The Cluetrain Manifesto
If the net constitutes a market for ideas ideas that interest people, not just producers what's missing today is an appropriate and effective method of marketing those ideas. Mass production, whether of goods or information, has always depended on broadcast marketing in which markets are viewed top-down from the lofty vantage point of long-established power and control. The Internet has destroyed that vantage. Wave after wave of new arrivals have eroded the cliffs it's built upon; the castle is crumbling into the sea.
It's about time.
Gonzo Marketing: Winning Through Worst Practices