This link has been bookmarked by 184 people . It was first bookmarked on 02 Mar 2006, by Lakshmi Vyasarajan.
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21 Oct 09
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27 Sep 09
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Markets are conversations.
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Markets consist of human beings, not demographic sectors.
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The Internet is enabling conversations among human beings that
were simply not possible in the era of mass media. -
Hyperlinks subvert hierarchy.
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These networked conversations are enabling powerful new forms of
social organization and knowledge exchange to emerge. -
As a result, markets are getting smarter, more informed, more
organized. Participation in a networked market changes people
fundamentally. -
People in networked markets have figured out that they get far
better information and support from one another than from
vendors. -
The networked market knows more than
companies do about their own products. -
In just a few more years, the current homogenized "voice" of
business—the sound of mission statements and
brochures—will seem as contrived and artificial as the
language of the 18th century French court. -
Companies that don't realize their markets are now networked
person-to-person, getting smarter as a result and deeply joined
in conversation are missing their best opportunity. -
Companies can now communicate with their markets directly.
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Companies need to realize their markets are often laughing. At
them. -
Networked markets can change suppliers overnight. Networked
knowledge workers can change employers over lunch. Your own
"downsizing initiatives" taught us to ask the question: "Loyalty?
What's that?"
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To speak with a human voice, companies must share the concerns of
their communities. -
But first, they must belong to a community.
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Human communities are based on discourse—on human speech about
human concerns.
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13 Aug 09
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Cluetrain.com
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07 Jul 09
euro thingThe Cluetrain Manifesto is ranked #6 on Business Week's list of top books of 2000.
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A 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. -
But learning to speak in a human voice is not some trick,
nor will corporations convince us they are human with lip
service about "listening to customers." - 1 more annotations...
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They will
only sound human when they empower real human beings to speak on
their behalf.
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03 Feb 09
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Robert LetcherBook written that describes how companies are out of touch with the networked society
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06 Jan 09
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Markets are conversations.
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- The Internet is enabling conversations among human beings that
were simply not possible in the era of mass media.
Hyperlinks subvert hierarchy.
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.
As a result, markets are getting smarter, more informed, more
organized. Participation in a networked market changes people
fundamentally.
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.
What's happening to markets is also happening among employees. A
metaphysical construct called "The Company" is the only thing
standing between the two.
- The Internet is enabling conversations among human beings that
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Already, companies that speak in the language of the pitch, the
dog-and-pony show, are no longer speaking to anyone. -
- Companies that don't realize their markets are now networked
person-to-person, getting smarter as a result and deeply joined
in conversation are missing their best opportunity.
Companies can now communicate with their markets directly. If
they blow it, it could be their last chance.
Companies need to realize their markets are often laughing. At
them.
Companies need to lighten up and take themselves less seriously.
They need to get a sense of humor.
- Companies that don't realize their markets are now networked
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humility
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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.
Public Relations does not relate to the public. Companies are
deeply afraid of their markets.
- Companies need to come down from their Ivory Towers and talk to
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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. -
- 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.
Networked markets can change suppliers overnight. Networked
knowledge workers can change employers over lunch. Your own
"downsizing initiatives" taught us to ask the question: "Loyalty?
What's that?"
- Brand loyalty is the corporate version of going steady, but the
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- To speak with a human voice, companies must share the concerns of
their communities.
But first, they must belong to a community.
- To speak with a human voice, companies must share the concerns of
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The community of discourse is the market.
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- Companies make a religion of security, but this is largely a red
herring. Most are protecting less against competitors than
against their own market and workforce.
As with networked markets, people are also talking to each other
directly inside the company—and not just about rules
and regulations, boardroom directives, bottom lines.
- Companies make a religion of security, but this is largely a red
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- Such conversations are taking place today on corporate
intranets. But only when the conditions are right.
Companies typically install intranets top-down to distribute HR
policies and other corporate information that workers are doing
their best to ignore.
- Such conversations are taking place today on corporate
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While this scares companies witless, they also depend heavily on
open intranets to generate and share critical knowledge. They
need to resist the urge to "improve" or control these networked
conversations. -
- Today, the org chart is hyperlinked, not hierarchical. Respect
for hands-on knowledge wins over respect for abstract authority.
Command-and-control management styles both derive from and
reinforce bureaucracy, power tripping and an overall culture of
paranoia.
Paranoia kills conversation. That's its point. But lack of open
conversation kills companies.
There are two conversations going on. One inside the company. One
with the market.
- Today, the org chart is hyperlinked, not hierarchical. Respect
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- Smart companies will get out of the way and help the inevitable
to happen sooner.
If willingness to get out of the way is taken as a measure of IQ,
then very few companies have yet wised up.
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.
- Smart companies will get out of the way and help the inevitable
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- This is suicidal. Markets want to talk to companies.
Sadly, the part of the company a networked market wants to talk
to is usually hidden behind a smokescreen of hucksterism, of
language that rings false—and often is.
- This is suicidal. Markets want to talk to companies.
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De-cloaking, getting personal: We are those markets. We
want to talk to you.
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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As markets, as workers, we wonder why you're not listening. You
seem to be speaking a different language. -
- Maybe you're impressing your investors. Maybe you're impressing
Wall Street. You're not impressing us.
If you don't impress us, your investors are going to take a bath.
Don't they understand this? If they did, they wouldn't let
you talk that way.
- Maybe you're impressing your investors. Maybe you're impressing
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We like this new marketplace much better. In fact, we are
creating it. -
- 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'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 are immune to advertising. Just forget it.
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You want us to pay? We want you to pay attention.
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Your product broke. Why? We'd like to ask the guy who made it.
Your corporate strategy makes no sense. We'd like to have a chat
with your CEO. What do you mean she's not in?
We want you to take 50 million of us as seriously as you take one
reporter from The Wall Street Journal.
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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.
When we're not busy being your "target market," many of us
are your people. We'd rather be talking to friends online
than watching the clock. That would get your name around better
than your entire million dollar web site. But you tell us speaking
to the market is Marketing's job.
- When we have questions we turn to each other for answers. If you
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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. -
We're both inside companies and outside them. The boundaries that
separate our conversations look like the Berlin Wall today, but
they're really just an annoyance. We know they're coming down.
We're going to work from both sides to take them down. -
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.
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28 Oct 08
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29 Sep 08
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Markets are conversations.
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Markets are conversations.
- 5 more annotations...
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Markets are conversations.
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Markets are conversations.
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Markets are conversations.
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Markets consist of human beings, not demographic sectors.
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Conversations among human beings sound human. They are conducted
in a human voice.
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26 Sep 08
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wolf hessepeople of earth... -- this stands for itself.
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16 Sep 08
sperkinsMost marketing programs are based on the fear that the market might see
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Caleb LoveThe cluetrain manifesto is a list of changes that need to occur inside organizations
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Zaid Ali AlsagoffMarkets are about conversations (an e-Book by several authors), or how to achieve a real conversation with your customers. If you are lazy, at least read the 95 theses to get some idea.
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kavjerThese markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.
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Lynne JonesOriginal site 1999 To catch up with the site's creators: Chris Locke, Doc Searls, David Weinberger- book online for free
Read the entire book online for free. -
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Miguel guhlinA 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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Ricardo MorenoUn manifiesto sobre el nuevo marketing
blog communication management marketing media web2.0 internet
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20 Oct 06
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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. -
markets are getting smarter—and getting smarter faster than most companies
- 2 more annotations...
-
-
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. -
Companies can now communicate with their
markets directly.
-
-
-
04 Oct 06
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03 Oct 06
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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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