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Cluetrain Manifesto - Dirty Dozen

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Cluetrain Manifesto - Dirty Dozen

  1. 1. MKT 5000CLUETRAINMANIFESTO“Markets are Conversations”
  2. 2. “The web is more a social creation than atechnical one. I designed it for a socialeffect — to help people work together —and not as a technical toy. The ultimategoal of the Web is to support and improveour weblike existence in the world. Weclump into families, associations, andcompanies. We develop trust across themiles and distrust around the corner.Sir Tim Berners Lee - Weaving The Web: The Original Design andUltimate Destiny of the World Wide Web
  3. 3. MARKETS ARECONVERSATIONSThesis #1
  4. 4. THERE ARE NO SECRETS. THENETWORKED MARKET KNOWSMORE THAN COMPANIES DOABOUT THEIR OWNPRODUCTS. AND WHETHERTHE NEWS IS GOOD OR BAD,THEY TELL EVERYONE.Thesis #12
  5. 5. GETTING A SENSE OF HUMORDOES NOT MEAN PUTTINGSOME JOKES ON THECORPORATE WEB SITE.RATHER, IT REQUIRES BIGVALUES, A LITTLE HUMILITY,STRAIGHT TALK, AND AGENUINE POINT OF VIEW.Thesis #22
  6. 6. MOST MARKETINGPROGRAMS ARE BASEDON THE FEAR THATTHE MARKET MIGHTSEE WHATS REALLYGOING ON INSIDE THECOMPANY.Thesis #28
  7. 7. LEARNING TO SPEAKWITH A HUMAN VOICEIS NOT A PARLORTRICK. IT CANT BE"PICKED UP" AT SOMETONY CONFERENCE.Thesis #33
  8. 8. INTRANETS NATURALLY TENDTO ROUTE AROUNDBOREDOM. THE BEST AREBUILT BOTTOM-UP BYENGAGED INDIVIDUALSCOOPERATING TOCONSTRUCT SOMETHING FARMORE VALUABLE: ANINTRANETWORKEDCORPORATE CONVERSATION.Thesis #45
  9. 9. MARKETS DO NOT WANT TOTALK TO FLACKS ANDHUCKSTERS. THEY WANT TOPARTICIPATE IN THECONVERSATIONS GOING ONBEHIND THE CORPORATEFIREWALL.Thesis #62
  10. 10. WEVE GOT SOME IDEASFOR YOU TOO: SOME NEWTOOLS WE NEED, SOMEBETTER SERVICE. STUFFWED BE WILLING TO PAYFOR. GOT A MINUTE?Thesis #76
  11. 11. HAVE YOU NOTICEDTHAT, IN ITSELF,MONEY IS KIND OF ONE-DIMENSIONAL ANDBORING? WHAT ELSECAN WE TALK ABOUT?Thesis #81
  12. 12. WE KNOW SOME PEOPLEFROM YOUR COMPANY.THEYRE PRETTY COOLONLINE. DO YOU HAVE ANYMORE LIKE THAT YOUREHIDING? CAN THEY COMEOUT AND PLAY?Thesis #84
  13. 13. WE HAVE BETTER THINGS TODO THAN WORRY ABOUTWHETHER YOULL CHANGE INTIME TO GET OUR BUSINESS.BUSINESS IS ONLY A PART OFOUR LIVES. IT SEEMS TO BEALL OF YOURS. THINK ABOUTIT: WHO NEEDS WHOM?Thesis #88

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