Thursday, June 11, 2009

How will they market the 10th Anniversary Cluetrain?

Ted Shelton brought together a small group for dinner in London last night (for which many thanks) including one Doc Searls.

If you've hung around this blog for any length of time you'll know I regularly reference Doc's ongoing work (particularly re the Vendor Relationship Management) and his seminal contribution to the now 10-year-old Cluetrain Manifesto.

A 10th anniversary Cluetrain is about to go on sale.
Doc told me something I didn't realise about the new edition: It will contain a new chapter each by each of the original co-authors (Chris Locke, Doc Searls, David Weinberger, Rick Levine) PLUS a chapter by the man who has become known as 'the fifth Beatle' of the cluetrain: JP Rangaswami.

JP works at BT in London and writes the exceptional Confused of Calcutta. His insights will be a huge addition.

So: Five new chapters. Updates learned from 10 years of post-cluetrain thinking.

A must buy.

I did warn Doc (pictured top) the world will be watching to see how this book is marketed.

One thing seemed sure from what Doc said last night - there's no online preview of the new elements before it goes on sale in print. It won't even be available on kindle at launch.

Embarrassing oversight? Or a clue to some of the new content of the book?
I'm confused by how it may fit with The Because Effect JP has referenced on many occassions (and with which I agree).

In this example that would play out as 'you don't make money with content, you make money because of it'.

The original cluetrain was (and remains) free to read online.

Perhaps the way for the launch of an updated cluetrain to generate most conversation among converts is to do exactly what we don't expect - a straightforward print-first launch?

Whatever the case the reality is the five authors have done their thinking outloud over the past decade. There may be few surprises for those on board.

But that this thinking has been distilled and decanted into one small book is likely to make it incendiary stuff for a whole new generation.

Who will you do a favour by buying a copy?

The motley crew in the lower of the iphone-rendered images with this post show (amid the blur...) l-r Ted Shelton, myself, John Willshire and Doc.

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The rate of change is so rapid it's difficult for one person to keep up to speed. Let's pool our thoughts, share our reactions and, who knows, even reach some shared conclusions worth arriving at?