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Blog Orlando Cluetrain


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For a video version of this presentation (and eventually a transcript), visit my blog at: …

For a video version of this presentation (and eventually a transcript), visit my blog at:

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  • 1. when LEGO caught the Cluetrain how adult fans changed a kids toy company
  • 2. The views in this presentation do not reflect the opinion of anyone but the bonehead you see standing in front of you. These opinions certainly don't reflect the opinions of any clients or employers (especially that drunken cabinet maker from high school - man that guy was weird). If any of the information in this presentation is helpful, that's due to the sheer brilliance of the speaker. If anything is incorrect, questionable, or problematic, blame my past employment agreement for not allowing me to properly share the deeper details of the project with you. Nothing in this agreement is a trade secret, but if the insights scare you, please don't sue me.
  • 3. The Social Web a story
  • 4. Back to the Future....
  • 5. the dream
  • 6. the dream job
  • 7. “a powerful global conversation has begun.”
  • 8. “markets are conversations”
  • 9. inside Fort Business
  • 10. “what do you mean you don’t know?!?”
  • 11. 4 problems
  • 12. back to the Cluetrain...
  • 13. Cluetrain Manifesto #52 “Paranoia kills conversation. That’s its point. But lack of open conversation kills companies.”
  • 14. “we don’t accept unsolicited ideas”
  • 15. what is “secret”?
  • 16. skip the NDA
  • 17. discomfort lack of trust protectionism
  • 18. #77 “You’re too busy ‘doing business’ to answer our email? Oh gosh, sorry, gee, we’ll come back later. Maybe.”
  • 19. rity! ajo m
  • 20. the minority?
  • 21. “fans are weird”
  • 22. ... yes, fans are weird.
  • 23. but when this is the perception...
  • 24. ... time for a culture shift.
  • 25. OLD WAY Company Customer
  • 26. MORE RECENTLY Company Customer
  • 27. TODAY Higher Calling Company Customer
  • 28. LEGO... a creative medium
  • 29. #50 “The org chart is hyperlinked, not hierarchical.”
  • 30. air cover + tenacity
  • 31. Cluetrain Manifesto #85 “When we have questions we turn to each other for answers.”
  • 32. Cluetrain Manifesto #72 “We like this new marketplace much better. In fact, we’re creating it.”
  • 33. “you’re insane.”
  • 34. is it worth it?
  • 35. back to basics
  • 36. $500 + 5,000 pieces
  • 37. design it, buy it, receive it
  • 38. live it, play it
  • 39. Wired
  • 40. Better Building Experience Cooler sets Multiple Ages Healthy Bottom Line
  • 41. Paranoia kills conversation Small groups can mean big power Air Cover + Tenacity = Success Community solves its own problems
  • 42. image credits • Delorean: • Stop Sign: • Secret: • LEGO Sand Castle: • Klingon: • Aircraft Carrier: • LEGO Sets are (c) The LEGO Group • All other photos are used with permission or are (c) Jake McKee
  • 43. how LEGO caught the Cluetrain Jake McKee Chief Ant Wrangler Ant’s Eye View 214.566.5957