Fifteen years ago, “The Cluetrain Manifesto,” one of the most important business books of the Internet generation, took the world by storm. Last month, two of that book’s authors, Doc Searls and David Weinberger, created the “New Clues,” an updated perspective on how the Internet affects marketing, PR and technology.
As I read over the “New Clues,” I thought about the original “Cluetrain” and reflected on how uneducated so many marketers remain to this day. I was wrong to look at the original “Cluetrain” as predictions of what was to come. They were, as the “New Clues” are today, a rallying cry for how things could and should be. These clues challenge readers to stop and consider the world-changing potential the Internet continues to have rather than defaulting to what we’ve always done.