Under the influence

It started with Cluetrain in early 1999. Roughly five hundred years after Martin Luther allegedly nailed his ninety-five theses to the door of the church at Wittenberg, a new polemic was posted online, at www.cluetrain.com. This correspondent stumbled upon a reference to it within a research note from Merrill Lynch’s (now discredited) internet analyst, Henry Blodget. ‘The Cluetrain Manifesto: the end of business as usual’ was the brainchild of four technologists and visionaries: blogger Christopher Locke; columnist David ‘Doc’ Searls; philosopher David Weinberger and entrepreneur Rick Levine. Its essential premise is that:

Networked markets are beginning to self-organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations.

Under the influence