The Cluetrain Manifesto: the end of business as usual

Christopher Locke, Rick Levine, Doc Searls, David Weinberger (Perseus Press, 2000)

"Markets are conversations." That's the first of 95 theses and provides plenty to think about even if you never get to #2 (though #21: "Companies need to lighten up and take themselves less seriously. They need to get a sense of humor." is another favorite).We think conversation is a core business process and Doc Searls has had a big influence on how we think about supporting conversation online.