THE CLUETRAIN MANIFESTO




                     The Cluetrain Manifesto

                          Marlo P. la O’

      ...
THE CLUETRAIN MANIFESTO


                                       Abstract

This book review is about my own opinion and in...
THE CLUETRAIN MANIFESTO


                              The Cluetrain Manifesto

  Theses #31: Networked markets can chang...
THE CLUETRAIN MANIFESTO


                              The Cluetrain Manifesto

 Theses #32: Smart Markets will find supp...
THE CLUETRAIN MANIFESTO


                              The Cluetrain Manifesto

Theses #33: Learning to speak with a huma...
THE CLUETRAIN MANIFESTO


                              The Cluetrain Manifesto

Theses #34: To speak with a human voice, ...
THE CLUETRAIN MANIFESTO


                              The Cluetrain Manifesto

             Theses #35: But first, they ...
THE CLUETRAIN MANIFESTO


                               The Cluetrain Manifesto

Theses #36: Companies must ask themselve...
THE CLUETRAIN MANIFESTO


                              The Cluetrain Manifesto

Theses #37: If their cultures end before ...
THE CLUETRAIN MANIFESTO



                                The Cluetrain Manifesto

  Theses #38: Human communities are ba...
THE CLUETRAIN MANIFESTO



                              The Cluetrain Manifesto

              Theses #39: The community ...
THE CLUETRAIN MANIFESTO


                               The Cluetrain Manifesto

Theses #40: Companies that do not belong...
THE CLUETRAIN MANIFESTO


                               The Cluetrain Manifesto

  Theses #41: Companies make a religion ...
THE CLUETRAIN MANIFESTO


                              The Cluetrain Manifesto

 Theses #42: As with networked markets, p...
THE CLUETRAIN MANIFESTO


                                The Cluetrain Manifesto

 Theses #43: Such conversations are tak...
THE CLUETRAIN MANIFESTO


                               The Cluetrain Manifesto

  Theses #44: Companies typically instal...
THE CLUETRAIN MANIFESTO


                               The Cluetrain Manifesto

Theses #45: Intranets naturally tend to ...
Upcoming SlideShare
Loading in...5
×

The Cluetrain Manifesto 31 45 Chapters

649

Published on

Book Review

Published in: Education, Travel
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
649
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
10
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

The Cluetrain Manifesto 31 45 Chapters

  1. 1. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Marlo P. la O’ De La Salle – College of Saint Benilde
  2. 2. THE CLUETRAIN MANIFESTO Abstract This book review is about my own opinion and insights about how I feel and what are my reactions when I read the book title “The Cluetrain Manifesto” typically the concept of the book is almost the same as the concept of the 95 these written by Martin Lither about his opposing reaction to the teachings of the catholic church. But the only difference with the Cluetrain manifesto is that this is about how the internet changes our everyday communication with each other and the other capabilities of social networks that we have ever anticipated, especially those people developed these networks. People have different reactions and opinions on every topic we discuss our minds never think and work the same in a 100% manner. This reviews of mine is particularly how I have experienced some of the amazing capabilities of social networks and what it can do to people who are using or interacting with one another in the internet.
  3. 3. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #31: Networked markets can change suppliers overnight. Networked knowledge workers can change employers over lunch. Your own “downsizing initiatives” taught us to ask the question: “Loyalty? What’s that?” Loyalty has also played a big part in networking markets, based on my experience every hour your employees may change, people go in and out of the web site. There might at some times were people go back again to that site and be the usual employee, but there are times when they say they will go back, but they never do go back. This only the sad part about networking markets, for me based on my opinion and experience. Again with blinding speed of information transfer, sometimes you can never tell if that information was deliberately for you or for another customer. A good example of a networked markets are online games, where there are cities in that particular game, and there are people who specialize in selling different items then if you need to buy that item you just go to that person or a shop where you now you can buy that item. But sometimes there are just free roaming merchants selling specially prized items, and they are sometime considered rare items, and once these opportunities past you, you may never find them on that spot where you found them selling those items. You may be able to get there contacts, where you can talk to them online such us getting their YM ID, but sometime they just vanish in mid air, and you could not catch them online anymore so much for false hope. But also we must be very careful with whom we talk and contact online because they might just be hackers who will hack into your accounts. Integrative Questions: 1. What is the meaning of loyalty? 2. Are you loyal to your friends? 3. Are you loyal online? 4. Have you ever engage in selling online? 5. Have you ever bought something online? Reference: http://www.fullcirc.com/community/localclue.htm
  4. 4. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #32: Smart Markets will find suppliers who speak their won language. Being smart at finding your supplier is a huge advantage for you especially if you are engage in business, whether it is selling finished goods, or whether you are the one manufacturing them. Once you have found the kind of supplier that you like, and an additional bonus is when that supplier of yours is loyal to you in helping you out in your business, your only worries would have to be is getting your markets to like you and buy what you are selling. If your supplier knows what you are selling, and if they speak at the same language you do, you must not worry what to order from them because they know what you want and they know what you need, and when you need those items, they right away supply you with them. I might be even better if that supplier of your is the one talking business with your customers, the type of supplier that know the needs and the wants of your customers, and they deliver the item right away to your doors, so when the customer arrives all they just have to do is choose and buy right away. No more complains and other questions, like “do you have another color of these (item)?” But we can not escape the fact that once you have a loyal customer with, then their expectations from you as their seller gets bigger, they expect more from you and they expect you to give them what they want. Integrative Questions: 1. Are you engage in a business? 2. If yes, what kind of business? 3. Do you have your own supplier? 4. Is your supplier speaking your own language? 5. How do you define a smart market in your own perspective? Reference: http://www.fullcirc.com/community/localclue.htm
  5. 5. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #33: Learning to speak with a human voice is not a polar trick. It can’t be “picked up” at some tony conference. Learning to speak with a human voice is something you already actually have in you, ever since you were born the first time you spoke was already your very first human voice. Or even the first word you ever said is already your natural human voice. Actually if you are engage in business and you are the one who is doing all the talk for you business, eventually you will learn other stuffs and a different way of talking. You will be more boring, gloomy, and uninviting sound of voice. Sometime you would not even notice it but your voice would scare the hell out of other people. If you are the type who engages in networking markets, using the internet as your business then you do not have to practice how you speak towards people, or how you can approach them. Because in the internet everyone speak the same human voice language, well technically, there might be some who speak in a different language, a different foreign language, but the whole approach in speaking the tone of voice are all natural. No tricks are needed to learn how to convince other people in the network on what you are selling or why they need to buy it. Because information in forums, and chat rooms are rapidly going and arrive at incredible speeds that by the time you know it some one who you did not expect already bought something online form you and the person who you are negotiating to with is still trying to negotiate with you. Integrative Questions: 1. What the first word you said? 2. What is a polar trick? 3. Have you ever attended at some conference on learning how to speak? 4. What language do you speak? 5. How many languages do you now how to speak? Reference: http://www.fullcirc.com/community/localclue.htm
  6. 6. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #34: To speak with a human voice, companies must share the concerns of their communities. Companies must not only be concerned on themselves but they must also learn how to corporate and be interactive with the communities who are looking toward them, and who they are close to. Speaking in a human voice not only must be verbal but it also must be put into action. Helping out other people is another way of showing that action speaks louder than words, and that it also shows you not only concern to your self but also to other people as well. You must be a man of your word, what ever you have said you must also do it. What ever you community needs for their growth you should also as a company try your best to help them grow, and grow together with them. Do not just focus on the wants part of your company because rest assure you will not go anywhere with these, and the fact that you will out others before your self is a good feeling in the end. There are very few people who think about other before them selves. A good example of helping other communities is by volunteering to give and send relief goods and cloth to communities you now who are desperately in need of food and shelter who have lost their home because unexpected circumstances where Mother Nature was not kind to them. Where Mother Nature brought them disaster into their homes and communities, where recovery for those people are sometimes hard to achieve, and this where you can lend a hand to them. Integrative Questions: 1. Is your company only concern other communities? 2. What communities has your company helped out with? 3. Have you ever felt the wrath of Mother Nature? 4. Is your company the type who always helps out others? 5. Is your company more concerned with the needs of your community? Reference: http://www.fullcirc.com/community/localclue.htm
  7. 7. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #35: But first, they must belong to a community. In order to be able to share the concerns of your community you must first belong to a community where you will be able to serve. This is the important fact that you must remember, is that you must be able to serve and not to get what you want. In order to belong to a community your must be accepted by that community. The question on getting the acceptance part might sound hard, but if you put your heart into it and you really want to belong to that community, they will just gladly accept you without you forcing your self into them. Just by showing a little help, caring for that community, then eventually the doors will be open to you, you do not have to exert an effort at holding and reaching for the know and turning it, pushing the door to open, but gently form the insider the door will be opened to you. The only effort on your part is showing that community that you are willing to become part of them. You should not worry your self if the community you want to become of will not accept you, but as long as you know you did your part well and you have tried your best to show them that you want to be part of their community, and still they did not accept you it is not your lost. There are other communities out there that are willing to accept you, and sometime what you want is not always what you get, but who needs you the most will be the once to accept you. Integrative Questions: 1. Have you ever helped out a community? 2. Have you ever felt being left out? 3. Did you ever experience being left out? 4. Did you ever experience the one being accepted? 5. How does it feel helping out other people? Reference: http://www.fullcirc.com/community/localclue.htm
  8. 8. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #36: Companies must ask themselves where their corporate cultures end. Understanding your business also invloves in knowing your own culture. If you do not know your own culture you simply do not know your business, and these leads to a failure in business. Because business leader do not really understand their ow culture they might tell you that they know it all, but if you are stupid enough to believe in it then go ahead, but htink about it all that you are goig to hear them talk is just about their mission, vission, and values that they believe that is for the good of everyone including their business. But actually their culture is the one running their business not them. They are the once being shaed by their culture, every decision and action they make for their business are all comming form their culture. Business leaders that do not realize this simple truth are the once who do not really know their business at all. The only thing that business leaders understand about cultures are from their own corporate ideals which they themselves have made. These ideals fail to realize the real meaning behind what is desired and what is realized. And thse are some of the reasons why some coporate leaders fail to realize about their own corporate culture. If they fail to understand all of these they will never be able to graps the real essence of why they first puted up their own business, and importance of thier business to their own culture wehre they belong too. Integrative Questions: 1. What is a corporate culture? 2. Do you know your own corporate culture? 3. How well do you know your own business? 4. What is your corporate culture? 5. Have you ever thought about your own corporate and what it stands for? Reference: http://www.futuresense.com/corporate_culture_2/
  9. 9. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #37: If their cultures end before their community beginds, they will have no market. Without a business is the same as having no marktet. The reason why some have no business is because they fial to realize and know what their corporate cultures are. They must know that all their actions and the decisions they make are based on the corporate cultures that they have. When they fail to realize these thier business fails, and when their business fails its just the same as saying they have no markets. But for my own opinion having or putting up your own business is just plain common sense. If you know Bill Gates whcich of course the whole world knows is in the top 5 riches man in the world. He is the chair person of microsoft corporations. He never finishied college but look at where he is standing right know. He is the third richest man in the world. And all he did was bought someones software and made it his own. He did a little customization on the software, and licensed it so that when ever someone wants to purchase the software, technically the have bought the software but they are not the real onwers of it, all they just bought is the license of the software. The corporation of Bill Gates still owns the software. All of these just came inot his mins he just tought of it and sold it to different companies, big time companies all over the world who are also in the need of the sofware Bill Gates has made. Integrative Questions: 1. Do you know Bill Gatess? 2. What can you do to make sure you have a market? 3. What is your target market? 4. How do oyu prevent your culture from endng before your community begins? 5. What is the difference between a culture and a community?
  10. 10. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #38: Human communities are based on discourse—on human speech about human concerns. I have always wondered what do people really mena that in order for you or myself to fit in into the new world of more connected world where customers are interacting with each other through the internet. Interacting in a more human way might sound vey simple and easy, but there are many companies who are really having a hard time at doing this. I really do not know why but maybe or somehow the reason wh they are having a hard time is because they are already structured in such away that it would be difficult or impossible for them to speak or respond to human voice in such a way that they will be able to fit in to the crowd of their networked markets. The only thing that is trapping most companies to be more authentic and sound more like a human when it comes to communication is their thought of living up to their reputation and the expectations of their customers. Their cusotemd culture, that they are so intact to it that it is hard for them to adapt their selves into a different culture; there will be culture shock. If admiting your misake is a risk your willing to take, and if you are willing to take in all the criticism of other people, why not go ahead it good practice not only for your own character but atleast the next time you come around with that same error that you have made it would not be that shocking for you anymore. Integrative Questions: 1. What is inside the internet? 2. What is a human speech? 3. What is a human voice? 4. Are able to speak naturally? 5. What is your greatest fear when it comes to talking to other people? Reference: http://www.mathewingram.com/work/2009/04/28/cluetrain-human- speech-human-concerns/
  11. 11. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #39: The community of discourse is the market. Where there are people there is a market. Where there is a conversations there is a market. When people want to talk about somehting sometimes the conversations could last very long, and if a day is not yet enough it would go on to the next day until everyone gets contented about the topic. When taling about business the topic sometime never ends. Especailly when the planning part is implemented, there is no end to it until the plan it finalized. When people want to start a business, they will do all the nessecary preperations and all the is needed to be done for the business to be started right away. When there is exchange of talk, always bo prepared that there is also an exchange in negotiation. Technically, the business always starts with someone talking, inviting people, or advertising a product of theirs. Everything revolves with words. But you must always watch out on what you say to other people or what you say about something. Because there might be other people who will not like what they hear when you speak. But if this the case who can avoid it? I do not really believe anyone can avoid being judge when they talk. It basically human nature to judge others right away. Their might be positive judgement and there are also negative judgement, everything revolves in the balance, it is like yin and yang. Just as simple as writng is already a form of discourse to your community. Integrative Questions: 1. What is communication? 2. Is communication a form of discourse? 3. What is an example of discourse in business? 4. Why communication a form of market? 5. Is market also equivalent to discourse? Reference: http://www.hooversbiz.com/2009/04/28/the-community-of-discourse-is- the-market/
  12. 12. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #40: Companies that do not belong to a community of discourse will die. Talking to your markets is the new wave of communication instead of rellying on mass media, such as advertisement to expose your products to the most viewers. This will not only be too costly, but someitme it just does not work. The effort you put up into talking to talking to other people edvertising you porduct will be more recognized by you market. It really has its own advantage, the power of persuation is in your hands, when questions are asked you can right away give the answer. People will not doubt you because it is really you who doing the market. You are going out there and showing to the world that you can talk, you can make them believe you. I already have experience such power of persuation, knowing the difference between talking to your market directly and just seeing it in the tv you can really tell once you have done both. Embrass the conversations that are happening around your. Each product has its onw uniqueness on ow people like that product, how people talk about that product. The more they like the product the more they will talk about the product. There are different strategies for each unique porduct do not expect the same way that you have made thay product of yours to work on another porduct. Let us face it mass media is already a decade ago today internet in the new source of marketing, mass media is like the cassete tape of yesterday. Integrative Questions: 1. What is mass media? 2. What is the difference between mass media and internet? 3. Where do you think is the majority of the market today? 4. Are good at communicating? 5. Do you embrass commmunication as part of your business? Reference: http://www.hooversbiz.com/2009/04/28/the-community-of-discourse-is- the-market/
  13. 13. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #41: Companies make a religion of security, but this is largely a red herring. Most are protecting less against competitors than against their own markets and workforce. If you ask me what is hould be more concered about I would say that having no market or even workdforce is devastating then loosing to my competitors. Because with no market and wordforce it is also as good as saying I have no business. I always keep in mind that my markets are my source of income and not my competitors. They only provide me the obstacle and challenge that I need to do extra efforts to stay in the competition. It is just like a race, without a sponsor or with out a crowd, or with out joining an evet, you do not have a workforce and you do not have a marktet. Because the event the corwd and the sponsor in your source of fame joining the race they provide you the trophy that when you win the race. As plain as simple your opponents in the race are you competitors, without them you could just go easy on the race, it s just likeing a walk in the park for you. so in the business world attracting and getting the attention of my markets are more important to me then compiting. Without my market and my workfoce how in the world can I compete with my competitors if they have their own market and their own workforce. Someitme your markets in business are also the markets of your competitors. This is the exciting part because both of you and your competitor will have to win that market. Integrative Questions: 1. What is a competitor? 2. What is the difference between a competitor and a market? 3. What is the difference between a competitor and workforce? 4. Is business like a race? 5. Is business like courting someone? Reference: http://keithmcarthur.ca/2009/04/28/my-cluetrainplus10-post-thesis-3/
  14. 14. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #42: As with networked markets, people are also talking to each other directly inside the company—and not just about rules and regulations, boardroom directives, bottom lines. I really cannot seee thedifference between knowledge and information, but knowledge without understading in just information, there might be a truth behind these because the meaning of knowledge as form what I know is that knowledge is the understading of information, and if you look at it up in the dictionary the definition of knowledge” acquaintance with facts, truths, or principles, as from study or investigation”. Information from what I have hard are also considered as facts, and if understanding without any knowledge about the informatiion it just is not knowledge because you have not aquired real facts that will support your understading, but if you are able to stadn up to it and defend it form my oopinion that is knowledge right there. Telling stories about what we know is another way of conveying that you truly understand what you know. Here is where conversation, the real type of coversation begins where you are comfortable in telling stories about something that you know and at the same time the person or persons that are lisening to you are also gathering the information they have gathered from you and if any of them ties to dictate to you their own story you also listen to them and learn new things form them which you never knew your self. This tranfersing of information and knowledge to each other the right way, the real way that it should be done laughter, jokes, and other elements of making the conversation worth while to when somebody is telling it to you. Integrative Questions: 1. When was the last time you had a real conversation? 2. What is the difference between a casual and formal coversation? 3. How do you know when it is just a casual conversation? 4. How do you know when it is a formal conversation? 5. Where are you more comfortable at speaking? Reference: http://www.gurteen.com/gurteen/gurteen.nsf/id/X0001EA1A/
  15. 15. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #43: Such conversations are taking place today on corporate intranets. But nly when the conditions are right. When people are in the mood to talk and to listen to what your saying is also considered important in making conversation in the intranet. We like to talk to other human beings, but if we are not in the mood in talking to them then easily other huamna beings can already tell if we are not intrested in talking to them. Whether it is over the internet or a more obvioustype is having a face to face conversation where you can not really hide your face expression. Where every word you say and every movement you make, the way you look at the person in the eyes tells it all if you are intrested in talking to that person or not. But over the internet is quite a little hard to figure out whether that perosn in intrested in talking to you or not. But sometime it is way easier over the internet the reason is if that person is not really intrested in talking to you the person will deliberately not talk to you he or she will deliberately not make any comments, you will notice it right away especially if you know that person is online, you really know he or she is there talking to other people and not talking to you, then there you go that person is definitely not intrested in talking to you. The more of a irritating fct is when you are waiting for the person to respond to you that is when he or she is really starting to annoy you. Integrative Questions: 1. Have you ever tried talking online to someone? 2. Have you ever tried waiting for someone to responed to your message and he or she never responded? 3. What is corporate intranet? 4. What are the moods of peopole when it comes to conversations? 5. How can you tell it that person is intrested in talking to you? Reference: http://www.mathewingram.com/work/2009/04/28/cluetrain-human- speech-human-concerns/
  16. 16. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #44: Companies typically install intranets top-down to distribute HR policies and other corporate information that workers are doing their best to ignore. Installing intranets are not only for the use of coversations over each other to reach other people but it also use for security and for a more interactive communication within the company that will not only allow ease and conviniency of conversation but also will allow a better understanding of what real coversation is all about, a more secure conversation. The fact that workers are just doing everything they know to ignore other corporate information is already a sign that they need freedom. People do not really care about having a secure conversations once everyone is having their normal human conversation. The reason for this is people do not really care if they say something wrong, or something that might ruine their reputation they can just learn form those mistakes that they made, and together with the rest of the employees they will have a more trusting environment around each other. This a better and more effective way of doing business trusting each other. Having an intranet in your company, is just like having a pet at your own home but the pet is inside a cage and can not freely move around exploring the world outside his or her cage. The intranet is much like the same employees are trapped conversations are being recorded, but we can not blame the company who is installing intranet for their own safety. They are just protecting the name of their company. Trust is a very hard to earn issue today. Especially when anything can happen anywhere at any time. Integrative Questions: 1. What is intranet? 2. What is the difference between intranet and internet? 3. Is havng an itranet the same as being trap in a cage? 4. What is true freedom in the business world? 5. What is an example of HR policy being used in the intranet? Reference: http://www.alexmanchester.com/alexmanchester/2008/08/intranets- cant.html
  17. 17. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #45: Intranets naturally tend to route around boredom. The best are built bottom-up by engaged individuals cooperating to construct something far more valuable: an intranetworked corporate conversation. Boredom is always what comes into the mids of individuals when they hear the word intranet. It might sound cool at first, and it might even look really amazing when it is your first time to use it. Security is everywhere actually if you begin to get a little hang of it. People will begin to think that everything they do is not being watched. But actually, it is and the more you think about it your not only watched but you are also blocked to go anywhere. Unless your really good ith computers, the you can hack into alsmost anything, or even just being good at hacking and you can create your own freedom it would be an amazing thing to earn. It is like having the key to a locked room where you can not go out of the room if you do not have the key. But once you aqure the key you are now free form the room and can now go anywhere outside the house. But there are still restrictions, there are some places that you can not still go too. But once you get around you easily find the key to other places and unlock some of the “secret” rooms in the house which you are technically restricted to enter. And this is what a hacke is somehow good at, but there also different hackers who do really do thesse things, they are the good hackers they do not disober the ten commandments of the computer. Integrative Questions: 1. What is a hacker? 2. What is the difference between a good hacker and a bad hacker? 3. What is internetworked corporate conversations? 4. Is intranet boredom for you? 5. What is the first thing that comes into your mind once you hear the word intranet? Reference: http://www.alexmanchester.com/alexmanchester/2008/08/intranets- cant.html

×