Cluetrain

My copy of the 10th Anniversary Edition of The Cluetrain Manifesto arrived yesterday and with it my journey to read into the important books that make up the bookshelf of this space will be complete.  I could start spilling all the excitement I’ve found cracking the book open, but part of me knows that’s for you to go find.  Instead let me just highlight this amazing post today by Doc Searls on celebrity:

“I submit that obsessing about celebrity is unhealthy for the single reason that it is also unproductive. Celebrity is to mentality as smoking is to food. (I originally wrote “chewing gum” there, but I think smoking is the better analogy.) It is an unhealthy waste of time. And time is a measure of life. We are born with an unknown sum of time, and have to spend all of it. “Saving” time is a rhetorical trick. So is “losing” it. Our lives are spent, one end to the other. What matters most is how we choose to spend it.”

I was given the great opportunity to hear Doc Searls at the SXSW this past March.  While there are many players in this space primarily concerned with leveraging status into success, he’s about content.  So much of what the imitators are preaching in this space was already embedded in the Cluetrain a decade ago.  I’m looking to Doc to show us what 2020 will look like.