Keeping It Real — The Cluetrain Manifesto

As a marketing person reading The Cluetrain Manifesto, I feel myself wince. And even as I re-read the 96 points at the beginning, I’m still not convinced.

The book has been out for a while. And is a best seller on Amazon at just over # 6,000.

I guess it just makes me uncomfortable, but maybe that’s the intention. They don’t like the concept “target market”, but anyone who reads this blog knows I’m always talking about target markets. They don’t like “market research” or “corporate brochures” but want the corporations to talk like individuals.

I’m still not convinced. I know lots of other people believe in this book. Maybe it’s going to take me a little longer.

Author: Chris Brown

Business owner operating a marketing consulting firm. Online Publisher. Keynote Speaker.

One thought on “Keeping It Real — The Cluetrain Manifesto”

  1. Chris you are exactly right, if you are a marketer, The Cluetrain Manifesto is supposed to make you feel like you are an evil person. It’s a good book, and makes a lot of sense. But the problem is, the authors come from the ‘all marketing is evil’ mindset. They let that thinking cloud their writing, and as a result, the book isn’t the superior work it could have been.

    IMO Life After the 30-Second Spot is a much better work, and Jaffe does a much better job of communicating many of the same points. Whereas Searls and the rest of the Cluetrain authors seem to be saying ‘marketing is broke, let’s throw it away’, Jaffe is saying ‘marketing is broke, here’s how we can fix it’.

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