The Cluetrain Manifesto


April 3, 2013 by alicethorstorp

The Cluetrain Manifesto is a business communications book written by Rick Levine, Christoffer Locke, David Weinberger and Doc Searls. Its main message is that business as usual is over, and that companies nowadays need to learn how to communicate in a more “human” way. They discuss the fact that companies are not just organizational bodies, but are comprised by living human beings who all have their own personality and  communication style.

Cover of "The Cluetrain Manifesto: The En...

Cover via Amazon

A key word which is often mentioned in this book is conversations. Companies should not communicate to their audience with prepared and rehearsed marketing messages saying the same things as all the other companies, but they should have conversations with people and engage in two-way communications. They should be honest.

What I particularly like about this book is that it is written in a very informal way, which clearly distinguishes it from other business books. This shows that the authors “walk the walk” and apply what their key message on their way of writing.

I can really recommend this book to people who are fed up with boring business communications books and want to read something enligthening.


2 thoughts on “The Cluetrain Manifesto

  1. Therese says:

    Very interesting! I am trying to use the principle of having “conversations” with my clients in my work, and not just stick to the corporate lingo. Thank you!

  2. Very interesting. I’ll read the book. Thank you.

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