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# New year, new Cluetrain
- URL: https://onemanandhisblog.com/2015/01/new_year_new_cluetrain/
- Published: 2015-01-09T15:11:58.000Z
- Updated: 2015-04-08T16:28:31.000Z
- Author: Adam Tinworth
- Tags: cluetrain, David weinberger, doc searls, internet

[![Sunrise under scrutiny](https://i1.wp.com/www.onemanandhisblog.com/content/images/2015/01/4467347340_99198a8c6c_o-thumb-1600xauto-4014.jpg?resize=960%2C575)](https://i2.wp.com/www.onemanandhisblog.com/content/images/2015/01/4467347340%5F99198a8c6c%5Fo.jpg?ref=onemanandhisblog.com)

If you’ve been reading me long enough – or had the misfortune to be trained by me – you’ll probably have heard me describe myself as a “grouchy old cluetrain advocate”. And, by “cluetrain”, I mean [Cluetrain Manifesto](http://cluetrain.com/?ref=onemanandhisblog.com), of course.

(I find the Cluetrain Manifesto to be a useful bozo test – if the “digital expert” or “social media guru” you’re talking to has never heard of it, there’s a fair chance they’re a bozo.)

Well, Cluetrain is *back*.

## New Clues

Two of the original authors of the Manifesto, [Doc Searls](http://blogs.law.harvard.edu/doc/2015/01/08/cluetrain-rides-again/?ref=onemanandhisblog.com) and [David Weinberger](http://www.hyperorg.com/blogger/2015/01/08/new-clues/?ref=onemanandhisblog.com), have written [New Clues](http://cluetrain.com/newclues/?ref=onemanandhisblog.com) – some new clues for today’s internet. And some of it is just biting:

> 60 – Ads that sound human but come from your marketing department’s irritable bowels, stain the fabric of the Web.
> 
> 61 – When personalizing something is creepy, it’s a pretty good indication that you don’t understand what it means to be a person.

It’s well worth taking the time to read in full. And I suspect I’ll be doing “Clues of the day” here for a little while…

*[Image by Loco Steve](https://www.flickr.com/photos/locosteve/4467347340/?ref=onemanandhisblog.com), and used under a Creative Commons licence*