Cluetrain

Cluetrain refers to a set of manifestos published online in 1999, primarily authored by David Weinberger, Rick Levine, Christopher Locke, and Doc Searls. The manifestos, collectively known as The Cluetrain Manifesto, argued that businesses needed to understand and adapt to the new realities of the internet and the evolving nature of markets. The core idea is that "markets are conversations."

The manifestos challenged traditional corporate communication methods, which were often seen as one-way and overly controlled. Instead, they advocated for a more open, honest, and direct approach to customer engagement. Key principles included the idea that the internet allows for more empowered customers who can easily share information and opinions, and that companies must listen and respond to these conversations.

The Cluetrain's influence has been significant in shaping discussions around digital marketing, public relations, and customer relationship management. It highlighted the importance of transparency, authenticity, and building community online. While originally published over two decades ago, many of its core tenets continue to be relevant in today's interconnected digital landscape. The manifestos consist of 95 theses, each presenting a concise statement about the changing business environment.