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How many theses does the Cluetrain Manifesto *actually* present? (Hint: it’s not 95)
Assuming that this is not a trick question where, there is no right or wrong answer because what is right to you maybe wrong to me, I am going to say there are actually 62 theses in the Cluetrain Manifesto. Or maybe it is just 1 since the main idea is about conversations.

The web has bought businesses and people back to informal communicating, sort of a Laissez-faire type approach. The Internet was basically changed the way business is done. The Cluetrain Manifesto push is either get on board with the open, participatory communication or become obsolete. Business-as-usual model as become antiquated; the Web offers people the chance to engage, share and learn from each other. As the book states, connected, they reclaim their voice in the market, but this time with more reach and wider influence than ever.

In the forward key points are mentioned, the book is an obituary for business-as-usual. It shows how your Web strategy may be minutes from obsolescence. It reveals how the Internet has made your entry-level employees as powerful as your senior vice president of marketing.

Second, the book simply describes business as it really is and as it’s really becoming. Organization operating by the old standard model of business need to undergo a metamorphosis. Control is a losing game in a global marketplace where the range of customer choice is already staggering and a suicidal game for companies that must come up with the knowledge necessary to create those market choices.

Third, the basic message involves speaking with a human voice. That means stories instead of lectures, humor instead of hubris, description instead of PowerPoint pie charts. Authenticity, honesty, and personal voice underlie much of what is successful on the Web.

Finally, this book states how conversation forms the basis of business, how business lost that voice for a while, and how that language is returning to business thanks to a technology that inspires, and in many cases demands, that we speak from the heart. These new conversations online are generating new ways of looking at problems. They are spawning new perspectives, new tools, and a new kind of intellectual bravery more comfortable with risk than with regulation. The World Wide Web reinforces freedom without restraint. The Web is a real place where people can go to learn, to talk to each other, and to do business together. It is a bazaar where customers look for wares, vendors spread goods for display, and people gather around topics that interest them. It is a conversation.


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