Clued into Holiday Reading


I’d like to start this post by wishing every one a happy holiday! As we all celebrate our respected days this week, a lot of us or taking some well-deserved time off work. That said, the blog folks will be back the week of Dec. 29th to wrap up the year’s best and worst ads and provide their thoughts on the 2009 ad outlook. In between now and then, I attend to catch up on some reading. One book in particular is The Cluetrain Manifesto. Although this book came out in 2000 (a year when I was more concerned with “sharing” songs on Napster and ultimately just beginning to tap into the the unlimited powers of sharing other valuable consumer thoughts on the Internet), this book still holds much relevance today. I still hear people bring it up at social media conferences and Webinars–’bout time I give it a read. Especially in our current economic situation, we, as marketers, have to be so in tuned to what’s going on with these consumer conversations–as they are louder than ever).

You can read the entire book online. (And, yes, that does equate to “free.”)

Nutshell… Markets are conversations. Talk is cheap. Silence is fatal.

“A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.”

-Excerpts from the book.


Magnani is an experience design and strategy firm that crafts transformational digital experiences to delight users and deliver sustainable competitive market advantages for our clients.


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