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Doc Searls and The Cluetrain Manifesto. Man, I have thought about both in quite a while.

I guess I'll have to find my dusty copy hidden in some forgotten corner.

Try the 10th anniversary edition. Has more chapters, and some slightly more evolved views.

And while you're at it, try The Intention Economy as well. :-)

Well, if you says so! Gonna order those up, given the source of the recommendation :)