One of the first columns I wrote for a newspaper mentioned a website that detailed the "cluetrain manifesto", a website that "kicked up some dust" in April of 1999. The site presented several reasons why the Internet was bringing about surging changes in the world of business. A book followed shortly after the minimalistic website, and now seven years after the cluetrain was first presented the full text of the book is available on-line. I'll have to admit that I didn't go out and buy the book then, but I am digging into it now.

The cluetrain manifesto website at http://www.cluetrain.com/ begins with the insightful proclamation, "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 site then continues to list ninety-five short theses relating to this revelation, all stacked into one page.

After rereading the front page of the site some 2 years after first seeing it, I think I'm beginning to understand the underlying message; the Internet enables real people to talk to each other about the companies that they work for and with, and oh how people are talking. The technologies, websites and programming of the Internet might have changed a bit over the past seven years, but the ongoing conversations are still as human and as relevant as ever.

For the consumer, Internet conversations about businesses are a godsend. If you are having a problem with a particular camera model for instance, it's not at all hard to find out if others are having the same issues. Sharing your story of how you went about getting a free replacement can guide others to do the same. Customers can "band together" to gripe or rave about a product, form a user fan group, or form the start to a class action lawsuit.

For businesses, Internet conversations might strike fear into the very soul of your company. What if a customer found out that we skimped on materials when we built our latest widget? What if our newest product X gets bad reviews? Is this fear necessarily a bad thing? I believe it can focus a company's every move when management knows it is under this constant scrutiny. Business transparency is becoming an increasingly attractive trait when consumers are choosing a company to work with. And, since people are talking about your business anyway, why not take advantage of, participate in and encourage the conversations? There are an incredible number of ways now for a company to involve their customers in defining products and directing the business to a more profitable path.

I've noticed that some large companies, whether they had the manifesto or not, are taking the cluetrain ideas to heart. Microsoft (you know, Mr. Gates and his crew) and SUN (a manufacturer of server hardware and creators of the Java programming platform) both allow and encourage employees to blog regularly. For example, I like to follow Tim Bray's "ongoing" page. Tim is the "Director of Web Technologies" at SUN and had started his blog prior to his joining the company. I appreciate that they have allowed him to continue writing in an incredibly open fashion. Blogs allow your staff to put a human face on your business, and give customers valuable insight into the inner workings of the company and an opportunity to make comments and suggestions.

If you run your own business, you might want to consider providing a place for your customers to talk to each other and with you and your staff on-line. Some CEOs are starting their own blogs, and many are opening up user forums for their products. Who knows? One of those on-line conversation might lead to an idea for a new break through product. Give the cluetrain manifesto a thorough read and see what you, your employees and your customers can come up with. All aboard!

Update 2006-11-03: After writing this column, some events unfolded that tested the limits of how far large companies will allow employees to go on their blogs. Tim's post about SUN's new "Black Box" data center in a shipping container got a lot of response and commentary.