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ARTICLES

VOICES FROM THE INDUSTRY: Communications as usual just won't cut it anymore

In 1999, when the World Wide Web was in its infancy, Rick Levine and others penned and posted "The Cluetrain Manifesto: The end of business as usual" (www.cluetrain.com). In this Web-focused document, their opening salvo at business as usual-and their wake-up call for American business- went thusly: "A powerful global conversation has begun. 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...
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