The Cluetrain Manifesto... If you have managed to miss this 12-year old classic, read it now. This is the first shot in the web 2.0 revolution.
"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 faster than most companies."
"The clue train stopped there four times a day for ten years and they never took delivery."
— Veteran of a firm now free-falling out of the Fortune 500
"...companies so lobotomized that they can't speak in a recognizably human voice build sites that smell like death."
And the classic paragraph from Doc Searles:
"These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked."
In addtional to being the touchstone to understanding the business 2.0, The Cluetrain Manifesto is a funny, fast read.
Via Jay Cross