He is known as a coauthor of The Cluetrain Manifesto, and author of two other books: Gonzo Marketing: Winning Through Worst Practices, and The Bombast Transcripts: Rants and Screeds of RageBoy.
[8] In 1994 he initiated and oversaw the development and launch of MecklerWeb, an ambitious project that sought to introduce commerce to the Internet[8] and garnered much attention in the business press.
[3] Locke's e-commerce concept was abandoned two weeks after the launch by the site owner, who chose to turn MecklerWeb's into a conventional product catalog.
[20] In 1996, he launched Entropy Gradient Reversals,[9] a "strange webzine"[21] that specialized in "dissecting transparently clueless corporate Internet strategies"[14] and introduced RageBoy, Locke's intemperate alter ego who has a penchant for ranting against business orthodoxy.
Locke's new chapter, "Obedient Poodles for God and Country," offers a scathing critique of the fake spirituality the author deems pervasive in contemporary American culture.
Locke is also the author of Gonzo Marketing: Winning Through Worst Practices, a book that expands on the Cluetrain Manifesto's themes,[25] and of The Bombast Transcripts: Rants and Screeds of RageBoy, a compilation of Entropy Gradient Reversals pieces.