Doc Searls is co-author of the business best-seller The Cluetrain Manifesto: The End of Business as Usual. In the book, the authors suggest that the Internet has done two things that fundamentally change our way of doing business. First, it radically shifts the balance of power between supply and demand, giving the demand side (customers) far more power. Second, it turns markets into conversations, where supply and demand is only a handshake apart, emulating pre-industrial marketplaces. Companies that remain disengaged from their markets, and continue to assault them with unwanted "messages," are in trouble. Doc Searls, an early observer of these trends, is senior editor for Linux Journal, and a leading figure in the Linux and Open Source software movements. Searls also has an extensive background in publishing and broadcasting as well as marketing, public relations and advertising. The company he co-founded, Hodskins, Simone and Searls, became one of Silicon Valley's top high technology advertising and public relations agencies. Searls' work has appeared in OMNI, PC Magazine, The Industry Standard, The Sun, and many other publications. He has also appeared on ZDTV, CNBC and CNET Radio, along with many other radio and television stations, networks, and programs. - The Cluetrain Manifesto: The end of business as usual.
- The Market Conversation: How the Internet rewrites the rules of marketing communications.
- Hacking An Industry: How open source software is changing the nature of the software business.
- The Web is NOT TV: There is no market for "messages".
- PR has a PR problem: Why they don't give a Pulitzer for press releases.
- The Electronic Whisper: How Web WOM (word of mouse) changes everything.
- The New Character of Positioning: Where you come from matters more than where you're going.
- The New Balance Of Power: The Customer is in charge.
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