Whoo whoo - Ride the Cluetrain

I've just started reading The Cluetrain Manifesto this week. I am genuinely amazed that this book was first published in 2001. The observations and indeed thought therein, are way ahead of their time, or crucially, I have been ignoring my subconscious for a little too long.

I've been getting increasingly disillusioned by many bodies of thought which exist in corporate business. The nonsense which so often prevails over good sense and pervades, infects almost, the good work which some set out to do. Rushing a job to give the appearance of performance; half arsed, ill timed, decision making - all too common. Having covered only the first chapter or so, Doc Searls and his band of merry men explicitly describe how and why business must evolve to quell these behaviours through realising that people are...er... people. I absolutely love the tagline:

We are not seats or eyeballs or consumers or end users.

We are human beings.

And our reach exceeds your grasp.

Deal with it.

Get a copy. If you're in business and the above sounds like your company, its time to wise up.