The Cluetrain Manifesto by Rick Levine, David Weinberger, Christopher Locke, and Doc Searls is a short, spunky book that pulls the carpet out from underneath "business as usual." It's a wake-up call for businesses to start listening to their employees AND market or else. With endless communication possibilities through the Internet and social networking at their fingertips, people have lost patience with unresponsive monolithic organizations. The manifesto's 95 theses directed at corporations include:

• The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
• Hyperlinks subvert hierarchy.
• Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves.
• You're too busy "doing business" to answer our e-mail? Oh gosh, sorry, gee, we'll come back later. Maybe.
• We want you to take 50 million of us as seriously as you take one report from The Wall Street Journal.

Find in the Library: First Floor HF5548.32 .C56 2000