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<!DOCTYPE html><html> <head> <meta content="text/html; charset=utf-8" http-equiv="content-type"> <title>New Clues</title> <meta name="viewport" content="width=device-width, initial-scale=1, maximum-scale=1"> <link href="http://fonts.googleapis.com/css?family=Open+Sans:400,300,600,700,800" rel="stylesheet" type="text/css"> <link rel="shortcut icon" href="http://localhost/newclues/favicon-dillo2-yellow.ico"> <!-- my includes --> <link type="text/css" rel="stylesheet" href="css/style.css"> <script type="text/javascript" src="includes/jquery-1.11.0.min.js"></script> <script type="text/javascript" src="js/newclues.js"></script> <script type="text/javascript"> jQuery(document).ready(function($) { init(); }); </script> </head> <body> <img id="mainimg" src="./images/armadillo-doc-dw1.jpg" alt="armadillo and a bike oddly together" title="CC-BY e. res @ flickr.com. Thanks!"> <div class="menu"> <p id="prefs"> <a href="about.html">About</a><br /> Click on a clue number for a link.<br /> Click <input id="fbtn" value="here" title="It removes the single use of 'fucking.' (It's your fault for hovering.)" onclick="$('#fspan').hide();$('#nofspan').show();" type="button"> to make this page Safe for <s>Work</s> Children<br/ > <span class="translations">Translations: <a href="https://medium.com/bee-free-the-social-bee/cluetrain-15-anni-dopo-9d6b4def4d57">Italian</a> <a href="https://medium.com/@nuovetesi/nuove-tesi-4a1def360351">Italian</a> <a href=-"http://conceptbakery.de/blog/2015/01/11/new-clues-deutsche-uebersetzung-die-neuen-thesen-von-den-verfassern-des-cluetrain-manifest/">German</a> <a href="https://ca.wikisource.org/wiki/New_clues">Catalan</a></span></p> </div> <div id="main"> <div style="clear:both"> </div> <hr> <div id="intro"> <p id="bigemph"> Hear, O Internet. </p> <p class="intro"> It has been sixteen years since our <a href="http://www.cluetrain.com">previous
communication</a>. </p> <p class="intro"> In that time the People of the Internet — you and me and all our friends of friends of friends, unto the last Kevin Bacon — have made the Internet an awesome place, filled with wonders and portents. </p> <p class="intro">From the <a href="http://en.wik ipedia.org/">serious</a> to the <a href="http://lolcatbible.com">lolworthy</a> to the <a href="http://www.truthforhumanity.com/">wtf</a>, we have up-ended titans, created heroes, and changed the most basic assumptions about<br> How Things Work and Who We Are. </p> <p class="intro">But now all the good work we've done together faces mortal dangers.</p> <p class="intro ">When we first came before you, it was to warn of the threat posed by those who did not understand that they did not understand the Internet.</p> <p class="intro">These are The Fools, the businesses that have merely adopted the trappings of the Internet.</p> <p class="intro">Now two more hordes threaten all that we have built for one another.</p> <p class="intro">The Marauders understand the Internet all too well. They view it as theirs to plunder, extracting our data and money from it, thinking that we are the fools.</p> <p class="intro">But most dangerous of all is the third horde: Us.</p> <p class="intro">A horde is an undifferentiated mass of people. But the glory of the Internet is that it lets us connect as diverse and distinct individuals.</p> <p class="intro">We all like mass entertainment. Heck, TV's gotten pretty great these days, and the Net lets us watch it when we want. Terrific.</p> <p class="intro">But we need to remember that delivering mass media is the least of the Net's powers.</p> <p class="intro">The Net's super-power is connection without permission. Its almighty power is that we can make of it whatever we want. </p> <p class="intro">It is therefore not time to lean back and consume the oh-so-tasty junk food created by Fools and Marauders as if our work were done. It is time to breathe in the fire of the Net and transform every institution that would play us for a patsy.</p> <p class="intro">An organ-by-organ <a href="http://en.wikipedia.org/wiki/Invasion_of_the_Body_Snatchers">body snatch</a> of the Internet is already well underway. Make no mistake: with a stroke of a pen, a covert handshake, or by allowing memes to drown out the cries of the afflicted we can lose the Internet we love.</p> <p class="intro">We come to you from the years of the Web's beginning. We have grown old together on the Internet. Time is short.</p> <p class="intro">We, the People of the Internet, need to remember the glory of its revelation so that we reclaim it now in the name of what it truly is. </p> <p class="byline"> <span id="author1"></span> <br> <span id="author2"></span> <br> <span style="font-size: 0.8em">January 8, 2015</span></p> </div> <!-- =========== CLUES ============ --> <div id="clueswrapper"> <!-- ====== CHAPTER 1 --> <div class="chapter"> <span class="chapternumb"></span> <span class="chaptertext"> <span style="font-size: 2.0em; font-weight:200">O</span>nce were we young in the Garden... </span> <!-- ======= section ======== --> <div class="subhead"> <span class="subheadnumb"> </span> <span class="subheadtext"> The Internet is us, connected. </span> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> The Internet is not made of copper wire, glass fiber, radio waves, or even tubes. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> The devices we use to connect to the Internet are not the Internet. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Verizon, Comcast, AT&T, Deutsche Telekom, and 中国电信 do not own the Internet. Facebook, Google, and Amazon are not the Net's monarchs, nor yet are their minions or algorithms. Not the governments of the Earth nor their Trade Associations have the <a href="http://consentofthenetworked.com/">consent
of the networked</a> to bestride the Net as sovereigns. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> We hold the Internet in common and as unowned. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> From us and from what we have built on it does the Internet derive all its value. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> The Net is of us, by us, and for us. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> The Internet is ours. </span> <span class="link"> </span> </div> </div> <!-- subhead --> <!-- ======= section ======== --> <div class="subhead"> <span class="subheadnumb"> </span> <span class="subheadtext"> The Internet is nothing and has no purpose. </span> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> The Internet is not a thing any more than gravity is a thing. Both pull us together. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> The Internet is no-thing at all. <a href="http://www.worldofends.com/">At
its base</a> the Internet is a set of agreements, which the geeky among us (long may their names be hallowed) call "protocols," but which we might, in the temper of the day, call "commandments." </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> The first among these is: Thy network shall move all packets closer to their destinations without favor or delay based on origin, source, content, or intent. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Thus does this First Commandment lay open the Internet to every idea, application, business, quest, vice, and whatever. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> There has not been a tool with such a general purpose since language. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> This means the Internet is not for anything in particular. Not for social networking, not for documents, not for advertising, not for business, not for education, not for porn, not for anything. It is specifically designed for everything. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> <a href="http://books.google.com/books?id=9lTtWQlLkwwC&pg=PA56&lpg=PA56&dq=optimizing+de-optimizing+david+reed&source=bl&ots=_mqGSLoqSV&sig=TWO4uUTWkzGPDBGmwyS0uqBz0NA&hl=en&sa=X&ei=Nm5lVN-hJtbdsASnzoKQAQ&ved=0CCAQ6AEwAA#v=onepage&q=optimizing%20de-optimizing%20david%20reed&f=false">Optimizing</a> the Internet for one purpose de-optimizes it for all others. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> The Internet like gravity is indiscriminate in its attraction. It pulls us all together, the virtuous and the wicked alike. </span> <span class="link"> </span> </div> </div> <!-- subhead --> <!-- subhead --> <div class="subhead"> <span class="subheadnumb"> </span> <span class="subheadtext"> The Net is not content. </span> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> There is great content on the Internet. But holy mother of cheeses, the Internet is not made out of content. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext">A teenager's first poem, the blissful release of a long-kept secret, a fine sketch drawn by a palsied hand, a blog post in a regime that hates the sound of its people's voices — none of these people sat down to write content. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext">Did
we use the word "content" without quotes? We feel so dirty. </span> <span class="link"> </span> </div> </div> <!-- section --> <!-- ======= section ======== --> <!-- subhead --> <div class="subhead"> <span class="subheadnumb"> </span> <span class="subheadtext"> The Net is not a medium. </span> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> The Net is not a medium any more than a conversation is a medium.</span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> On the Net, we are the medium. We are the ones who move messages. We do so every time we post or retweet, send a link in an email, or post it on a social network. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Unlike a medium, you and I leave our fingerprints, and sometimes bite marks, on the messages we pass. We tell people why we're sending it. We argue with it. We add a joke. We chop off the part we don't like. We make these messages our own. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Every time we move a message through the Net, it carries a little bit of ourselves with it. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> We only move a message through this "medium" if it matters to us in one of the infinite ways that humans care about something. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Caring — mattering — is the motive force of the Internet. </span> <span class="link"> </span> </div> </div> <!-- section --> <!-- fork me side note --> <div id="forkmediv"> <p class="forkmeH">Fork Me!</p> <p class="forkme">Use, re-use, share, or modify the text of this page. No need to ask permission. This is an <a href="about.html">open source publishing</a> project.<br /> Click <span onclick="$('#forkmediv').slideUp(600)" style="color:#8469CD;font-size: 1em">here</span> to hide</p> </div> <!-- ======= section ======== --> <!-- subhead --> <div class="subhead"> <span class="subheadnumb"> </span> <span class="subheadtext"> The Web is a Wide World. </span> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> In 1991, <a href="http://en.wikipedia.org/wiki/Tim_Berners-Lee">Tim
Berners-Lee</a> used the Net to create a gift he gave freely to us all: the World Wide Web. Thank you.</span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Tim created the Web by providing protocols (there's that word again!) that say how to write a page that can link to any other page without needing anyone's permission. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Boom. Within ten years we had billions of pages on the Web — a combined effort on the order of a World War, and yet so benign that the biggest complaint was the <span class="blinktag" title="Click to make it stop. For God's sake, CLICK IT!!!" onclick="$(this).removeClass('blinktag'); $(this).attr({title: 'Oh sweet jeebus, thank you!'})"><blink></span></span> tag. <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> The Web is an impossibly large, semi-persistent realm of items discoverable in their dense inter-connections. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> That sounds familiar. Oh, yeah, that's what the world is. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Unlike the real world, every thing and every connection on the Web was created by some one of us expressing an interest and an assumption about how those <a href="http://www.smallpieces.com/">small
pieces</a> go together. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext">Every
link by a person with something to say is an act of generosity and selflessness, bidding our readers leave our page to see how the world looks to someone else. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> The Web remakes the world in our collective, emergent image. </span> <span class="link"> </span> </div> </div> <!-- subhead --> </div> <!-- chapter --> <!-- ====== CHAPTER 2 --> <div class="chapter"> <span class="chapternumb"></span> <span class="chaptertext"> <span style="font-size: 2.0em; font-weight:200">B</span>ut oh how we have strayed, sisters and brothers... </span> <!-- ======= section ======== --> <div class="subhead"> <span class="subheadnumb"> </span> <span class="subheadtext"> How did we let conversation get <a href="http://blog.bl00cyb.org/2014/11/akirachix-and-weaponized-social/">weaponized</a>, anyway? </span> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> It's important to notice and cherish the talk, the friendship, the thousand acts of sympathy, kindness, and joy we encounter on the Internet. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> And yet we hear the words "fag" and "nigger" far more on the Net than off.<br> </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Demonization of 'them' — people with looks, languages, opinions, memberships and other groupings we don't understand, like, or tolerate — is worse than ever on the Internet. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext">Women in Saudi Arabia can't drive? Meanwhile, <a href="https://medium.com/message/online-and-offline-violence-towards-women-4c854eb591a5">half
of us</a> can't speak on the Net without <a href="http://www.theguardian.com/technology/2013/aug/05/twitter-bomb-threats-women">looking over our shoulders</a>.</span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Hatred is present on the Net because it's present in the world, but the Net makes it easier to express and to hear. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> The solution: If we had a solution, we wouldn't be bothering you with all these damn clues. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> We can say this much: Hatred didn't call the Net into being, but it's holding the Net — and us — back. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Let's at least acknowledge that the Net has values implicit in it. Human values. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Viewed coldly the Net is just technology. But it's populated by creatures who are warm with what they care about: their lives, their friends, the world we share. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> The Net offers us a common place where we can be who we are, with others who delight in our differences. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> No one owns that place. </span><span class="cluetext">Everybody can use it. </span><span class="cluetext">Anyone can improve it.</span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> That's what an open Internet is. Wars have been fought for less. </span> <span class="link"> </span> </div> </div> <!-- section --> <!-- ======= section ======== --> <div class="subhead"> <span class="subheadnumb"> </span> <span class="subheadtext"> "We agree about everything. I find you <em>fascinating</em>!" </span> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> The world is spread out before us like a buffet, and yet we <a href="http://www.ethanzuckerman.com/blog/rewire-digital-cosmopolitans-in-the-age-of-connection/">stick</a> with our steak and potatoes, lamb and hummus, fish and rice, or whatever. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> We do this in part because conversation requires a common ground: shared language, interests, norms, understandings. Without those, it's hard or even impossible to have a conversation. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Shared grounds spawn tribes. The Earth's solid ground kept tribes at a distance, enabling them to develop rich differences. Rejoice! Tribes give rise to Us vs. Them and war. Rejoice? Not so much. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> On the Internet, the distance between tribes starts at zero. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Apparently knowing how to find one another interesting is not as easy as it looks. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> That's a challenge we can meet by being open, sympathetic, and patient. We can do it, team! We're #1! We're #1! </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Being welcoming: There's a value the Net needs to learn from the best of our real world cultures. </span> <span class="link"> </span> </div> </div> <!-- section --> <!-- ======= section ======== --> <div class="subhead"> <span class="subheadnumb"> </span> <span class="subheadtext"> Marketing still makes it harder to talk. </span> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> We were right the <a href="http://www.cluetrain.com/">first time</a>: Markets are conversations. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext">A conversation isn't your business tugging at our sleeve to shill a product we don't want to hear about. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext">if we want to know the truth about your products, we'll find out from one another. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext">We understand that these conversations are incredibly valuable to you. Too bad. They're ours. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext">You're welcome to join our conversation, but only if you tell us who you work for, and if you can speak for yourself and as yourself. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext">Every time you call us "consumers" we feel like cows looking up the word "meat." </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext">Quit fracking our lives to extract data that's none of your business and that your machines misinterpret. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Don't worry: we'll tell you when we're in the market for something. In our own way. Not yours. Trust us: <a href="http://intentioneconomy.net/">this
will be good for you</a>. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Ads that sound human but come from your marketing department's irritable bowels, stain the fabric of the Web.</span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> When personalizing something is creepy, it's a pretty good indication that you don't understand what it means to be a person. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Personal is human. Personalized isn't. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> The more machines sound human, the more they slide down into the <a href="https://en.wikipedia.org/wiki/Uncanny_valley">uncanny valley</a> where everything is a <a href="http://www.niemanlab.org/2014/12/the-year-we-get-creeped-out-by-algorithms/">creep</a> <a href="http://www.theatlantic.com/technology/archive/2014/06/data-doppelgangers-and-the-uncanny-valley-of-personalization/372780/">show</a>.</span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Also: Please stop dressing up ads as news in the hope we'll miss the little disclaimer hanging off their underwear. </span> <span class="link"> </span> </div> <div id="jesuisdiv"> <p class="jesuis">Je suis Charlie.</p> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> When you place a "<a href="http://en.wikipedia.org/wiki/Native_advertising">native
ad</a>," you're eroding not just your own trustworthiness, but the trustworthiness of this entire new way of being with one another. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> And, by the way, how about calling "native ads" by any of their real names: "product placement," "advertorial," or "fake <span id="fspan" style="display:unset">fucking</span><span id="nofspan" style="display:none" title="Grownups, feel free to mentally substitute the F word.">gosh
darn</span> news"? </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Advertisers got along without being creepy for generations. They can get along without being creepy on the Net, too. </span> <span class="link"> </span> </div> </div> <!-- section --> <!-- ======= section ======== --> <div class="subhead"> <span class="subheadnumb"> </span> <span class="subheadtext"> The Gitmo of the Net. </span> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> We all love our shiny apps, even when they're sealed as tight as a Moon base. But put all the closed apps in the world together and you have a pile of apps. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Put all the Web pages together and you have a new world. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Web pages are about connecting. Apps are about control. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> <a href="http://dashes.com/anil/2012/12/rebuilding-the-web-we-lost.html">As
we move from the Web</a> to an <a href="https://indiewebcamp.com/Principles">app-based
world</a>, we lose the commons we were building together. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> In the Kingdom of Apps, we are users, not makers. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Every new page makes the Web bigger. Every new link makes the Web richer. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Every new app gives us something else to do on the bus. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Ouch, a cheap shot! </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Hey, "CheapShot" would make a great new app! It's got "in-app purchase" written all over it. </span> <span class="link"> </span> </div> </div> <!-- section --> <!-- ======= section ======== --> <div class="subhead"> <span class="subheadnumb"> </span> <span class="subheadtext"> Gravity's great until it sucks us all into a black hole. </span> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> <a href="https://medium.com/message/net-neutrality-is-sooo-much-more-than-access-to-the-tubes-2344b1e9f220">Non-neutral
applications</a> built on top of the neutral Net are becoming as inescapable as the pull of a black hole. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> If Facebook is your experience of the Net, then you've strapped on goggles from a company with a fiduciary responsibility to keep you from ever taking the goggles off. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Google, Amazon, Facebook, Apple are all in the goggles business. The biggest truth their goggles obscure: These companies want to hold us the way black holes hold light. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> These corporate singularities are dangerous not because they are evil. Many of them in fact engage in quite remarkably civic behavior. They should be applauded for that. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> But they benefit from the gravity of sociality: The "network effect" is that thing where lots of people use something because lots of people use it. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Where there aren't competitive alternatives, we need to be hypervigilant to remind these Titans of the Valley of the webby values that first inspired them. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> And then we need to honor the sound we make when any of us bravely pulls away from them. It's something between the noise of a rocket leaving the launchpad and the rip of Velcro as you undo a too-tight garment. </span> <span class="link"> </span> </div> </div> <!-- section --> <!-- ======= section ======== --> <div class="subhead"> <span class="subheadnumb"> </span> <span class="subheadtext"> Privacy in an age of spies. </span> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext">Ok, government, you win. You've got our data. Now, what can we do to make sure you use it against Them and not against Us? In fact, can you tell the difference? </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> If we want our government to back off, the deal has to be that if — when — the next attack comes, we can't complain that they should have surveilled us harder. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> A trade isn't fair trade if we don't know what we're giving up. Do you hear that, Security for Privacy trade-off?</span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> With a probability approaching absolute certainty, we are going to be sorry we didn't do more to keep data out of the hands of our governments and corporate overlords. </span> <span class="link"> </span> </div> </div> <!-- section --> <!-- ======= section ======== --> <div class="subhead"> <span class="subheadnumb"> </span> <span class="subheadtext"> Privacy in an age of weasels. </span> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Personal privacy is fine for those who want it. And we all draw the line somewhere. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Q: How long do you think it took for pre-Web culture to figure out where to draw the lines? A: How old is culture? </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"><em></em>The
Web is barely out of its teens.</span><span class="cluetext"><span class="cluetext"><em> </em></span>We are at the beginning, not the end, of the privacy story. <span style="color: #999999;"></span></span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> We can only figure out what it means to be private once we figure out what it means to be social. And we've barely begun to re-invent that. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> The economic and political incentives to de-pants and up-skirt us are so strong that we'd be wise to invest in tinfoil underwear. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Hackers got us into this and hackers will have to get us out.</span> <span class="link"> </span> <br> </div> </div> <!-- section --> </div> <!-- chapter --> <!-- ====== CHAPTER 3 --> <div class="chapter"> <span class="chapternumb"></span> <span class="chaptertext"> <span style="font-size: 2.0em; font-weight:200">To</span> build and to plant</span><span class="chaptertext"> </span> <meta charset="utf-8"> <span style="color: #503280;"><span style="font-family: "Gill Sans","Trebuchet MS";"></span></span><!-- ======= section ======== --> <div class="subhead"> <span class="subheadnumb"> </span> <span class="subheadtext"> Kumbiyah sounds surprisingly good in an echo chamber. </span> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> The Internet is <a href="http://www.reddit.com/r/internetisbeautiful">astounding</a>. The Web is awesome. You are beautiful. Connect us all and we are more crazily amazing than Jennifer Lawrence. These are simple facts. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> So let's not minimize what the Net has done in the past twenty years: </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> There's so much more music in the world. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> We now make most of our culture for ourselves, with occasional forays to a movie theater for something blowy-uppy and a $9 nickel-bag of popcorn. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Politicians now have to explain their positions far beyond the one-page "position papers" they used to <a href="http://en.wikipedia.org/wiki/Mimeograph" title="This is a scratch 'n' sniff word. Go ahead! Mmmm...">mimeograph</a>. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Anything you don't understand you can find an explanation for. And a discussion about. And an argument over. Is it not clear how awesome that is? </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> You want to know what to buy? The business that makes an object of desire is now the worst source of information about it. The best source is all of us. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> You want to listen in on a college-level course about something you're interested in? <a href="http://www.bing.com/search?q=google">Google</a> your topic. Take your pick. For free. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Yeah, the Internet hasn't solved all the world's problems. That's why the Almighty hath given us asses: that we might get off of them. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Internet naysayers keep us honest. We just like 'em better when they aren't ingrates. </span> <span class="link"> </span> </div> </div> <!-- section --> <!-- ======= section ======== --> <div class="subhead"> <span class="subheadnumb"> </span> <span class="subheadtext"> A pocket full of homilies. </span> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> We were going to tell you how to fix the Internet in four easy steps, but the only one we could remember is the last one: <a href="http://knowyourmeme.com/memes/profit">profit</a>. So instead, here are some random thoughts… </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> We should be supporting the artists and creators who bring us delight or ease our burdens. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> We should have the courage to <a href="http://www.ted.com/speakers/amanda_palmer">ask</a> for the help we need. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> We have a culture that defaults to sharing and laws that default to copyright. Copyright has its place, but when in doubt, <a href="http://www.creativecommons.org">open
it up</a>.</span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> In the wrong context, everyone's an a-hole. (Us, too. But you already knew that.) So if you're inviting people over for a swim, post the rules. All trolls, out of the pool! </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> If the conversations at your site are going badly, it's your fault. </span> <span class="link"></span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Wherever the conversation is happening, no one owes you a response, no matter how reasonable your argument or how winning your smile. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Support the businesses that truly "get" the Web. You'll recognize them not just because they sound like us, but because they're on our side. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Sure, apps offer a nice experience. But the Web is about links that constantly reach out, connecting us without end. For lives and ideas, completion is death. Choose life. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Anger is a license to be stupid. The Internet's streets are already crowded with licensed drivers. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Live the values you want the Internet to promote. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> If you've been talking for a while, shut up. (We will very soon.) </span> <span class="link"> </span> </div> </div> <!-- section --> <!-- ======= section ======== --> <div class="subhead"> <span class="subheadnumb"> </span> <span class="subheadtext"> Being together: the cause of and solution to every <a href="http://en.wikipedia.org/wiki/Homer_vs._the_Eighteenth_Amendment">problem</a>. </span> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> If we have focused on the role of the People of the Net — you and us — in the Internet's fall from grace, that's because we still have the faith we came in with. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> We, the People of the Net, cannot fathom how much we can do together because we are far from finished inventing how to be together. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> The Internet has liberated an ancient force — the gravity drawing us together. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> The gravity of connection is love. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Long live the open Internet. </span> <span class="link"> </span> </div> <div class="clue"> <span class="cluenumb"></span> <span class="cluetext"> Long may we have our Internet to love. </span> <span class="link"> </span> </div> <!-- section --> </div> <!-- chapter --> </div> <!-- clueswrapper --> </div> <p> </p> <p class="byline"> </p> <br /><br /><br /><br /> <div class="endnotetitle"> This is an Open Source document. </div> <div class="endnote"> These New Clues are designed to be shared and re-used without our permission. Use them however you want. Make them your own. We only request that you please point back at this original page ( http://cluetrain.com/newclues/ ) because that's just polite. </div> <div class="endnote"> If you are a developer, the text of this page is openly available at <a href="https://github.com/dweinberger/newclues">GitHub</a> for programmatic re-use. Details <a href="http://cluetrain.com/newclues/about.html#share">here</a>. </div> <div class="endnote"> To make it as easy as possible to share, use, and re-use the clues, we have put all the text on this page into the public domain via a <a href="https://creativecommons.org/publicdomain/zero/1.0/">Creative Commons 0</a> license. It is essentially copyright free. </div> <div class="endnote"> The photograph at the top of the armadillo and the bike was <a href="https://flic.kr/p/N2pBF">posted at Flickr</a> by <a href="https://www.flickr.com/photos/iamtheloop/">e. res</a> under a <a href="https://creativecommons.org/licenses/by/2.0/">Creative
Commons BY 2.0 license</a> that lets anyone use it so long as they attribute it to him and share it with others. (We edited it to make it work better with this page. Nice snap, though, e. res!) <br> </div> <div class="endnotetitle"> About </div> <div class="endnote"> Fifteen years ago, four of us got together and posted <a href="http://cluetrain.com">The Cluetrain Manifesto</a> which tried to explain what most businesses and much of the media were getting wrong about the Web. These New Clues come from two of the authors of that manifesto, and of the <a href="http://cluetrain.com/Cluetrain_10/">book</a> that followed. </div> <div class="endnote"> There's more information <a href="about.html">here</a> about this project, and about its authors, <span id="endname1"></span> and <span id="endname2"></span>.<br /> <span style="font-size:0.8em">Join us at <a href="http://www.twitter.com/cluetrain">[email protected]</a>. Or <a href="https://www.facebook.com/groups/newclues/">Facebook</a>. Sigh.</span> </div> <p xmlns:dct="http://purl.org/dc/terms/" xmlns:vcard="http://www.w3.org/2001/vcard-rdf/3.0#"> <a rel="license" href="http://creativecommons.org/publicdomain/zero/1.0/"> <img src="http://i.creativecommons.org/p/zero/1.0/88x31.png" style="border-style: none;" alt="CC0" /> </a> <br /> To the extent possible under law, <a rel="dct:publisher" href="http://www.weinberger.org/David"> <span property="dct:title">David Weinberger and Doc Searls</span></a> has waived all copyright and related or neighboring rights to <span property="dct:title">New Clues</span>.This work is published from:<span property="vcard:Country" datatype="dct:ISO3166" content="US" about="http://www.weinberger.org/David"> United States</span>.</p> </div> <!-- main --> </body></html>