Los mercados son conversaciones
- El manifiesto Cluetrain
El Manifiesto Cluetrain es un listado de 95 conclusiones ordenadas y presentadas como un manifiesto, o una llamada a la acción, para todas las empresas que operan en lo que se sugiere un mercado con nuevas conexiones. Fue creado en 1999 por Fredrick Levine, Christopher Locke, Doc Searls y David Weinberger.
Dr. David Weinberger is a technologist, author, professional speaker and commentator. David’s work focuses on how the Internet is changing human relationships, communication, and society. He is co-author of bestselling “The Cluetrain Manifesto”, author of ”Small Pieces Loosely Joined - a Unified Theory of the Web”, “Everything is Miscellaneous – the Power of the New Digital Disorder”, and the recently (01/2012) “Too Big to Know: Rethinking Knowledge Now That the Facts Aren’t the Facts, Experts Are Everywhere, and the Smartest Person in the Room Is the Room”
and that it is the summing and slicing of these conversations that will drive business in the 21st Century.The authors are quite correct, and helpful, when they point out that in the aggregate, the combined preferences, insights, and purchasing power of all Web denizens is vastly more valuable and relevant to business decisions about production, quality, and services than any "push" marketing hype or engineering presumptions about what people might need.Sadly, the authors' neither provide an integrated understanding of the true terrain over which the great conversation takes place, nor do they provide any substantive suggestions for how web content managers might improve our access to the knowledge and desires that are now buried within the web of babel. Their cute "tell a story" and equally cute advice to have big boxes for customer stories in the forms provided for input, simply do not cut it with me.This book is a 5 for the one great idea, a 2 for beating the idea to death, a 3 for presentation, and a 4 overall because it was just good enough to keep me reading to the last page.
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