Big Ideas

There are a number of foundation resources for communication that are essential reading. This is a collection of some of the smart stuff. Suggestions for essentials are welcome.


The move to manifestos provides some interesting diluted thinking. While some manifestos are refined and streamlined essential thinking on a topic, some are more hastily brain-stormed groups of ideas.

The Cluetrain Manifesto

This is the basis of social business, working out loud, enterprise social networks and the web as we know it. And it is almost 15 years old. It defined the development of the social web.

The Cluetrain Manifesto provided a foundation for social business

People of earth…

The Agile Manifesto

The revolution in software, hardware and app development brought about by developers frustrated with built in obsolescence and less-than-ideal product is anchored in the Agile Manifesto.

Agile processes harness change for the customer’s competitive advantage.

It is interesting that while Agile has been around in a range of iterations for software and digital communication since the early 2000s, it is only recently that it is being adopted across disciplines. The work of the NSW Department of Education and Communities was influential in bringing this process to the broader internal communication community.

The Employee Engagement Manifesto

This is a VERY new addition to the list. David Zinger has been a leading thinker around employee engagement for a number of years. He has recently released the Employee Engagement Manifesto.

Believe Me; The Storytelling Manifesto



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