessons, parodies, insights and predictions. 

_The Cluetrain Manifesto_** **illustrates how the Internet has radically reframed
the “immutable laws” of business – and what business needs to know to weather the
seismic aftershocks.  

## Reviews

“These roublemakers are going to get what they deserve – a hug and enthusiastic 
following.”
**Esther Dyson**, Chairman, EDventure Holdings

“Markets are conversations. Talk is cheap. Silence is fatal.  You must read the 
Cluetrain Manifesto. So: read it , inhale it. If it pisses you off…GREAT”
**Tom 
Peters**

“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 of Peppers
and Rogers Group, and co-author of The One to One  

“For every consumer-products company wondering why its internet marketing doesn’t
seem to be working” 
_**Business Week**_  

“The most important business book since in Search of Excellence. Get a clue. Read
the book”
_**Information Week**_