Table of Contents
Foreword Thomas Petzinger, Jr. ix
The Cluetrain Manifesto xiii
95 theses for the people of earth-the Web site that started it all
Introduction 1
Introduction to the Tenth Anniversary Edition 3
The End? Of Business? As Usual? David Weinberger
Markets Are Relationships Doc Searls 9
But How Does It Taste? Rick Levine 23
Obedient Poodles for God And Country Chris Locke 37
In Defense of Optimism David Weinberger 53
1 Internet Apocalypso Christopher Locke 73
2 The Longing David Weinberger 111
3 Talk is Cheap Rick Levine 119
4 Markets Are Conversations Doc Searls David Weinberger 147
5 The Hyperlinked Organization David Weinberger 187
6 Ez Answers Christopher Locke David Weinberger 233
7 Post-Apocalypso Christopher Locke 245
Journalism as a Conversation Dan Gillmor 257
How Lego Caught the Cluetrain Jake McKee 267
Cluetrain In the Cubicle J.P. Rangaswami 277
Acknowledgments 285
Where Are They Now? 287
Index 291