Is Culture a Choice?

In 1999, four entrepreneurs, technologists, and thinkers assembled 95 theses around a central theme: The Internet has changed how we communicate. Christopher Locke, David Weinberger, Rick Levine and Doc Searls explained that markets are made up of people. Ten years on, many companies still struggle with The Cluetrain Manifesto’s original message. Doc Searls is still writing about providing tools for individuals to manage relationships with organizations. Customers free to select the experiences they want are more valuable, says Searls. But, while “the flywheels in the selling machine are huge,” the buying tools are still inadequate or lacking. The automation people…


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