Cluetrain Plus 10 Project – Thesis 10

10. As a result [of the Internet, of internetworked markets and intranetworked employees], markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.

10 years on from the seminal Cluetrain Manifesto and we are being asked to see whether this theses is still relevant.

My short answer is “yes.”

My long answer is “yessssssssssss.”

In a perfect market, two of the key requirements are that perfect knowledge exists and there are no transactional costs – particularly information costs. 10 years ago, when the Internet was something geeks did in their basements, information had a high transactional cost. You either had to pay to go behind the online paywall or make a long and time consuming trip to a reference library.

Today’s networked (or hyper networked) world, information is free. Services such as Google,, Wikipedia, Yahoo! or Mahalo Answers not only give you all the information you need for free but charge organizations for the right to be visible during this content delivery.

A hyper networked world also brings us one step closer to perfect knowledge. When you can post a question on a subject and have your social graph give you an answer; when you can find pretty much all the information (and opinion) you need online, it is hard to say that we aren’t closer than ever to a market that enjoys perfect knowledge from consumers.

Markets are getting smarter. Working collaboratively makes organizations smarter. Being able to access your network makes you exponentially smarter.

Thesis 10 is, and will remain, one of the most relevant theses in the Cluetrain Manifesto. It speaks to hope, to being unified and to a better world where everyone can be connected and enjoy the benefits of a truly global network.


Thanks to Keith McArthur for organising this retrospective look at the Cluetrain.

4 Responses to Cluetrain Plus 10 Project – Thesis 10

  1. […] As a result, markets are getting smarter, more informed, more organized. Participation in a networke…. Ed Lee, Blogging Me, Blogging You, […]

  2. Pete Burden says:

    Hi Ed

    You’re dead right – it’s still really relevant.

    But do you think participation in a networked market *has* changed people in fundamental ways ?

    I know we shop online, we use the Internet rather than watch TV, but fundamentally have we changed?

  3. […] 2009-06-05T04:13:08  @mose @smack416 saw one? i wrote one, on thesis #10 [link to post] […]

  4. […] 2010-01-07T03:40:14  #Cluetrain 9/95 Theses: "As a result, markets are getting smarter, more informed, more organized. Participation…" [link to post] […]

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: