It was first posted to the web in as a set of ninety-five theses, and was published as a book in with the theses extended by seven essays. The work examines the impact of the Internet on marketing , claiming that conventional marketing techniques are rendered obsolete by the online "conversations" that consumers have and that companies need to join. A revised and extended version of the text appeared as a book under the title The Cluetrain Manifesto: The End of Business as Usual in In its central thesis that "markets are conversations", the work asserts that the Internet is unlike conventional media used in mass marketing as it enables conversations amongst consumers and between consumers and companies, which are claimed to transform traditional business practices. Technologies listed in the printed publication as conduits of such conversations include email, news groups, mailing lists, chat, and web pages.
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It has been sixteen years since our previous communication. In that time the People of the Internet — you and me and all our friends of friends of friends, unto the last Kevin Bacon — have made the Internet an awesome place, filled with wonders and portents. When we first came before you, it was to warn of the threat posed by those who did not understand that they did not understand the Internet. These are The Fools, the businesses that have merely adopted the trappings of the Internet.
The Marauders understand the Internet all too well. They view it as theirs to plunder, extracting our data and money from it, thinking that we are the fools. A horde is an undifferentiated mass of people. But the glory of the Internet is that it lets us connect as diverse and distinct individuals. We all like mass entertainment. Heck, TV's gotten pretty great these days, and the Net lets us watch it when we want. But we need to remember that delivering mass media is the least of the Net's powers.
The Net's super-power is connection without permission. Its almighty power is that we can make of it whatever we want. It is therefore not time to lean back and consume the oh-so-tasty junk food created by Fools and Marauders as if our work were done.
It is time to breathe in the fire of the Net and transform every institution that would play us for a patsy. An organ-by-organ body snatch of the Internet is already well underway. Make no mistake: with a stroke of a pen, a covert handshake, or by allowing memes to drown out the cries of the afflicted we can lose the Internet we love. We come to you from the years of the Web's beginning. We have grown old together on the Internet.
Time is short. We, the People of the Internet, need to remember the glory of its revelation so that we reclaim it now in the name of what it truly is. January 8, Use, re-use, share, or modify the text of this page.
No need to ask permission. This is an open source publishing project. Click here to hide. To the extent possible under law, David Weinberger and Doc Searls has waived all copyright and related or neighboring rights to New Clues. This work is published from: United States. Click on a clue number for a link. Click to make this page Safe for Work Children. O nce were we young in the Garden The Internet is us, connected.
The Internet is not made of copper wire, glass fiber, radio waves, or even tubes. The devices we use to connect to the Internet are not the Internet. Facebook, Google, and Amazon are not the Net's monarchs, nor yet are their minions or algorithms. Not the governments of the Earth nor their Trade Associations have the consent of the networked to bestride the Net as sovereigns.
We hold the Internet in common and as unowned. From us and from what we have built on it does the Internet derive all its value. The Net is of us, by us, and for us. The Internet is ours. The Internet is nothing and has no purpose. The Internet is not a thing any more than gravity is a thing.
Both pull us together. The Internet is no-thing at all. At its base the Internet is a set of agreements, which the geeky among us long may their names be hallowed call "protocols," but which we might, in the temper of the day, call "commandments. The first among these is: Thy network shall move all packets closer to their destinations without favor or delay based on origin, source, content, or intent.
Thus does this First Commandment lay open the Internet to every idea, application, business, quest, vice, and whatever. There has not been a tool with such a general purpose since language. This means the Internet is not for anything in particular.
Not for social networking, not for documents, not for advertising, not for business, not for education, not for porn, not for anything. It is specifically designed for everything. Optimizing the Internet for one purpose de-optimizes it for all others.
The Internet like gravity is indiscriminate in its attraction. It pulls us all together, the virtuous and the wicked alike.
The Net is not content. There is great content on the Internet. But holy mother of cheeses, the Internet is not made out of content. A teenager's first poem, the blissful release of a long-kept secret, a fine sketch drawn by a palsied hand, a blog post in a regime that hates the sound of its people's voices — none of these people sat down to write content.
Did we use the word "content" without quotes? We feel so dirty. The Net is not a medium. The Net is not a medium any more than a conversation is a medium. On the Net, we are the medium. We are the ones who move messages. We do so every time we post or retweet, send a link in an email, or post it on a social network. Unlike a medium, you and I leave our fingerprints, and sometimes bite marks, on the messages we pass. We tell people why we're sending it.
We argue with it. We add a joke. We chop off the part we don't like. We make these messages our own. Every time we move a message through the Net, it carries a little bit of ourselves with it. We only move a message through this "medium" if it matters to us in one of the infinite ways that humans care about something. Caring — mattering — is the motive force of the Internet. Fork Me! The Web is a Wide World.
Thank you. Tim created the Web by providing protocols there's that word again! The Web is an impossibly large, semi-persistent realm of items discoverable in their dense inter-connections. That sounds familiar. Oh, yeah, that's what the world is. Unlike the real world, every thing and every connection on the Web was created by some one of us expressing an interest and an assumption about how those small pieces go together.
Every link by a person with something to say is an act of generosity and selflessness, bidding our readers leave our page to see how the world looks to someone else. The Web remakes the world in our collective, emergent image. B ut oh how we have strayed, sisters and brothers How did we let conversation get weaponized , anyway? It's important to notice and cherish the talk, the friendship, the thousand acts of sympathy, kindness, and joy we encounter on the Internet. And yet we hear the words "fag" and "nigger" far more on the Net than off.
Demonization of 'them' — people with looks, languages, opinions, memberships and other groupings we don't understand, like, or tolerate — is worse than ever on the Internet. Women in Saudi Arabia can't drive? Meanwhile, half of us can't speak on the Net without looking over our shoulders. Hatred is present on the Net because it's present in the world, but the Net makes it easier to express and to hear. The solution: If we had a solution, we wouldn't be bothering you with all these damn clues.
We can say this much: Hatred didn't call the Net into being, but it's holding the Net — and us — back. Let's at least acknowledge that the Net has values implicit in it. Human values. Viewed coldly the Net is just technology. But it's populated by creatures who are warm with what they care about: their lives, their friends, the world we share. The Net offers us a common place where we can be who we are, with others who delight in our differences.
Doc Searls & David Weinberger, New Clues
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