 |
contemporary
business & the WEB |
The
Cluetrain Manifesto. This thought-provoking book actually
was one of the catalytic influences which dynamited me out of my complacency
in terms of my existing web site. Just like Dr. Martin Luther, posting
his similarly disruptive "95 theses" on t"he Power and Efficacy of Indulgences"
in 1517, Mssrs. Levine, Locke, Searls, and Weinberger put a definitive
stop to the notion of "business as usual" in the newly "wired" world.
It kind of reminds me of a next door neighbor I used to have: he predicted
that the internet would be "a fad just like CB radio." In a pig's
eye!
The co-authors assert that "markets are converstaions" and that they "consist of human beings, not demographic sectors." Much like this site, with the numerous hyperlinks, connecting YOU, the user with more information, logically organized, than you would be able to construct yourself, tthe authors also assert that "hyperlinks subvert heirarchy." In other words, if the shortest distance between you and the knowledge that you need is a short clickable link on the world wide web, executed by the 1/10th of an inch movement of your index finger on a mouse, the "priesthood of experts" fall. This is an "in your face" book that should be read by EVERY entrepreneur, EVERY fee-for-service practitioner of ANY profession, and EVERYONE connected with modern networks and the internet. You will never look at the world, or business, the same way afterwards. And you will recognize that "eye candy" web sites with the same old advertising messages will no longer work. |
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