Many of the campaign's principles have been developed in books like David Weinberger's "Small Pieces Loosely Joined," which explores the role of individuals connected by the Internet, and "The Cluetrain Manifesto," by Weinberger, Doc Searls, and Christopher Locke, which describes how to think of the way markets work in the online world, as well as "Smart Mobs" by Howard Rheingold. ("Moral Politics" by George Lakoff is cited as another key text for the campaign.)
From this great article.