Came back from holidays this morning, a little depressed and grey, to find a package from Rubber Republic on my desk.
Inside was a copy of the seminal (but probably not read widely enough) tome, The Cluetrain Manifesto. I think that the Cluetrain is a great, provactive, insightful piece of writing. It came out when I was working in Ogilvy Interactive New York and I remember how it just seemed to encapsulate how I was thinking and feeling about digital.
Their 95 Theses were great - here are a couple:
1. Markets are conversations
2. Markets consist of human beings, not demographic sectors
3. Conversations among humans sound human. They are conducted in a human voice.
9. These networked conversations are enabling powerful forms of social organization and knowledge exhange to emerge.
10. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.
The point of this Book Crossing scheme is that I pass the book along, so much as I want to keep it (actually I just need to hunt for my original version) I will post on the book to anyone who wants it. The condition is that they need to send it on to someone else after they have finished with it.