1999 - Christopher Locke and three stout Internet pioneers wrote a book about the overlooked significance of the web. While most were absorbed by the technical wizardry these gentlemen pronounced the world clueless regarding the web's power, purpose and potential.
Cluetrain Manifesto is still worth reading. It was, perhaps, the first book to recognize how the Internet changes the following Mindsets:
- Constituents are finding their "Voices"
- These voices are hungry to speak back
- Advertisers have to change from hype to conversations
- Marketers need to shift focus from demographics to people
- Companies need to move from packaging (which is suspect) to transparency
- Clients will avoid push messages and gravitate to those who repond to pull requests
Remember - this was written almost 8 years ago.
The book is now free online (click here).
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