Business Nugget 
by Robert Morris

The Internet has created unique, indeed unprecedented opportunities for what the authors call "conversations" between and among people almost anywhere, anytime. So much has already been said and written about technological connectivity and interaction. The authors provide a wealth of thought-provoking, perhaps controversial insights concerning both, doing so in human terms. At a time when change is the only constant, as the authors suggest, "the end of business as usual" simply means that what is heresy at this moment will become orthodoxy in about 10-12 minutes, if not sooner. And will probably be irrelevant by tomorrow. Take no one and nothing for granted, while sustaining the global conversation. Their 95 separate but interrelated "theses" suggest HOW.

Order The Cluetrain Manifesto here. 

Find the full list of Robert Morris's Business Nuggets featured by Eastbook.com here.

The Cluetrain Manifesto burst onto the scene in March 1999 with ninety-five theses nailed up on the Web. Within days, the website had ignited a vibrant global conversation challenging sacred corporate assumptions about the very nature of business in a digital world. The Wall Street Journal called it "absolutely brilliant." Soon, executives from Fortune 500 companies everywhere were lining up to sign-on to the Manifesto. This is the book that delivers on the buzz. 

The Cluetrain Manifesto is a wake-up call that says business as usual is gone forever. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter-and getting smarter faster than most companies. Today's markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny, and often shocking. Companies that aren't listening to these exchanges are missing a dire warning. Companies that aren't engaging in them are missing an unprecedented opportunity. 

The Cluetrain Manifesto is the culmination of this very real phenomenon. It shares powerful, firsthand experiences describing how Internet business differs radically from the corporate status quo. The fact is that employees are getting hyperlinked even as markets are. Companies need to listen carefully to both. 

The Authors

Rick Levine is web architect for Sun Microsystems' Java Software group. He is responsible for the creation of much of the public web interface for java.sun.com and the Java Developer Connection. He is also the creator of www.hatfactory.com and author of the Sun Guide to Web Style. 

Christopher Locke publishes Entropy Gradient Reversals from Boulder, Colorado. He has worked for Fujitsu, Carnegie Mellon University, Mecklermedia, MCI, and IBM, and has written extensively for publications such as Forbes, Byte, Internet World, and Information Week. 

Doc Searls is the senior editor for Linux Journal, the first and only magazine for the Linux space. He is also president of The Searls Group, the Silicon Valley marketing consultancy. He has written on technology and business for OMNI, PC Magazine, and Upside. His own Web 'zine is Reality 2.0. 

David Weinberger is the publisher of JOHO (Journal of the Hyperlinked Organization). He is a regular commentator on National Public Radio and a columnist for KMWorld and Intranet Design Magazine. He has written for Wired, The New York Times, and Smithsonian. 

 

The Cluetrain Manifesto 2000 Hardcover Edition
The Cluetrain Manifesto 2001 Paperback Edition	The Cluetrain Manifesto 2000 Paperback Edition

 

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