A monster in plain sight

In The Cluetrain Manifesto, four tech-savvy thinkers, back in April 1999, suggested how the Internet was going to change everything, not least business as usual. A latter-day reworking of Martin Luther’s 95 Theses, the Cluetrain Manifesto posited that

All markets are conversations

and went on to argue that

The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.

A monster in plain sight