これまでのビジネスのやり方は終わりだ―あなたの会社を絶滅恐竜にしない95の法則 [単行本]

これまでのビジネスのやり方は終わりだ あなたの会社を絶滅恐竜にしない９５の法則
　インターネット上では電子掲示板などを介して，実に多彩な意見交換や議論が行われている。企業や製品に関する議論も当然あるが，多くの企業は知ってか知らずか議論に加わることはない。それがどれほど企業に対する不信感を高めているか，考えたことがあるだろうか。

　本書は，そのリスクの大きさを事例で実証し，企業がとるべき道を提言した。骨子の一つは，「広報など一部の部門以外による対外的な発言を禁じている企業は滅びる。それを避けるにはネット上の議論に対して，従業員が自由に発言できるよう奨励策を採れ」というもの。インターネットが企業に及ぼす影響を深く考察した第1章「インターネット黙示録」は，特に読みごたえがある。

(日経コンピュータ 2001/05/07 Copyright©2000 ブックレビュー社.All rights reserved.)

Markets are conversations. Talk is cheap. Silence is fatal. "You must read the Cluetrain Manifest. So: read it , inhale it. If it pisses you off...GREAT" Tom Peters What if the real power of the Web lay not in the technology behind it, but in the profound changes it brings to the way people interact with business? And what if these changes were altering the nature of your company as profoundly as they have changed your markets? With language as sharp and compelling as its observations. www.cluetrain.com burst unexpectedly onto the scene with 95 Theses to ignite a vibrant and viral conversation, making hash of corporate assumptions about the nature of online business. Provocative, outrageous and wickedly smart, the manifesto has challenged executives from Global 1000 companies to sign-on or risk missing a genuine revolution. Expanding on ideas and insights first nailed up on the Web. The Cluetrain Manifesto both signals and explores a sea change already nearing flood tide in today's wired world. Through the Internet, people are discovering new ways to share relevant knowledge with blinding speed. As a result, markets are getting smarter than most companies. Whether management understands it or not, networked employees are an integral part of these borderless conversations. Today, customers and employees are communicating with each other in language that is natural, open, direct and often funny. Companies that aren't engaging in them are missing an unprecedented opportunity. A rich tapestry of anecdotes, object lessons, parodies, insights and predictions. The Cluetrain Manifesto illustrates how the Internet has radically reframed the "immutable laws" of business - and what business needs to know to weather the seismic aftershocks. "When people in networked markets can get faster and smarter information from one another than from the companies they do business with, it may be time to close shop. Or, maybe it's just time to get on The Cluetrain and fully understand that your customers are living, breathing creatures who want one-to-one relationships with your company, not just one-way rhetoric." Don Peppers, co-founder of Peppers and Rogers Group, and co-author of The One to One "For every consumer-products company wondering why its internet marketing doesn't seem to be working" Business Week "The most important business book since in Search of Excellence. Get a clue. Read the book"Information Week..." " Most marketing campaigns are based on the fear that the market might see what's really going on isnide the company. Sound familiar? If it does then you've already come across the Cluetrain Manifesto...If you haven't already then you should make it your business to do so...Until big brands embrace more of the Cluetrain thinking, the anti-capitalist rioters might just have a point." Campaign, August 2001 --このテキストは、 オンデマンド (ペーパーバック) 版に関連付けられています。

大切な人の声が聞こえていますか?消費者が、従業員が、自由に肉声で語り始めた。誰もが企業と直接話をしたがっている。社内外の壁を突き崩し、ウソのない率直な対話に加われる企業だけが生き残る!ウェブから生まれた話題の書「クルートレイン宣言」ついに登場。

インターネットを通じて、消費者や従業員など誰もが企業と直接話をしたがっている。社内外の壁を突き崩し、ウソのない率直な対話に加われる企業だけが生き残る。ウェブから生まれた「クルートレイン宣言」が書籍で登場。

How would you classify a book that begins with the salutation, "People of Earth..."? While the captains of industry might dismiss it as mere science fiction, The Cluetrain Manifesto is definitely of this day and age. Aiming squarely at the solar plexus of corporate America, authors Christopher Locke, Rick Levine, Doc Searls, and David Weinberger show how the Internet is turning business upside down. They proclaim that, thanks to conversations taking place on Web sites and message boards, and in e-mail and chat rooms, employees and customers alike have found voices that undermine the traditional command-and-control hierarchy that organizes most corporate marketing groups. "Markets are conversations," the authors write, and those conversations are "getting smarter faster than most companies." In their view, the lowly customer service rep wields far more power and influence in today's marketplace than the well-oiled front office PR machine.

The Cluetrain Manifesto began as a Web site (www.cluetrain.com) in 1999 when the authors, who have worked variously at IBM, Sun Microsystems, the Linux Journal, and NPR, posted 95 theses that pronounced what they felt was the new reality of the networked marketplace. For example, thesis no. 2: "Markets consist of human beings, not demographic sectors"; thesis no. 20: "Companies need to realize their markets are often laughing. At them"; thesis no. 62: "Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall"; thesis no. 74: "We are immune to advertising. Just forget it." The book enlarges on these themes through seven essays filled with dozens of stories and observations about how business gets done in America and how the Internet will change it all. While Cluetrain will strike many as loud and over the top, the message itself remains quite relevant and unique. This book is for anyone interested in the Internet and e-commerce, and is especially important for those businesses struggling to navigate the topography of the wired marketplace. All aboard! --Harry C. Edwards

Experienced technology users with a history of communicating over the Web, Levine (Sun Guide to Webstyle), Locke (who has worked for MCI and IBM and written for such publications as Forbes), Searls (a senior editor at Linux Journal) and Weinberger (a regular commentator on NPR) want nothing less than to change the way the world does business. Commerce, they argue, should not be about transactions, it should be about conversations, no matter what the medium. The artifice that frequently accompanies buying and selling should be replaced by a genuine attempt to satisfy the needs, wants and desires of the people on both sides of the equation. Despite their long digressions, the authors occasionally succeed in making solid, clever points that reveal fundamental flaws in the structure of traditional businesses. Consider this comment about business hierarchies: "First they assume--along with Ayn Rand and poorly socialized adolescents--that the fundamental unit of life is the individual. This despite the evidence of our senses that individuals only emerge from groups." So far so good. But their apparent assumption that everyone in upper management, along with anyone who does not embrace every aspect of their utopian ideal, is a dolt may not be the best way to raise an army in support of their cause. Similarly, ignoring examples of companies that are already doing business differently--the magazines Inc. and Fast Company are filled with examples every month--and glossing over the specifics on how to implement their business model undercuts their credibility. (Feb.)
Copyright 2000 Reed Business Information, Inc.

Written by four of the liveliest voices on the Web, this book takes you deeper into the new order of business than any this decade. The Cluetrain Manifesto presents a stunning tapestry of anecdotes, object lessons, parodies, war stories, and suggestions, all aimed at illustrating what it will take to survive and prosper in the fast-forward world on the wire.

The Cluetrain Manifesto burst onto the scene in March 1999, with ninety-five theses nailed up on the Web. Within days, the website had ignited a vibrant global conversation challenging sacred corporate assumptions about the very nature of business in a digital world. The Wall Street Journal called it "absolutely brilliant." Soon, executives from Fortune 500 companies everywhere were lining up to sign-on to the Manifesto. This is the book that delivers on the buzz.

The Cluetrain Manifesto is a wake-up call that says business as usual is gone forever. 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. Today's markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny, and often shocking. Companies that aren't listening to these exchanges are missing a dire warning. Companies that aren't engaging in them are missing an unprecedented opportunity.

The Cluetrain Manifesto is the culmination of this very real phenomenon. It shares powerful, firsthand experiences describing how Internet business differs radically from the corporate status quo. The fact is that employees are getting hyperlinked even as markets are. Companies need to listen carefully to both.

More Reviews (As if you needed any more encourgement to read this book!) "These roublemakers are going to get what they deserve - a hug and enthusiastic following." Esther Dyson, Chairman, EDventure Holdings "Should be read cover to cover before anyone embarks on an online venture." Internet Works, March 2003 "What if the real attraction of the Internet is not its cutting-edge bells and whistles or any of the advanced technology that underlies its pipes and wires? Thanks to the Web, the people who are the market are telling one another the truth, in their own voices, even if business isn't paying attention. "The Cluetrain Manifesto is the absolutely brilliant creation of four marketing gurus who have renounced marketing-as-usual." - Thomas Petzinger, JR., The Wall Street Journal The Cluetrain Manifesto is a wake-up call to the corporate status quo. It presents a stunning tapestry of anecdotes, object lessons, parodies, war stories and suggestions, all aimed at illustrating what it will take to survive and prosper in the fast-forward world on the wire. "If you don't think you need this book to better understand your market - that's your second mistake" - Seth Godin (author of Permission Marketing) Campaign Magazine August 2001 "Consumers are hitting back at uncaring and insensitive corporate cultures, and marketers who are worried about the effect on their brand's image could do worse than look to the Manifesto for some guidance." "The Cluetrain Manifesto highlights a growing sensitivity to the authenticity of brands and the meaninglessness of advertising products as different to what they really are...The Manifesto has made businesses realise that building relationships with customers is the name of the game. Without genuine dialogue you're dead." "The real test of the Cluetrain's impact though, will be its effect on marketing strategy. And already observers believe we're starting to see Cluetrain influences in recent high-profile work. Take Fallon's advertising for Skoda, which built on the premise that Skoda cars were perceived as having about as much style and engineering finesse as a skip..." "Such changes in strategy do to a certain extent reflect its preachings..." "Until big brands embrace more of the Cluetrain thinking, the anti-capitalist rioters might just have a point." --このテキストは、 オンデマンド (ペーパーバック) 版に関連付けられています。

Rick Levine is co-founder and CTO of Mancala, Inc. Before Mancala, he was Web Architect for Sun Microsystems', Java Software Group, responsible for the creation of much of the public web interface For java.sun.com and the Java Developer Connection. He is also author of The Sun Guide To Web Style Christopher Locke publishes Entropy Gradient Reversals from Boulder, Colorado. He has worked for Fujitsu, Ricoh, Carnegie Mellon University, Merklermedia, MCI, and IBM, and has written extensively for publications such as Forbes, Byte, Internet World, Information Week, and the Industry Standard. Doc Searls is the senior editor for Linux Journal, where he covers emerging business issues. He is a marketing veteran who co-founded Hodskins Simone & Searls, which for years was one of Simone & Searls, which for years was one if Silicon Valley's leading advertising agencies. He has written on science, technology and business for OMNI, PC Magazine, Upside, The Globe and Mail, and his own Web'zine, Reality 2.0. David Weinberger is the publisher of JOHO (Journal of the Hyperlinked Organization). He is a commentator on National Public Radio's All Things Considered and a columnist for KMWorld and Intranet Design Magazine. He has written for a wide variety of magazines, including Wired, The New York Times, and Smithsonian, and gives talks around the world on what the Web is doing to business. --このテキストは、 オンデマンド (ペーパーバック) 版に関連付けられています。

レバイン,リック
20年前に映画とビデオの世界から足を洗い、コントロール・データ社のPLATOグループの一員としてCBTオーサリング・システムを設計する。その後、サン・マイクロシステムズ社に入社し、東海岸部門の初期メンバーの一人として、業界初のインテルCPU搭載ワークステーションのためのソフトウェア開発に従事。マンカラ社の共同設立者およびCTO。『Sun Guide to Web Style』の著者としても知られる

ロック,クリストファー
偶然が重なり、さまざまな最新テクノロジーに首を突っ込んできた。1980年代には日本にいたこともある。その後、コンカレント・エンジニアリングやSGML等の研究に関与。インターネットの最も初期の頃から、商用利用について積極的に発言していた業界人の一人。現在は、企業コンサルタントとして、執筆および講演活動を行う一方、「フォーブス」「インフォメーション・ウィーク」などに寄稿

サールズ,ドク
アイスクリーム売りのトラックの運転手、新聞社の編集局員および写真局員、福祉担当の役人、ラジオ販売員、エンジニア…など、様々な職業遍歴の持ち主。現在は、世界で最も知られたLinux系情報誌、Linux Journalのシニア・エディターを務め、ニュービジネスの記事を担当。マーケティングにも詳しい。ビジネス誌への寄稿も多い

ワインバーガー,デビッド
同僚と波長が合わないままに、いくつかの大学で哲学を教えた経験の持ち主。ユーモアとテクノロジーについて様々な記事を寄稿していた経験もある。ここ数年間は、戦略的マーケティングのコンサルテーションをする一方、雑誌を主宰し、公共ラジオの番組、All Things Consideredのコメンテーターとしても知られる。また、「ワイアード」「ニューヨーク・タイムズ」「スミスソニアン」などにも寄稿多数

倉骨 彰
数理言語学博士。自動翻訳システムのR&Dを専門とする。テキサス大学オースチン校大学院言語学研究科博士課程修了。現在、(株)オープンテクノロジーズ社勤務。訳書に『銃・病原菌・鉄』『思考する機械コンピュータ』『マイクロソフト帝国 裁かれる闇』『インターネットはからっぽの洞窟』(以上、草思社)『マーフィーの法則』『NFS & NIS』『MH & xmh』(以上、アスキー出版局)『OS戦線 異変あり』(日経BP社)『ハイテク過食症 インターネット・エイジの奇妙な生態』(早川書房)ほか多数(本データはこの書籍が刊行された当時に掲載されていたものです)