![Christopher Locke (aka RageBoy, aka Chief Blogging Officer) ,[object Object]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Trade Book Review, Cluetrain Manifesto
- 1. The Cluetrain Manifesto: the end of business as usual By: Rick Levine, Christopher Locke, Doc Searls, and David Weinberger Jeremy Watruba
- 3. In 2001 Locke was considered one of the "top 50 business thinkers in the world" by a survey conducted by Financial Times
- 5. Searls has worked at Harvard University and the University of California, Santa Barbara
- 6. Some of his works include World of Ends: What the Internet Is and How to Stop Mistaking It for Something Else and his column “Linux for Suits”
- 8. Prior to Mancala, Levine was a web architect for Sun Microsystems' Java Software group
- 10. Weinberger is a philosopher, professional speaker, American technologist, and commentator.
- 12. Markets are outsmarting marketers The manner in which people gather and exchange information is causing markets to convey faster, more efficient messages. “These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking.”
- 13. “Public Relations does not relate to the public. Companies are deeply afraid of their markets.”
- 14. Diagnosis: Approve Interesting book with great insight on solving society’s problem on the inevitable, and ever-changing way of communicating and sorting through the confusion that is known as the web. “Everybody's laughing. No one gives a rat's ass. So here's another question. Perhaps you even thought of it yourself. How come this book ended up in the business section of your local bookstore instead of under Humor, Horror, or True Crime? Hey, don't look at us. Fact is, we don't care about business…”
- 15. Jeremy Watruba swatrub1@georgiasouthern.edu Facebook me at http://www.facebook.com/people/Jeremy-Watruba/33014759 Wordpress: http://watruba.wordpress.com/
Editor's Notes
- The cover page is pretty basic, leaving a lot to the imagination, but this book packs a punch with the writings of several influential writers compiling their opinions and advice into this intriguing PR oriented read.
- Locke has a long line of credentials that make him an even more credible source and a great read. After reading his bio, I became even more interested in reading his portions of the book. He has a huge following and has even been reviewed by publications such as Fast Company, Advertising Age, Business Week, The New York Times, The Wall Street Journal, Forbes, Fortune, The Economist, and The Financial Times. (http://en.wikipedia.org/wiki/Christopher_Locke) The picture seems to summarize Locke’s personality. He has that intelligent look about him, while the neon signs above his head imply that he also enjoys a good time.
- While researching Searls I stumbled across his webpage which included his writings on every single social media I could think of. His website makes it easy to find everything that he has been doing lately and even includes a confident quote that explains “Chances are you're looking for one of the below:” and then provided below that are links to all these social media. Source: Wikipedia: Doc SearlsSearls is pictured above explaining his 11 ideas about the future of the web Picture from: “One Man and His BlogAdam Tinworth on bloggers, journalists and other media reptiles”
- Mancala Inc. is “a 'net start-up focusing on enabling communication between local merchants and their customers.” (http://www.cluetrain.com/rick.html) the web interface included “the Java Developer Connection, a free, registration-based site for Java Developers, currently with more than 1,000,000 registered members.” Levine is pictured on the left with the rest of the Cluetrain team
- weinberger is the kind of guy you want to trust just by looking at him. He looks slightly dorky to me, but that seems to only establish credibility considering the topic on which he speaks and writesQuote from wikipedia Photo gathered from the article “The Kindle Chronicles:The Friday Podcast All About Your Kindle” (http://www.thekindlechronicles.com/wp-content/uploads/2009/11/DavidWeinberger_trees.jpg)
- Finished heading with the rest of quote “…and some powerful hints about what could happen from here on out.” (http://www.cluetrain.com/book/introduction.html)The introduction of the book is written by Locke and explains how the internet has grown over the years, emerging from an inconvenient multi-functional tool, to a user-friendly marketplace of endless opportunities. He explains the several uses of the internet, with a negative connotation of how businesses may be losing their control of the highly competitive growing marketplace The plus side, though, is that “this convergence promises a vibrant renewal in which commerce becomes far more naturally integrated into the life of individuals and communities.” Photo from: http://therawfeed.com/pix/no_internet_access.jpg
- the way individuals exchange information is completely changing how we communicate, which is shocking news for businesses, who are having trouble maintaining the image they desire. Because of the growing popularity of online social outlets, it is becoming impossible for businesses to hide the truth about their products. For example, the use of blogs in the form of product reviews (that are not sponsored by a given company) allow individuals to read and write their opinions about any given topic. If the product is legitimate and/or the company is properly networked, then these companies have nothing to worry about, otherwise the painful truth will be revealed the idea behind the dead armadillo is that businesses must adapt and listen to their surroundings or they will be trampled by what is to come Quote and photo in slide: http://www.cluetrain.com/book/95-theses.html
- What surprised me is how far off so many businesses are from targeting their markets, and how so many of them have not been able to adapt to this foreseeable future. it is no secret anymore that online networking is the almost immediate key to success, so why are so many businesses denying it? Luckily for businesses, Weinberger and Locke propose a solution in chapter 6, “The simple, if painful, prognosis: organizations must encourage and engage in genuine conversation with workers and markets -- or go belly up.” I would love to learn more about specific methods and ways for businesses, as well as markets, to come together and solve this problem once and for all. quote at top from: http://www.cluetrain.com/book/95-theses.html quote at bottom from: http://www.cluetrain.com/book/ez-answers.html photo from the article “Landed PR feature story in technology – Is Public Relations paying off?” http://www.catalogs.com/blog/2009/06/landed_pr_feature_story_in_tec.html
- I really enjoyed reading this book and would recommend it to others. The best part is that I read the whole thing online, which only gives it more credibility. It preaches about the importance of the internet, and backs it up by providing the entire text for free on their website. Furthermore is the interesting quote that provides a humorous outlook on the feel of the book quote from http://www.cluetrain.com/book/post-toasties.html