The complete idiot's guide to starting an online business Book

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I have no idea who recommended The Cluetrain Manifesto, but it ended up on my Goodreads "want to read" list, and it arrived in my local library a few days ago. I honestly thought it was a fiction book from the title, something along the lines of The Monkey Wrench Gang, perhaps.

Turns out The Cluetrain Manifesto is a breathless paean to the Internet circa 2001, about how the internet will revolutionize business (though the version I'm reading has been updated with some sobered hedging by the authors ten years later).

The primary thesis of the authors is that markets are at heart conversations, and that businesses will either enable the freewheeling conversations empowered by the Net, or fight a losing battle for control.

I don't want to wave away the advances that the internet has engendered, as I think it's too easy to downplay, especially for you young whippersnappers who don't even recall rotary phones. It really has been transformative. But from the vantage point of 2016, we can also see that the breathless prognosticating of the original Cluetrain hasn't quite panned out. We're seeing the once wide open, seemingly endless forests of internet anarchy, Grateful Dead-and-Phish-tape-trading freedom turn into gated communities as glossy, ad riven, and manipulative as the corporate fiefdoms of old.

So what went wrong? Why aren't we living in an unmitigated bliss of genuine, heartfelt connection to one another across digital divides?

While markets have indeed become more about peer to peer sharing, people themselves have become more like corporations.

Ever heard the term "personal brand"? That's right - as individuals, we now carefully cultivate and craft our online personas, targeting our messaging, delivering elevator pitches to our friends, and twisting our faces and extending our arms to capture selfies at perfectly calibrated angles.

Successful businesses today support our social posturing, while gathering our data, as defined by every click, post, and geospatial movement. Successful online personas, such as Kim Kardashian, harness the hall of mirrors to their advantage.

In this manner, we market ourselves while allowing ourselves to be marketed. The damning thing about all of this is that the internet of yore - that wild, ecstatic beast - is still right here around us but we gild ourselves into gated, controlled, glossy realms like moths to bulb.

Why? Because that's where all the cool kids are.