Reading "Cluetrain", Again

As we continue forward on multiple fronts with starting up, I'm revisiting the Cluetrain - which is probably the best business book I've read in a lot of years. (while the entire book is available online for free (follow the title link), I highly encourage folks who want to read the book to pickup a hardcopy if for no other reason that you are going to want to make notes in it along the way... mine is covered with scrawl:)

One of the opening salvos of the book is a nicely condensed "what the heck is this" foreward written by Thomas Petzinger, Jr. which says;

"There, in a few pages, I read a startlingly concise summary of everything I'd seen in twenty-one years as a reporter, editor, bureau chief and columnist for my newspaper.

The idea that business, at bottom, is fundamentally human. That engineering remains second-rate without aesthetics. That natural, human conversation is the true language of commerce."

The Cluetrain is one of those rare books that looks the reader (and businessman/businesswoman) square in the eye and says "While you were off practicing your shot-put, we changed the game to a high-jump, and the bar is waaaaay up there. Get over it, or get off the field."

Larry and I are both genuine believers in the power of passionate conversations. It's a big part of how Vino Veritas came to be, and it's a critical part of why we will succeed.

We are committed to having conversations with our members and our vendors and service providers as human beings (it's convenient that wine is the perfect accompanying social instrument for that conversation).

There's going to be times where my posts probably seem a bit too "market-y" or on the other side of things that may not be totally "corporate" - so be it. I may be the CEO, but I'm also just another human.

My commitment to our stakeholders, our partners, and our members is that I'll be passionate about what I believe is a great business and straightforward in conversations about it.

I suppose the day that "The Company" has to put a disclaimer on my blog that it "doesn't represent the opinions of Vino Veritas, Inc." is both a sad day and a good day.

At any rate, if you haven't read the Cluetrain, go, NOW and do so.