Rick Levine, Christopher Locke, Doc Searls, and David Weinberger; 30 June 1999; The Cluetrain Manifesto

"A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies."

Theses 1–6: Markets are Conversations

The open forum of the internet is removing barriers to marketplace entry, democratising information, and massively increasing the number of actors with varying roles and objectives.

Thesis 7: Hyperlinks Subvert Hierarchy

Information is easily remixed and repurposed in contexts not initially intended.  This changes its value.

Theses 8–13: Connection between the new markets and companies

Employees and customers become better informed through connection to each other and between each other; creating a newer, superior source of truth and method of verification.

Theses 14 – 25: Organisations entering the marketplace

Natural human tone is the lingua franca and organisations must find a way to become part of the conversation.

Theses 26–40: Marketing & Organisational Response

A degree of authenticity (read: relevance) is required from organisations to be accepted.

Theses 41–95: New Market Expectations

Provocations on future state.

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