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Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
Cluetrain Ch 2 And 3
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Cluetrain Ch 2 And 3

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

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

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Transcript

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

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