All about everyonea blog about engagement

The Cluetrain Manifesto: 10 years young…

I only found this today, via an article on Wikipedia. The slide show above is just a summary of the points raised in the actual collection of 95 theses written as part of the original Cluetrain Manifesto (which I am still reading).

The Cluetrain Manifesto was written in 1999. I think what this amazingly insightful group of texts reveals, is that people’s perceptions about how brands treat them has not changed much (sceptical, dissatisfied, generally negative), but also that, our insights into the what and how of our engagement with brands hasn’t really evolved much in ten years, either. Does this suggest that our perceptions of change are more idealistic (and much of what we hear about perceived change is written by the hopeful), mine included, than prophetic. Or simply that socio-economic change is slower than technological change, for what should perhaps be obvious reasons (resistance from current heirarchical, capitalist power holders).

The sentiments in the slides resonate with what I think about this subject. I do believe that there is a real opportunity for positive change in this area (there’s the hope thing again), so that we have a more humane approach to transactional behaviour, between brands/companies and individuals. But I need to read more to see exactly how relevant the Cluetrain Manifesto remains relevant. At first glance though, it appears to be growing in relevancy and probability then the other way around.

If you’ve read it, or are familiar with any of the thesis in it, I’d love to know your thoughts.

You can read the full text here.