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The Cluetrain Manifesto: 10th Anniversary Edition by David Weinberger, Doc Searls, Christopher Locke, Rick Levine

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INTRODUCTION
WHAT IF THE REAL ATTRACTION OF THE INTERNET IS NOT its cutting-edge bells and whistles, its jazzy interface, or any of the advanced technology that underlies its pipes and wires? What if, instead, the attraction is an atavistic throwback to the prehistoric human fascination with telling tales? Five thousand years ago, the marketplace was the hub of civilization, a place to which traders returned from remote lands with exotic spices, silks, monkeys, parrots, jewels—and fabulous stories.
 
In many ways, the Internet more resembles an ancient bazaar than it fits the business models companies try to impose upon it. Millions have flocked to the Net in an incredibly short time, not because it was user-friendly—it wasn’t—but because it ...

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