Lev Cribb's Blog

Cluetrain Manifesto – 95 theses

A couple of weeks ago I was given a copy of the Cluetrain Manifesto for being one of the first 50 persons to retweet a message by Team Ruber. I had first come across the Cluetrain manfesto in 2003, but it had already been written in 2000, which means it is now in its 10th year (and I will soon be writing a bit more about that – stay tuned).

If you hadn’t heard of the Cluetrain Manifesto before, it was written by a couple of guys (including Doc Searls) who had been, in one way or another, involved in Silicon Valley before the Dot.com bust in 2000/2001 and who had observed, what was essentially the start of Web 2.0 – or at least the end of Web 1.0.

In other words, they had noticed a fundamental (need for) change from traditional companies, to more collaborative, interactive and transparent companies (companies that Seth Godin classes as Ice-cream Sundae companies, as opposed to meatball companies).

The authors had generated 95 theses that constituted the backbone of the cluetrain manifesto and they outlined what the underlying free-market principles of future business and interaction between companies and consumers would have to be like, and indeed already were – at least from the consumers’ point of view.

As a start to my review of the Cluetrain Manifesto, 10 years on from it’s first publication, I have started tweeting one of the Cluetrain’s theses everyday on my twitter page @Levcribb. You can follow the theses by following this hashtag #cluetrain.

I hope you will get some fundamental inspiration from the theses and also my upcoming blog posts on the topic. I think the manifesto is amongst some of the most important texts ever written in a business and web 2.0 context and would encourage all of my readers to get a copy and read it – your business (and most importantly, your customers) will thank you for it.

Enjoy the read and thought provocation!

Filed under: Marketing, twitter, Web 2.0, , , ,

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