Cluetrain Manifesto

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The Cluetrain Manifesto (Engl. Cluetrain manifesto ) is the title of a collection of 95 theses on the relationship between companies and their customers in the Internet age and the new economy , in 1999 (to weddings of the dotcom boom ) of the Americans Rick Levine , Christopher Locke , Doc Searls and David Weinberger and has been signed by numerous well-known experts (such as Eric S. Raymond ). A book was later published under this title.

The form refers to the 95 theses of the reformer Martin Luther .

On January 8, 2015, the original authors Doc Searls and David Weinberger published 121 new theses - the "New Clues". According to the authors, the new theses have been coordinated with the other authors of the first work.


"We are not target groups or end users or consumers. We are people - and our influence is beyond your control. You can handle that."

Under this heading, 95 theses provide a pragmatic view of people and markets, including new communication channels such as B. the Internet and mobile phone communication . It describes the growing impact that new technologies will have on communication and how the power of conventional marketing is waning as a result. The manifest outlines the end of one-way communication. The markets of the future are based on the relationships between people and on the relationships between companies and people or markets.


  • Rick Levine, Christopher Locke, Doc Searls: The Cluetrain Manifesto. 95 theses for the new corporate culture in the digital age . Econ Verlag 2002, ISBN 3-430-15967-9

Web links

Individual evidence

  1. ^ Doc Searls, David Weinberger: "New Clues," published January 8, 2015, accessed January 12, 2015
  2. Süddeutsche Zeitung: "We are naked online and companies are taking advantage of it" , published on January 10, 2015, accessed on January 12, 2015