patrickoy

 

Cluetrain Manifesto 95 Theses

Page history last edited by Patrick 1 yr ago
  1. Markets are conversations.
  2. Markets consist of human beings, not demographic sectors.
  3. Conversations are conducted on human voice.
  4. ...the Human voice is typically open, natural, uncontrived
  5. People recognize each other as such from the sound of its voice.
  6. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
  7. Hyperlinks subvert hierarchy.
  8. In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way.
  9. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.
  10. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.
  11. People in networked markets have figured out that they get far better information and support from one another than from vendors.
  12. There are no secrets. The networked market knows more than companies do about their own products. A nd whether the news is good or bad, they tell everyone.
  13. What's happening to markets is also happening among employees.
  14. Corporations do not speak in the same voice as these new networked conversations.
  15. 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
  16. Already, companies that speak in the language of the pitch, the dog-and-pony show, are no longer speaking to anyone.
  17. Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves.
  18. Companies that don't realize their markets are now networked person-to-person...
  19. Companies can now communicate with their markets directly.
  20. Companies need to realize their markets are often laughing at them.
  21. Companies need to lighten up and take themselves less seriously. They need to get a sense of humor.
  22. ...it requires big values, a little humility, straight talk, and a genuine point of view.
  23. Companies attempting to "position" themselves need to take a position.
  24. ...We are positioned to become the preeminent provider of XYZ...
  25. Companies need to come down from their Ivory Towers...

  26. Public relations do not relate to the public. Companies are deeply afraid of their markets.

  27. By speaking language that is distant, uninviting, arrogant, they build walls to keep markets at bay.

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

  29. Elvis said it best: "We can't go on together with suspicious minds."

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