cluetrainplus10

Today’s the tenth Anniversary of The Cluetrain Manifesto – The end of business as usual. Here’s part of the introduction:

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.

Now, ten years on a lot of fundamental changes many brought about by this seminal work have happened and the 95 theses seem mostly as relevant as ever, however, what struck me is thesis 87:

We’d like it if you got what’s going on here. That’d be real nice. But it would be a big mistake to think we’re holding our breath.

I don’t know about you, but this still resonates with me. With all we have learned and the great tools at our disposal, how many companies don’t really seem to get it? How many are still practicing controlled one way communications and marketing speak? We all have our examples and they can be found in any industry.

Will this still be the case when we celebrate cluetrainplus15? I definitely hope not. By that time let’s hope everyone finally gets it.