The Book

“Huge corporations still stalk the earth. We still report to hierarchical structures that cut us paychecks in exchange for obedience.”

“…companies still speak of “acquiring,” “owning,” “controlling,” and “locking in” customers as if they were slaves.”

“The only advertising that was ever truly effective was word of mouth, which is nothing more than conversation. Now word of mouth has gone global.”

The Cluetrain Manifesto began as a Web site ( in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, the Linux Journal, and NPR, posted 95 theses about the new reality of the networked marketplace. Ten years after its original publication, their message remains more relevant than ever.

The Authors

Christopher Locke

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The Authors’s Blog

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