Review Citation:
Levine, R. (2000). The cluetrain manifesto: The end of business as usual. Cambridge, Mass: Perseus Books.
“The Cluetrain Manifesto” is a collective work written by Rick Levine, Christopher Locke, Doc Searls and David Weinberger and published in 2000. Its tagline is “the end of business as usual”. The specter of this book is the Suit. The Suit is the Executive VP, a “fat cat”, closed-minded person who sees markets and consumers as on the receiving end of whatever his company wants to say or sell. The “end of business as usual” is this person’s organizational demise, and the social effect of the Internet (and company intranets) is what causes his crumbling.
An overarching topic throughout this book is the conversation: between the members of communities of the marketplace, the members of communities within the workplace, and, best of all, among them all. When I think of what I am looking for from a conversation, the first phrase that comes to mind is “Tell Me Something Good”, hence the bit of collateral entertainment by Rufus and Chaka Khan!
Authentic Voice 