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19 Nov 08

Mobile Opportunity: The Cluetrain Manifesto revisited

Boils out some of the acid-laced phrases of the original.

mobileopportunity.blogspot.com/...train-manifesto-revisited.html - Preview

Cluetrain Web Marketing

Forget about the Long Tail – the online world is all tail.
The real changes are just starting.
10 more annotations...
- Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves.
- Nothing is more pathetic than a CEO trying to pretend that he or she is hip.
- OK, you're not really talking about humor at all. So why did you say to get a sense of humor?
- Never love a company -- it can't love you back."
- The conversations also happen in lunchrooms, hallways, and next to water coolers. They move a little faster on intranets, but the difference is not enormous.
- Companies don't have IQs. Their managers do.
- Believe me, every company takes 50 million customers more seriously than one Wall Street Journal reporter. But most of them haven't yet figured out how to talk to 50 million people online.
- We are arrogant and we don't know it. We think we represent all customers when in fact we represent a slice of them. Companies would be stupid to take all our rhetoric at face value. But our influence is growing, it would also be stupid to ignore the potential we represent. We are noisy, we influence a lot of purchases, and we're increasing in number."
- The Web is an accelerator more than a revolutionary.
- 1. Engage, don't sell.
  2. Speak as individuals.
  3. Be yourself.
  4. Never lie.
  5. Don't be afraid of passion.
  6. Set your employees free.
  7. The Internet strengthens great brands – and destroys false ones.
  8. Forget about mass markets.
  9. Remember that the Internet is still evolving.
  10. Don't mistake the Web for the real world.