Will Roney

Book Review – The Cluetrain Manifesto by Levine, Locke, Searls,Weinberger, Newmark & McKee

In Non-Fiction Writing on June 14, 2011 at 10:47

The Cluetrain Manifesto

I had not heard of “The Cluetrain Manifesto” before. I had always thought it fitted into the same category as “The Dice Man” by Luke Rheinhart in that it was a nice experimental piece, but that ultimately it wasn’t going to deliver anything new. I recently read “The Cluetrain Manifesto” and was proven wrong. It has a lot to say and it says it in a way that is very readable.

The concept behind “The Cluetrain Manifesto” is that a traditional business approach is unwieldy and wrong in an age where everyone has access to the internet, and that things have to change. The only proviso I would say, is that the publication date of the book is 1999 and as identified in the book, the terminology used is a little out of date.

This is a book that I thoroughly enjoyed. Its main premise that due to the arrival of the level playing field that is the internet, businesses have to change their ways is still as important as ever. The idea that engagement with your customer as equals, rather than in a patrician manner is fundamental to making progress in this Brave New World.

Customers need to be loved, employees need to be loved, and the internet is the medium that is making this happen. Businesses that survive will be indistinguishable from the businesses of even today. They will be less driven by hard metrics, but conversation and solving problems will be the order of the day.

The net result of this will be customer and employee loyalty. There is nothing better in this world than feeling as though you are part of something positive. I am not necessarily an advocate of free-loving and peace, but the concepts that drive these ideals are the most important forces that businesses need to harness in order to be trading in the future.

The single word summary of  “The Cluetrain Manifesto” is conversation. Without it, customers will go elsewhere, to competitors who don’t fake-value your custom, but want to understand and provide a service that people will want to come back to. The internet has opened up channels of communication that were either previously ignored or were only accessible to the fortunate few. And it is these communication channels that are on the front line of business now.

I found “The Cluetrain Manifesto” to be an engaging and very interesting ride through the changes in business patterns that were happening in the late 20th Century. I would like to see a further edition bringing it bang up to date into the world of smartphones and applications, Apple and Google, so that the next cyber-generation can take advantage of these wise words.

Have you enjoyed this review? If you have, click through and buy the book HERE!

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  1. […] Book Review – The Cluetrain Manifesto by Levine, Locke, Searls … The concept behind “The Cluetrain Manifesto” is that a traditional business approach is unwieldy and wrong in an age where everyone has access to the internet, and that things have to change. The only proviso I would say […]

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