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Cluetrain Ch 1

Cluetrain Ch 1



outline of ch. 1 of "The Cluetrain"

outline of ch. 1 of "The Cluetrain"



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    Cluetrain Ch 1 Cluetrain Ch 1 Presentation Transcript

    • Cluetrain Ch. 1
    • Introduction
      • Fascination with telling tales
      • The net has given free rein to play
      • Hypertext is nonhierarchical
      • Intellectual bravery; more comfortable with risk than regulation; vastly enhanced ability to learn things; pace of learning is accelerating
    • Intro
      • The web reinforces freedom
      • Convergence of the market conversation and the conversation of the corporate workforce results in commerce becoming far more naturally integrated into the life of individuals and communities
    • Ch. 1
      • We long for more connection…
      • Why do we come online? For each other
      • Nothing online accepted at face value or taken for granted = values
    • yahoo
      • Despite its hacker roots = “global media company” - what happened? What continues to happen?
    • voice
      • Conversations
      • Values
      • Audience is connected to itself. Where do we see this today?
    • seditious
      • The web as an acquiescent mass-consumer market is a figment
      • The Internet is inherently seditious
    • Why do companies care?
      • Without the conversation, companies can’t innovate, build consensus, determine what works and what doesn’t,
    • Markets are conversations
      • Trade routes pave the storylines. Across the millennia in between, the human voice is the music we have always listened for, and still best understand.
    • commerce
      • Commerce is a natural part of human life, but it has become increasingly unnatural over the intervening centuries, incrementally divorcing itself from the people on whom it most depends
      • The result is a vast chasm between buyers and sellers
      • Commerce has come to ignore the natural conversation that defines communities as human
    • Drive out fear
      • Central tenet of Deming’s TQM
      • Conversations among all parts of the supply chain deemed essential
      • Now, it’s a step further: drive out fear and talk to your customers and listen to your customers.
    • Knowledge worth having
      • Comes from turned on volitional attention, not from slavishly following someone else’s orders
      • Innovation based on such knowledge is exciting, inflammatory, even dangerous, because itt tends to challenge fixed procedures and inflexible policies
    • Businesses that have a future…
      • Are about subtle differences, not wholesale conformity; diversity, not homogeneity; breaking rules, not enforcing them; pushing the envelope, not punching the clock; invitation, not protection; doing it first, not doing it “right;” making it better, not perfect; telling the truth, not spinning lies; turning people on, not “packaging” them, about building convivial communities and knowledge ecologies, not leveraging demographic sectors
    • building convivial communities and knowledge ecologies, not leveraging demographic sectors
    • The Internet invites participation
    • The internet greatly facilitates the sharing of relevant knowledge within a community joined by like interests
    • Companies that are actually communicating with online markets have flung doors wide open
    • The question is whether, as a company, you can afford to have more than an advertising jingle persona
    • Can you put yourself out there: say what you think in your own voice, present who you really are, show what you really care about?
    • Do you have any genuine passion to share?
    • Humans are great at this; companies suck at it.
    • Markets don’t want to talk to flacks and hucksters. They want to participate in the conversations going on behind the firewall.
    • PR doesn’t work. Markets are conversations.
    • How do conversations get started? How do people with common interests find each other? Ans: word gets around, and on the net, word gets around fast (uh…FB, etc.)