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the cluetrain manifesto

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Saved by 11 people (4 private), first by anonymouse user on 2006-05-19


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if you only have time for one clue this year, this is the one to > get... >

Highlighted by eyalnow

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.

Highlighted by eyalnow

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.

    • Highlighted by eyalnow

  • 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.

    • Highlighted by eyalnow

    Companies need to realize their markets are often laughing. At them.

    Highlighted by eyalnow

    Companies attempting to "position" themselves need to take a position. Optimally, it should relate to something their market actually cares about.

    Highlighted by eyalnow

    Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships.

    Highlighted by eyalnow

    Most marketing programs are based on the fear that the market might see what's really going on inside the company.

    Highlighted by eyalnow

  • 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.

    • Highlighted by eyalnow

  • Today, the org chart is hyperlinked, not hierarchical. Respect for hands-on knowledge wins over respect for abstract authority.

    • Highlighted by eyalnow

  • 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.

    • Highlighted by eyalnow

  • 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.

    • Highlighted by eyalnow

    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.

    Highlighted by eyalnow

  • 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!

    • Highlighted by eyalnow

  • 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.

    • Highlighted by eyalnow

  • 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.

    • Highlighted by eyalnow

    You want us to pay? We want you to pay attention.

    Highlighted by eyalnow

  • 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?

    • Highlighted by eyalnow

    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.

    Highlighted by eyalnow

    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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    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.

    Highlighted by eyalnow

    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.

    Highlighted by eyalnow

    We are waking up and linking to each other. We are watching. But we are not waiting.

    Highlighted by eyalnow

    Markets are conversations.

    Highlighted by eyalnow

    Markets are conversations.

    Highlighted by eyalnow

    Corporations do not speak in the same voice as these new networked conversations. To their intended online audiences, companies sound hollow, flat, literally inhuman.

    Highlighted by eyalnow

  • 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. >

    • Highlighted by eyalnow