The Cluetrain Manifesto
Given the plethora of premature scholarly readings about the current state of online business and media, The Cluetrain Manifesto offers an entertaining and taboo approach about the impact and trends of the Internet. Collaborated by four subject matter experts of the online business community, the book reveals stories about historical milestones, and then contributes predictions of what else is to come. It begins with 95 theses that are used as focal points throughout the book, providing a captivating intelligence that confronts bureaucratic companies about their outdated best practices that could prohibit a healthy revolution of the Internet business. With quotations from contemporary figures and a business-like writing style, the book dives into topics that are worth exploring-specifically the current catastrophes of the Internet, the common voice of society about revolutions of the Internet, and indication of where society and business are heading in the online world.
The book introduces the current state of online revolutions and its impact on businesses as a complete disaster. It begins with a review of the Internet history, particularly about the explosion of the World Wide Web and how it eventually influenced our economies in both positive and negative ways. The birth of the Internet transformed the management and production of goods and mass media. Thanks to the Internet, markets grew significantly, but also it provided a low barrier of entry for domestic and international competitors. On the other hand, traditional forms of media and means of doing business began to shift, because expected results began to become inevitable. It became obvious that you could no longer teach old tricks to dogs of business, and Locke made it clear that change is absolutely necessary. Part of the change is acquiring a liberal outlook that empowers all people to exchange ideas rather than referring to established ways of running a business. This can be achieved by standardizing an environment that is inclusive to open conversations and analysis of new thoughts. However, the book does not suggest any baseline for this idea. An all-encompassing environment is good, but without basic boundaries, ideas are not scalable to carry out their purpose.
Online voice has become more powerful than ever. It is also easier to hear the common voice of societies because the Internet has created a culture that makes it easier for anyone and everyone to communicate and express opinions on a variety of topics. Throughout the book, the authors make it evident that influential power has become disproportional between corporations and the average Joes. If the big dogs don’t recognize the muscle behind viral marketing, they will one day become overruled in their old regime. As the Internet grows, conversations will follow. Specifically in the chapter “Markets Are Conversations”, corporations may ask why conversations are important, and it is because they contain the meat of what will become the marketplace. While I see the benefits behind the value of conversations, it would be interesting to study the difference in impact among various industries. For example, the book refers to retail examples how consumers can publicize a bad service or product and influence companies to accommodate to their needs. It would be interesting to see specific results about how conversations have persuaded the government or education markets.
Conversations will carry on whether they like it or not, therefore, an action plan is needed for prepare for the future path of societies and businesses. The book heavily focuses on what corporations should do to create a more inclusive environment and to conform to the revolutions of the Internet. For example, they suggest specificities around intranets and work expectations. Having an action plan is good, but what about preparing for unforeseen results? Did the authors of The Cluetrain Manifesto think about back-up plans, in case a new phenomenon entered the online industry? I enjoyed the book, and agreed with many of the arguments, but when foreseeing the future, it is important to prepare for the best and for the worst.
On the whole, The Cluetrain Manifesto is an appropriate read for all audiences who share an interest in any form of the digital media or online business industry, because it reviews best practices of the past, and how it needs to be modernized to adapt to current revolutions. The authors present a conversational and witty voice that is amusing, while capturing key messages of the Internet and its impact on business and society. They challenge the reader to question the big elephant that currently sits in the room of the World Wide Web, and to help individuals to recognize their potential contribution to the current and future revolution of business. I would highly recommend all senior management of every corporation to read this book and become liberated to help create the path for the standardization of future business practices. Without the realizations that The Cluetrain Manifesto has to offer, corporations may need to prepare for a big wake-up call to face the future business as we know it. As a laissez-faire minded individual contributor, that might be not such a bad idea.
