UK Web Site Design and Search Engine Optimisation
The Cluetrain Manifesto
For any company that entertains the thought of doing business on the Internet, I would strongly suggest that they first read The Cluetrain Manifesto. Although written back in 1999, a lot of the key principles behind the book still ring very true.
To my mind, there are a couple of things that I would take issue with the authors about. When talking about the various topics, it's obvious that they all have great strength in their convictions with regards to what they are saying. Although I mean this in a good way, it also means that at times it feels like they are preaching at you rather than trying to present a convincing argument.
I also found that in places the authors view tended to be a little naive, always assuming the best, especially of the workforce. I'm not saying that you should automatically assume the worst, but not everybody is a degree level educated individual brimming with ideas and phenomenal social skills. There will always likely be a need for checks and balances.
Despite these minor niggles, The Cluetrain Manifesto really does bring out a lot of home truths. Carry on as usual, bricks and mortar business on the web is not feasible, and those companies that want to succeed in this medium need to start adapting right now.
The Cluetrain Manifesto by Christopher Locke, Doc Searls, Rick Levine and David Weinberger. Published by FT.com