This link has been bookmarked by 109 people . It was first bookmarked on 19 May 2006, by Jeremy Price.
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12 Apr 17
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most companies ignore their ability to deliver genuine knowledge
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employees are getting hyperlinked even as markets are
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intranetworked employees can converse directly with internetworked markets
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markets are becoming better informed, smarter, and more demanding of qualities
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conversations
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human voice
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open, natural, uncontrived.
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The Internet
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Hyperlinks subvert hierarchy
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internetworked markets
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intranetworked employees
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people are speaking to each other in a powerful new way.
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powerful new forms of social organization and knowledge exchange
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informed
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smarter
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organized
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Participation
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no secrets
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also happening among employees
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companies sound hollow, flat, literally inhuman
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dog-and-pony show
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markets are now networked person-to-person
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communicate with their markets directly
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markets are often laughing
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humor
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humility
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genuine point of view
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straight talk
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position
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relate to something their market actually cares about
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Bombastic boasts
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talk to the people
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not relate to the public
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Public Relations
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distant, uninviting, arrogant
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marketing programs are based on the fear
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Brand loyalty
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breakup is inevitable
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change suppliers overnight
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change employers over lunch
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not a parlor trick
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companies must share the concerns
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communities
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belong to a community
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corporate cultures
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communities are based on discourse
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human concerns
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market
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religion
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against their own market and workforce
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people are also talking to each other directly inside the company
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corporate intranets
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top-down
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route around boredom
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bottom-up
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an intranetworked corporate conversation.
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healthy intranet
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depend heavily on open intranets to generate and share critical knowledge
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When corporate intranets are not constrained by fear and legalistic rules
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the conversation of the networked marketplace
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Org charts
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handed down from on high
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Respect for hands-on knowledge
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hyperlinked
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Command-and-control management styles
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paranoia
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kills conversation
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neither conversation
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command and control
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hostility by intranetworked knowledge workers
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distrust in internetworked markets
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online perceive companies
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actively preventing these conversations
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Markets want to talk to companies
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want to participate
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De-cloaking
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personal
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plans and strategies
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access to
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corporate information
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genuine knowledge
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best thinking
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want to talk to customers directly
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workers
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immune to advertising
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take 50 million of us as seriously
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other outfit will come along that's more attentive, more interesting, more fun to play with
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We're both inside companies and outside them.
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05 Feb 17
Dave LeeThis was one of the cornerstone books that defined the new Internet in the late 1990's. You can read the entire book at this site along with a follow-up book "New Clues".
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18 Aug 15
Alexander Ainslie@jobsworth @AAinslie @HLinzon Exactly. Wish that 1-liner from http://t.co/fpPZ8uX73w fit in 140 characters: http://t.co/yG9tCIzyJn
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26 May 12
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21 Feb 12
Diethild StarkmethOnline Markets ... connecting ... People of Earth
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14 Feb 12
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27 Oct 11
Peter Deitz+1 @dsearls @dweinberger @ricklevine @clockerb MT @kegill Yes- y'all need to read the Cluetrain Manifesto http://t.co/WmZAI3KC
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02 Aug 11
David HoodWe are not seats or eyeballs or end users or consumers. We are human beings & our reach exceeds your grasp. Deal w/ it. http://cluetrain.com
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10 May 11
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23 Sep 10
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26 Feb 10
Dave DuarteMarkets are conversations.
Talk is cheap.
Silence is fatal.
The end of business as usual. -
05 Feb 10
Jonas Olofsson95 Theses:
1. Markets are conversations.
2. Markets consist of human beings, not demographic sectors.
3. Conversations among human beings sound human. They are conducted in a human voice.
4. Whether delivering information, opinions, perspe -
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17 Mar 09
Ethan Gardner# Markets are conversations.
# Markets consist of human beings, not demographic sectors.
# Conversations among human beings sound human. They are conducted in a human voice.
# Whether delivering information, opinions, perspectives, dissenting arguments -
11 Mar 09
Francois ZaninottoA powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.
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24 Oct 08
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14 Apr 08
Francisco Arlindo AlvesEscrito em 1999 por Rick Levine, Christopher Locke, Doc Searls e David Weinberger, o Cluetrain Manifesto é um conjunto de 95 teses organizadas como um manifesto. As idéias colocadas neste manifesto buscam analisar os impactos da internet no mercado cons
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03 Apr 08
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19 Mar 08
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09 Jan 08
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27 Oct 07
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19 Oct 07
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20 Sep 07
Lynne B"To speak with a human voice, companies must share the concerns of their communities. But first, they must belong to a community." I read this around the same time I joined LJ in 2000. Its relevancy has never been more apt.
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11 Jul 07
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We are waking up and linking to each other. We are watching. But we are not waiting.
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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.
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We have real power and we know it. If you don't quite see the light, some other outfit will come along that's more attentive, more interesting, more fun to play with.
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We have better things to do than worry about whether you'll change in time to get our business. Business is only a part of our lives. It seems to be all of yours. Think about it: who needs whom?
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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.
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Online Markets...
Networked markets are beginning to self-organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations.
...People of Earth
The sky is open to the stars. Clouds roll over us night and day. Oceans rise and fall. Whatever you may have heard, this is our world, our place to be. Whatever you've been told, our flags fly free. Our heart goes on forever. People of Earth, remember.
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The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
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Hyperlinks subvert hierarchy.
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- In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way.
- These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.
- In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way.
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- 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.
- There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.
- 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.
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Companies need to realize their markets are often laughing. At them.
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Companies attempting to "position" themselves need to take a position. Optimally, it should relate to something their market actually cares about.
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Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships.
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- There are two conversations going on. One inside the company. One with the market.
- In most cases, neither conversation is going very well. Almost invariably, the cause of failure can be traced to obsolete notions of command and control.
- There are two conversations going on. One inside the company. One with the market.
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- Human communities are based on discourse—on human speech about human concerns.
- The community of discourse is the market.
- Companies that do not belong to a community of discourse will die.
- Human communities are based on discourse—on human speech about human concerns.
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- Today, the org chart is hyperlinked, not hierarchical. Respect for hands-on knowledge wins over respect for abstract authority.
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- Don't worry, you can still make money. That is, as long as it's not the only thing on your mind.
- Have you noticed that, in itself, money is kind of one-dimensional and boring? What else can we talk about?
- Don't worry, you can still make money. That is, as long as it's not the only thing on your mind.
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- However subliminally at the moment, millions of people now online perceive companies as little more than quaint legal fictions that are actively preventing these conversations from intersecting.
- This is suicidal. Markets want to talk to companies.
- However subliminally at the moment, millions of people now online perceive companies as little more than quaint legal fictions that are actively preventing these conversations from intersecting.
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We want access to your corporate information, to your plans and strategies, your best thinking, your genuine knowledge. We will not settle for the 4-color brochure, for web sites chock-a-block with eye candy but lacking any substance.
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- We like this new marketplace much better. In fact, we are creating it.
- You're invited, but it's our world. Take your shoes off at the door. If you want to barter with us, get down off that camel!
- We like this new marketplace much better. In fact, we are creating it.
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- We are immune to advertising. Just forget it.
- If you want us to talk to you, tell us something. Make it something interesting for a change.
- We are immune to advertising. Just forget it.
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- We've got some ideas for you too: some new tools we need, some better service. Stuff we'd be willing to pay for. Got a minute?
- You're too busy "doing business" to answer our email? Oh gosh, sorry, gee, we'll come back later. Maybe.
- We've got some ideas for you too: some new tools we need, some better service. Stuff we'd be willing to pay for. Got a minute?
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You want us to pay? We want you to pay attention.
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Most marketing programs are based on the fear that the market might see what's really going on inside the company.
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Markets are conversations.
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Markets are conversations.
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Corporations do not speak in the same voice as these new networked conversations. To their intended online audiences, companies sound hollow, flat, literally inhuman.
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- There are two conversations going on. One inside the company. One > with the market. >
- In most cases, neither conversation is going very well. Almost > invariably, the cause of failure can be traced to obsolete > notions of command and control. >
- There are two conversations going on. One inside the company. One > with the market. >
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21 Mar 07
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30 Nov 06
highrollerWhen we created Cluetrain.com in April, 1999, it kicked up some dust. A few thousand people signed their endorsement of the ideas. Lots of email, lots of press coverage. This is the site as it existed then. The conversations continue elsewhere. Please rea
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05 May 05
Matthew WeymarA powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies
cluetrain markets internet social network knowledgemanagement
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07 Feb 05
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28 Jan 05
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