The Cluetrain Manifesto Revisited

Michael Mace looks at the 1999 document authored by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger.

At the time of its creation, the Cluetrain Manifesto created quite a stir in the online community. Many prominent tech managers signed it, and it was turned into a book.

Seven years later, you don’t hear much about the Cluetrain Manifesto. And yet, it’s still a very useful document.

Parts of it are silly, and parts of it are just plain wrong. But a lot of it is brilliant. Once you pare away the BS and the posturing, it’s a great document on the new world of Internet communication, and much of its advice is just as relevant and insightful today as it was in 1999. Maybe more so, because the technologies involved have matured.

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Rajesh Jain

An Entrepreneur based in Mumbai, India.