Manifesto: a new idea with prescriptive notions for carrying out change.

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For me, social business began with the Cluetrain Manifesto.

If you are in the business of social, you need this guide.

It begins a simple declaration that, perhaps, is enough:

All markets are conversations.

Beautiful.

There are 95 declarations, proclamations, promises, urgings.

The other thesis most profound in my work is:

10. Participation in a networked market changes people fundamentally.

I use this phrase whenever I present on enterprise social networks (ESNs). When we move towards social, there is no going back, for better or worse. We see ourselves differently, we look at colleagues differently.

←This Much We Know.→