...People of Earth

if you only have time for one clue this year,
this is the one to get...

we are not seats or eyeballs or end users or consumers.
we are human beings - and our reach exceeds your grasp.

deal with it.

Bumper Sticker:
when
(Inter) networked Markets

meet
(Intra) networked Workers

The connectedness of the Web
is transforming what's inside and outside
your business — your market and
your employees.

Through the Internet,
the people in your markets
are discovering and inventing new ways to converse.
They're talking about your business.
They're telling one another the truth,
in very human voices.

Intranets are enabling your best people
to hyperlink themselves together,
outside the org chart.
They're incredibly productive and innovative.
They're telling one another the truth,
in very human voices.

There's a new conversation

between and among your market and your workers.
It's making them smarter and it's enabling them to discover their human voices.
You have two choices.
You can continue to lock yourself behind
facile corporate words and happytalk brochures.

Or you can join the conversation.

When we created Cluetrain.com in April, 1999, it kicked up some dust. A few thousand people signed their endorsement of the ideas. Lots of email, lots of press coverage. This is the site as it existed then. The conversations continue elsewhere. Please read and enjoy. But don't tap on the glass as it just annoys the animals.

Read the entire book online for free.
Read the Manifesto