Monday, September 21, 2009

Riding the Cluetrain

The "Cluetrain" has been stopping several times a day for about ten years now.

But, have you taken delivery?

The "Cluetrain Manifesto" is a set of 95 theses that examines the impact of the Internet on both consumers and organizations. What makes the manifesto remarkable is the blistering accuracy it contained when it foretold the future upon its release in 1999. Written by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger, the "Cluetrain Manifesto" is noteworthy for the way many of its concepts have endured over the past decade, despite massive changes in technology and social norms.

Today on TSB, we take a closer look at what it's like to ride on the "Cluetrain" with one of the authors, Doc Searls as he weighs in on the future of advertising.

And Searls continues with the impact social media has had on the concept of authority.

Doc Searls is regarded as one of the deep thinkers in the blog movement while "World is Flat" author Thomas Friedman calls Searls "one of the most respected technology writers in America". But just take a moment and imagine how the prophecies of Searls and his Cluetrain comrades would have been received by some of the so-called "smart" people back in 1999.

Sadly, there are still some people that think the Cluetrainers are missing a few pieces of their luggage.

But you can explore for yourself and see how much of our world has unfolded exactly the way the manifesto predicted. For example, until the surge from blogs, Facebook and Twitter, daily one-on-one interactions with consumers was nearly impossible. You know traditional marketers no longer control what was essentially one-way conversations in much the same way a parent addresses a child or the way a teacher talks down to a student.

Do you see the value in taking a closer look at how the manifesto still impacts your business and brand today?

You can download the entire text for free by clicking here.

"Neither a brave man or a wise man lies down on the railway tracks of history and let the train of the future run over him"

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