Seven years ago, Doc Searls, David Weinberger, Chris Locke and Rick Levine introduced The Cluetrain Manifesto, which redefined marketing as a conversation.

With Doc's kind permission and Cluetrain's explicit instructions ("Rip it, steal it, web it, mail it, post it. This message wants to MOVE!"), we want to spread these ideas and rewrite them as the market comes to recognize itself as a conversation, so we have loaded the manifesto into a Cluetrain wiki workshop on our site where you can participate in recording new insights and by commenting on the important ideas Cluetrain unleased in 1999.

The wiki is open to editing by all comers. As BuzzLogic has researched and developed its influence analytics over the past two-and-a-half years, the second thesis of the Cluetrain Manifesto has repeatedly proven itself true: "Markets consist of human beings, not demographic sectors." The really interesting thing about the very specific measure of influence we produce is that it elminates the generalizations of demographics. Instead, legitimate voices stand out on their own merits, with their own unique qualities.

Even in the wake of Cluetrain, a lot of marketers make the mistake of confusing the demographic characteristics of the individual customer for that person's personality. They look for something to hook a message onto in the person's demographic profile when they really need to just listen and respond to that person. When you can look into the conversation, you see not just the influencer but what they care about and who they are.

That said, jump into the Cluetrain wiki workshop and help write a new chapter in marketing.