Martin Luther holds at 95, Cluetrain slips to 20

Elvis may have said it best, but Cluetrain #29 did not make the cut.  Below are my widdled down, “approved” theses based on the original 95 in the Cluetrain Manifesto.

1.    Markets are conversations.
•    Simply put and straight to the point.

2.    Markets consist of human beings, not demographic sectors.
•    Humans are the consumers, the customers.  Their demographics, economics, and politics are not.

3.    Conversations among human beings sound human. They are conducted in a human voice.
•    It’s natural and understood.

4.    In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way.
•    They are talking now when it was not possible before.  It’s easy now.

5.    These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.
•    There are thousands of tools available to talk to one another now.

6.    As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.
•    I don’t go to advertisements or company websites to find out about products.  I want to hear from people just like me and know what THEY think.

7.    People in networked markets have figured out that they get far better information and support from one another than from vendors.  So much for corporate rhetoric about adding value to commoditized products.
•    Ditto 6.

8.    There are no secrets.  The networked market knows more than companies about their own products.  And whether the news is good or bad, they tell everyone.
•    Nobody is smarter than the entire network.

9.    What’s happening to markets is also happening among employees.  A metaphysical construct call “The Company” is the only thing standing between the two.
•    Employees know their product and they are also networked.  They will talk to the community, even if “The Company” doesn’t want them to.

10.    Companies need to come down from their Ivory Towers and talk to the people with who they hope to create relationships.
•    Companies can no longer use advertising and glossy brochures as “dialogue”.

11.    Brand loyalty is the corporate version of going steady, but the breakup is inevitable- and coming fast.  Because they are networked, smart markets are able to renegotiate relationships with blinding speed.
•    If enough people in your market find a better product, you will know.

12.    Smart markets will find suppliers who speak their own language.
•    Companies who can talk genuinely with their customers will succeed.

13.    To speak with a human voice, companies must share the concerns of their communities.
•    Companies can and should be in the community.

14.    Markets do not want to talk to flacks and hucksters.  They want to participate in the conversations going on behind the corporate firewall.
•    Direct conversations with the company and their employees is open conversation.

15.    We like this new marketplace much better.  In fact, we are creating it.
•    This marketplace puts information at our fingertips.  We make the choices now.

16.    We want you to take 50 million of us as seriously as you take one reporter from the Wall Street Journal.
•    One blog entry or product review can get as many readers as an article in mainstream media now.

17.    When we have questions we turn to each other for answers.  If you didn’t have such a tight rein on “your people” maybe they’d be among the people we’d turn to.
•    “You are free to do your absolute best.”  –Direction that should be given to employees by the company.

18.    Our allegiance is to ourselves—our friends, our new allies and acquaintances, even our sparring partners.  Companies that have no part in this world also have no future.
•    Companies who do not embrace the new marketplace will fail.  How can you succeed if you don’t talk to your community, know your community?

19.    To traditional corporations, networked conversations may appear confused, may sound confusing.  But we are organizing faster than they are. We have better tools, more new ideas, no rules to slow us down.
•    With the ability to network, the collective mind of the community and nobody to dictate what you can and can not do is empowering.

20.    We are waking up and linking to each other.  We are watching.  But we are not waiting.
•    Smart markets have already changed the landscape.  They are growing and getting smarter every day, every hour, every second.


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