Cluetrain Chapters 2 & 3
Ch.2 The Longing
The spiritual lure of the Web <ul><li>The return of the voice </li></ul><ul><li>Longing indicates something is missing in ...
Managed world <ul><li>Risk avoidance </li></ul><ul><li>Smoothness </li></ul><ul><li>Fairness </li></ul><ul><li>Discretiona...
A managed life <ul><li>Leads to resentment </li></ul><ul><li>However much we long for the Web is how much we hate our job ...
Our Voice <ul><li>Nothing is more intimately a part of who we are then our voice </li></ul><ul><ul><li>Gives style and sha...
It is only the force of our regret at having lived in this bargains that explains the power of our longing for the web
Web - voice <ul><li>All of the allure of the Web comes back  to the promise of the web. </li></ul><ul><li>The web is a gra...
Put your ass on the line <ul><li>Make a bonfire of your reputation and a close enemy of most men who would wish you well <...
Chapter 3
Talk is cheap <ul><li>Artists have a stubborn faith in their ability to create newness from next to nothing. </li></ul><ul...
Bricolage <ul><li>The opportunism of those who work with their hands, creating stuff out of whatever is lying about. </li>...
The “voice” of the marketer <ul><li>In the same way we distinguish personal attention from inattention, we can tell the di...
The “voice” of the marketer <ul><li>Authentic voice/authentic marketing comes of focus, attention, caring, connection, and...
Talk on line <ul><li>Tech is putting a sharper, more urgent point on the importance of conversation. </li></ul><ul><li>Con...
Community <ul><li>One definition of community is a group of people who care about each other more than they have to </li><...
twitter <ul><li>“is having conversations with lots of constituents really practical?” YES! </li></ul><ul><li>This is basic...
blogs <ul><li>With more people, more stories in the mix, it’s harder for one negative story to sway me </li></ul><ul><li>A...
blogs <ul><li>Stories play a large part in the success of organizations. </li></ul><ul><li>With stories, we teach, pass al...
Why companies fail <ul><li>The problem is not in the effort required to coordinate voices, but in the attitude that assume...
Customer loyalty <ul><li>CL is not a commodity a company owns. </li></ul><ul><li>Where it exists at all-and it’s rare- loy...
Bottom line <ul><li>Not conversing, participating, is not an option. </li></ul><ul><li>If we don’t engage people inside an...
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Cluetrain Ch 2 And 3

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outline of chapters 2 and 3 of "The Cluetrain Manifesto."

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Cluetrain Ch 2 And 3

  1. 1. Cluetrain Chapters 2 & 3
  2. 2. Ch.2 The Longing
  3. 3. The spiritual lure of the Web <ul><li>The return of the voice </li></ul><ul><li>Longing indicates something is missing in our life </li></ul><ul><li>Longing for the web occurs in the midst of a profoundly managed age </li></ul><ul><ul><li>21st century, American idea </li></ul></ul>
  4. 4. Managed world <ul><li>Risk avoidance </li></ul><ul><li>Smoothness </li></ul><ul><li>Fairness </li></ul><ul><li>Discretionary attention </li></ul><ul><li>Lies </li></ul><ul><li>Lack of voice </li></ul>
  5. 5. A managed life <ul><li>Leads to resentment </li></ul><ul><li>However much we long for the Web is how much we hate our job </li></ul><ul><li>All the concessions to a managed life have to do with giving up our voice </li></ul>
  6. 6. Our Voice <ul><li>Nothing is more intimately a part of who we are then our voice </li></ul><ul><ul><li>Gives style and shape to content </li></ul></ul><ul><li>Our voice is expresses in our words, our tone, our body language, our visible enthusiasm </li></ul><ul><li>Our managed voice is virtually the same as everyone else’s </li></ul><ul><li>We are all victims of this assault on voice, the attempt to get up to shut up and listen to the narrowest range of ideas possible </li></ul>
  7. 7. It is only the force of our regret at having lived in this bargains that explains the power of our longing for the web
  8. 8. Web - voice <ul><li>All of the allure of the Web comes back to the promise of the web. </li></ul><ul><li>The web is a granting of a place in which we can be who we are </li></ul><ul><li>It is a public place; it means presenting oneself to others </li></ul><ul><li>The web is viral; it infects everything it touches </li></ul>
  9. 9. Put your ass on the line <ul><li>Make a bonfire of your reputation and a close enemy of most men who would wish you well </li></ul><ul><li>Do what you will, but speak out always. Be shunned, be hated, be ridiculed, be scared, be in doubt, but don’t be gagged. </li></ul>
  10. 10. Chapter 3
  11. 11. Talk is cheap <ul><li>Artists have a stubborn faith in their ability to create newness from next to nothing. </li></ul><ul><li>This faith shapes their work, enables them to establish themselves as individuals. </li></ul>
  12. 12. Bricolage <ul><li>The opportunism of those who work with their hands, creating stuff out of whatever is lying about. </li></ul><ul><li>The web is group bricolage. </li></ul><ul><li>Individuals build it without working from a master plan. </li></ul>
  13. 13. The “voice” of the marketer <ul><li>In the same way we distinguish personal attention from inattention, we can tell the difference between commercial pitch and words that come when someone’s life animates their message </li></ul>
  14. 14. The “voice” of the marketer <ul><li>Authentic voice/authentic marketing comes of focus, attention, caring, connection, and honesty of purpose. </li></ul><ul><li>Authenticity, honesty, and personal voice underlie much of what’s successful on the web </li></ul><ul><li>The ultimate success isn’t from talking, it’s from people wanting to listen, needing to hear each other’s voices and answering in kind </li></ul>
  15. 15. Talk on line <ul><li>Tech is putting a sharper, more urgent point on the importance of conversation. </li></ul><ul><li>Conversations are moving faster, touching more people, and bridging greater distances than we’re used to </li></ul>
  16. 16. Community <ul><li>One definition of community is a group of people who care about each other more than they have to </li></ul><ul><li>It is conversation, the verbal glue binding people separated by geography into community </li></ul><ul><li>Fake voices are eschewed </li></ul>
  17. 17. twitter <ul><li>“is having conversations with lots of constituents really practical?” YES! </li></ul><ul><li>This is basically twitter </li></ul>
  18. 18. blogs <ul><li>With more people, more stories in the mix, it’s harder for one negative story to sway me </li></ul><ul><li>A single corp story is a fiction in a world of free conversation </li></ul><ul><li>Corp stories, like corp cultures, are informed by individuals over time through many contacts, conversations, and opportunity to tell stories </li></ul>
  19. 19. blogs <ul><li>Stories play a large part in the success of organizations. </li></ul><ul><li>With stories, we teach, pass along knowledge of our craft, and create a sense of shared mission </li></ul>
  20. 20. Why companies fail <ul><li>The problem is not in the effort required to coordinate voices, but in the attitude that assumes speech demands coordination and control </li></ul><ul><li>Thinking they’re having a conversation when they’re having a lecture </li></ul><ul><li>Not allowing the conversation to overcome the class structure of business </li></ul>
  21. 21. Customer loyalty <ul><li>CL is not a commodity a company owns. </li></ul><ul><li>Where it exists at all-and it’s rare- loyalty to a company is based on respect </li></ul><ul><li>That respect is based on how the company has conducted itself in conversations with the market </li></ul>
  22. 22. Bottom line <ul><li>Not conversing, participating, is not an option. </li></ul><ul><li>If we don’t engage people inside and outside our organization in conversation, someone else will. </li></ul><ul><li>Start talking! </li></ul>
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