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