Getting a Clue

"A powerful global conversation has begun. 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.

"These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked."

Sound familiar?  Sound relevant?  Does it sound like it was written nine years ago?  It was indeed written in 1999.  It's from a book called "The Cluetrain Manifesto".  The "Manifesto", ninety-five points written by four friends and signed by hundreds of others, spread like wildfire.  Eventually it was published in book form, but you can still read if for free on the Cluetrain web site.

Here are a few of the ninety-five points to get you started:

1.    Markets are conversations.

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

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.

21.   Companies need to lighten up and take themselves less seriously.  They need to get a sense of humor.

29  Elvis said it best:  "We can't go on together with suspicious minds."

69.  Maybe you're impressing your investors.  Maybe you're impressing Wall Street.  You're not impressing us.

78.  You want us to pay?  We want you to pay attention.

And finally, 95.  We are waking up and linking to each other.  We are watching.  But, we are not waiting.

Read the full list, read the entire book online, or buy the book at the Cluetrain web site.