One great thing about traveling is having time to read books. Having given up newspapers in print form for the internet, I can’t imagine that books in the physical form will be so easily replaced. Travel is treat because for a rare day, I can put the computer away, turn the cell phone off, and be consumed by a book. The lack of hyperlinks in books results in a lengthy internalized discussion with the author that has no equal on the Net.
On the way home from Jackson Hole yesterday, I read The Cluetrain Manifesto. At that link, you can read it free online. Here is the Manifesto. The book is about how the internet is changing, perhaps returning, the market from mass-production/mass-consumption to conversations among equals. It is a book about the fuzzy side of business and marketing as much as an attempt to capture the ethos of the modern knowledge worker and relay that to megacorp management types. I think the excerpt below gives you a taste of the book, which I thought was good and of general interest beyond tech workers.
To find anything that isn’t overtly complicit with the Great Technology Sitcom, you have to dig down to the underbelly of the Web. You have to get past the sites with commercial pretensions that are slicing and dicing you, counting the legs and dividing by four, bringing in the sheep. You are being incorporated into their demographic surveys. And, predictably, the lowest common denominator is getting all the juice. You are being packaged for advertisers by some of the hippest hucksters on the planet.
Dig deeper. Down to the sites that never entertained the hope of Buck One. They owe nobody anything. Not advertisers, not VC producers, not you. Put your ear to those tracks and listen to what’s coming like a freight train. What you’ll hear is the sound of passion unhinged, people who have had it up to here with white-bread culture, hooking up to form the biggest goddam garage band the world has ever seen.
What are these underbelly sites about? What’s a rock concert about? How about creation, exploring a visceral and shared collective memory we’ve been brainwashed into believing never existed?
Conspiracy theory, my ass. Schools and teachers, the motor vehicle bureau, the IRS, the military, the line at the bank, the television set, the newspapers at the checkout stand, the news on your radio, the billboards along the highway, and now a hundred thousand cold-comfort Web sites. All are tuned to your brain at the deepest level and you have lined up for the coolest, latest-model implant. The carrier wave has been tuned at huge cost to deliver a single message: you are not free, you desire nothing but the products we produce, you have no world but the world we give you.
If you’re OK with this, then eat it up. There’s a bulimic’s dream-feast of killer kontent on the way. But if it already makes you want to puke, get angry. Write it, code it, paint it, play it – rattle the cage however you can. Stay hungry. Stay free. And believe it: win, lose, or draw, we’re here to stay. Armed only with imagination, we’re gonna rip the fucking lid off.
There’s your market.
The Cluetrain Manifesto, Chapter 1
In The White Goddess, Robert Graves writes about creating and sharing art as the only true form of prayer. I don’t have the book anymore and ironically I can’t quote it any better because corporate copyright concerns think they’ll sell more copies by keeping it out of Google Books, but it is, in a sense, the same sentiment as expressed above.
I was familiar with three of the four authors previously, and because of the tone of the book it should probably be mentioned that they were and are highly regarded in the high technology business world. Two are Fellows at Berkman Center for Internet & Society at Harvard Law School. The Berkman People blog includes both their blogs, and is very good.
A final quote, from the final chapter:
Imagine a world in which the business of business was to imagine worlds people might actually want to live in someday.
books &ideas
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dan @
28 Jan 2008 14:51
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