“Markets are conversations”, a simple sentence form a book entitled the “cluetrain manifesto”, dated 2001. The phrase in itself seems pretty trivial, and unthreatening, yet it might be the trigger of a soft revolution, the revival of true commerce among people.

In 2001 a bunch of smart people who have acted and still act in prominent positions and in prominent companies, wrote that book; and yet everything they wrote in the “clue-train” seems to go against the values of the companies they work for.

As an opening the writers lists 95 theses, those 95 short sentences might sound trivial, humorous, provocative but once you get into the world of the new media you get a strong sense of what they mean.

See the short example below (4 out of 95 theses):

(6) The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

(9) These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.

(10) As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.

(12) There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.

How about that, doesn’t it feel like a Tsunami. Well the world keeps moving on, and sometimes it feels closer to Georges Orwell’s “big brother” than to “Utopia”. What I like in the “clue train” is that it delivers hope and a positive view of what the world could become.

The “clue-train” is humorous, not always easy to read but definitely inspiring, I strongly recommend you read it.


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