With the revolution of the Internet, and the sudden boom of social media popularity, the way consumers and companies communicate with and about each other is changing rapidly a drastically.
The Cluetrain Manifesto is a phenomenal resource for companies looking to utilize the Internet and Intranets to benefit their organization, and the book acts as a how-to for establishing yourself in the “newly-connected marketplace”.
David Weinberger, Doc Searls, Chris Locke, and Rick Levine wrote the book in a group effort to provide companies with advice on how to remain viable in a changing online marketplace. They accomplish this goal by offering 95 Theses about: what changes in the marketplace are taking place, how to adapt to these changes, approaches companies can take to respond to the change, and anticipations for how the new marketplace will continue to become newer. A summary of the theses can be found in the slideshare presentation below:
I believe that this book is a great read for anyone with a business, small or large, because its essential that companies understand how to establish a credible voice online. I learned from reading this book that information available in the marketplace is assigned more value than information coming directly from a company. Consequently, businesses must embrace the new marketplace and grown in it, or they risk becoming obsolete.