Friday, November 16, 2007

Return to Cluetrain marketing


The First 15 Thesis

of The Cluetrain Manifesto's
95 Theses

Just to make sure we're all on the same page, let me remind us all of some of the founding statements of online marketing and web savvy.

The Cluetrain Manifesto, by Christopher Locke, Doc Searles, David Weinberger, and Rick Levine, was listed #6 on Business Week's top 2000 business bestsellers. Not bad for cyberpunk guerilla marketing vigillanates.

In addition to continued current combativeness related to fundamental web realities and laws, it's good to also point people to the original ideas.

We all need to return now and then to the classic text and tomes on the internet version of the big bang.

Big Bang of the Internet...

birth of the Universal Interaction Zone:

first the internet,

then the web,

and now the blogosphere.

As Tinbasher blogger Paul Woodhouse has stated, "Web orientation of any blogger/site owner is simple: you're either Cluetrain, or you're not. Those who are not, are screwed."

Read the entire Cluetrain Manifesto, and book, at:


  1. Markets are conversations.

  2. Markets consist of human beings, not demographic sectors.

  3. Conversations among human beings sound human. They are conducted in a human voice.

  4. Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived.

  5. People recognize each other as such from the sound of this voice.

  6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

  7. Hyperlinks subvert hierarchy.

  8. In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way.

  9. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.

  10. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.

  11. People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products.

  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.

  13. What's happening to markets is also happening among employees. A metaphysical construct called "The Company" is the only thing standing between the two.

  14. Corporations do not speak in the same voice as these new networked conversations. To their intended online audiences, companies sound hollow, flat, literally inhuman.

  15. In just a few more years, the current homogenized "voice" of business—the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th century French court.


What more can I or anyone say? It's all there in The Cluetrain Manifesto.

Yet how many allegedly "web savvy" or "technologically advanced" companies, marketing consultants, and bloggers really understand and practice the tenets set forth therein?

Be sure to buy and read all the books by the Cluetrain authors, and visit their blogs.

You'll notice that people really do line up as For or Against the revolutionary Cluetrain treatise. Once you get to know the principles, you'll see all web sites, blogs, and companies in a new and radiant light.

1 comment:

Ann Wendell said...

Yes, Yes, Yes!!

As I commented on Wendy Piersall's blog yesterday - -

When I read your comment -

In the end, a strong brand and a strong business will either engage their audience with blogs and social media, or they will be left behind.

I immediately thought of the day in 1998, almost 10 years ago, when I read something very similar online in The Industry Standard -

Organizations that believe in what they’re doing - and are fearless enough to project that perspective online - could win unimagined loyalty. But corporations can’t credibly communicate what they don’t comprehend. Passion, commitment, engagement, humanity - qualities highly valued in this medium - are simply missing from most commercial Web sites. The audience is listening - for a heartbeat. Companies that haven’t got one are about to flatline in the Web marketplace.

This was my first exposure to Chris Locke,, who would soon be one of the authors of The Cluetrain Manifesto: The End of Business as usual .

“Markets are conversations” Yup…these guys got it…back when Web 2.0 was just a distant gleam in the headlights of the cyber highway. So maybe it’s taken a while for the world to catch up…and yeah maybe companies are still deer in those headlights…but every day, in every way we’re saying - welcome to the conversation.

Ann Wendell
Nurse Talent Scout
Swedish Medical Center