The Cluetrain Manifesto 16 30 Chapters


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The Cluetrain Manifesto 16 30 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 #16: Already, companies that speak in the language of the pitch, the dog- and-pony show, are no longer speaking to anyone. If your company is still that lonely and boring kind of tone when speaking to your customers, I think it is about time that you should change your way of approaching your customers if still want to survive and earn even more respect around your own customers. Have you ever tested a lie detector if it really works? Well for my opinion you do not need a lie detector to tell if someone is lying to you, who cares if that person is lying to you, not unless you fell for the bait. For me when I know someone has lied then it’s their call, it is just another lesson learned for me. But if the same lie hit me again then this one is called stupidity for not learning the lesson during the first time around. Well if you want to voice out your pitching language, then go to where millions of people are around and can hear you clearly, and I am sure that at least one would buy your pitch, but my suggestions is never pitch it is just a waste of time and effort on you part. Be your self, honesty is more important than pitching at someone, who care if that person does not believe you when you are already being honest towards him or her, the hard part is where you were not totally honest to that person and at the same time that person did believe your talk. It is you conscience who is going to get you in the end. Integrative Questions: 1. What is pitching? 2. Why do people pitch? 3. Is pitching effective? 4. Do you pitch talk in business? 5. What kind of language are you speaking? Reference: already-companies-that-speak-in-the-language-of-the-pitch-the-dog-and-pony-show- are-no-longer-speaking-to-anyone/
  4. 4. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #17: Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves. When I was young I was taught that never to assume, and along the way I also learned the saying in tagalog “marami namamatay sa maling akala” (many people die, with the wrong assumptions). It is only up to you is you want to believe in that saying. I will not go against anyone who will oppose this, I am not even sure if I really do believe this. But if your assuming then you are also expecting in return form someone or something, and if what you are expecting does not go the way you want it to go or the way you have planned it, then sure enough you will get disappointed. The same thing holds true in business, the only difference is you will not get disappointed but you will loose if you keep on expecting from someone or form your customer. Just enjoy life, enjoy what you are doing. If there is a problem think of it as a challenge. Nothing beats positive thinking. It might be hard, easier said than done, but it is better than nothing. In the world of online market never assume that they are the same markets directly form other markets. Because once you have said something online, billions and not millions of people will view it listen to it and comment about it. If their reactions or responses were positive then you are one lucky person, but if their responses were negative then you better fix it right away because once it has gone to different networks it is really hard getting it back. Integrative Questions: 1. What is online market? 2. What is offline market? 3. Is there a difference between the two? 4. Is online market more popular? 5. Is online market more effective? Reference:
  5. 5. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #18: Companies that don’t realize their markets are now networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity. The best way to sell you market is online this where opportunities never end. This billions of people all over the world are up and online ready go do anything and go anywhere in the web. You may not realize when you are talking to someone online, their might a third party listening to both of you conversations. So if they just catch you lying is worst than humiliation that you will receive you whole reputation will be shattered very easily and very fast. Their might be some companies that do not yet realize that their product are already online, and being sold by millions of other online markets, and these markets are getting better and result than those “offline” companies from their products. Online markets are selling their products cheaper and it is better advertise to billions of people all over the world and not just in a single state or city. The main reason why online markets are selling the product of the real owner of the product of that company cheaper is because they more confident that they are attracting more customers, and they have more customers online. The other reason is because they have no maintenance to maintain, a good example is if you are selling food which will expire easily and only last for a day, this very hard to maintain because if you have excess of the food and it was not all consumed for that day it will be a waste of money on your part. Integrative Questions: 1. Where is real opportunity obtained? 2. Have you ever tired selling online? 3. Have you ever tried buying online? 4. Have you ever tried selling online? 5. Is selling online more effective? Reference:
  6. 6. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #19: Companies can now communicate with their markets directly. If they blow it, it could be their last chance. The endless talk and communication to one another and to any one or every one everyday, at any time is very possible in today’s world. If you have internet at your hands you can talk to anywhere any part of the world, if it is even more possible communication outside our own planet might be possible, but who in the world would you talk to outside the planet? There is still no hard evidence of anyone existing outside our world. But that was just an exaggeration on how possible communication is already. The privacy one person at his own home can even be viewed by some one just using a computer, who is very good the programming the computer. The most famous software of conversation is yahoo messenger and skype, skype was just recently famous for it capability to chat online, and at the same time to call anyone abroad for free! If you have a web cam with you and installed in your computer, the possibility of seeing them while chatting to them online has been just unlocked! But of course there is still a very huge difference when you are really their in front of the person you are talking to. The ambiance of being close not virtually online to someone is a very irreplaceable experience. Being just far away from someone just makes living easier with the capabilities of computers today. Even hand held devices right now are like computers already. Having convenience with technology at your hands. Integrative Questions: 1. Do you have a YM account? 2. Do you have a Skype account? 3. Do you know what a YM is? 4. Do you know what a Skype is? 5. What is their difference? Reference:
  7. 7. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #20: Companies need to realize their markets are often laughing. At them. For me the best way to live your life is make up for your own mistakes, I mean do not try to hide them instead face them head on. Learn from them, and just humble your self to life itself. We are all humans and we each have our own weaknesses. No one is perfect, and if you want to live in a perfect world then I guess it is time that you realize that you are only human, that it is impossible to live in a perfect world. When you are being ridiculed at and being laughed at by someone, you can not just send out your lawyer and point to him or her who ever laughed at you. you have to deal with it. There is always a choice that can be made in life, we all make choice and those choices we make affect us all. But as a company that you being laughed at, is guess it is a sign that you should try to fix your image, and get back at you customers again, to gain their respect again. Besides, once you get you customers attention, then it is safe to say that you are back in business. The hard part is having a regular customer, for you to rely on to always keep on coming back to you. but again it is never safe to rely on someone you barely knew. If you befriend your customer it is a very huge advantage for you, and the only disadvantage on your part is that they will expect from you to give them “special discounts”. Integrative Questions: 1. Have you ever been laughed at by someone? 2. How do you react when someone laughs at you? 3. Have you ever tried laughing at someone? 4. What are the reasons why you laugh at someone? 5. Do you laugh for the right reason? Reference: companies-need-to-realize-their-markets-are-often-laughing-at-them/
  8. 8. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #21: Companies need to listen up and take themselves less seriously. They need to get a sense of humour. The title itself holds true being serious always is not a very healthy way of living your life. You will be full of stress by the time you know it. You have an equal balance on your life. Enjoy the other things in life, do not always take things seriously, the important part is enjoy what you are doing, laugh at your mistakes, but do not let them go as if you have not learned anything form them. Some of us might not know the humour o laughter is sometime the best cure there is. I myself was reminded by that by my friends, I always take life very serious I don’t have time for jokes and good old franks. It better to set things easy and take things slow. One of my problems why I do not enjoy life is because I always focus on the problem itself. In stead on dwelling to much on the problem look on the other side, look at the various selections of solutions that are available, and choose the best and most appropriate solution for your problem. Relax, and just take it slow, there is always tomorrow to find a solution, do not be down and be too much affected on your problem because they will never go away, they will always keep on coming back the more you fight them off. Listen to your clients and your customers; sometimes listening is better than doing al the talk. Learn to let go and trust others. Integrative Questions: 1. What is humour? 2. Is laughter the cure for stress? 3. Do you always take things seriously? 4. Do you often laugh? 5. How do you balance your life? Reference:
  9. 9. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #22: Getting a sense of humour does not mean putting some joke on the corporate web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view. Have you ever tried talking to someone and trying really hard to make them laugh? Well I have, and believe me that putting on humour really requires a genuine point of view. Because sometimes I try so hard that do not anymore make sense on what I am trying to imply. Back to business, there is really a huge difference when your are saying that you are loyal to that brand, and when you are having a relationship. Building products to rely on the habit of your customers, you are not making any sense because you are the one who is putting you self in the shoes of your customers. You work the other way around, and put them into your shoes, make them follow, not the other way around. Trying to resist some of the habit will just irritate your customers, they will right away know what you planning; if in fact you are really trying to hide it form them. Because this is where network markets come in and tell every story you want to hear. They are like the new papers of everyday, they spread gossips and news world wide. Interacting to each other like humans and going with the flow of the people is a better strategy ad alternative then trying to change their own ways to follow you way. More of like being a surfer you just going with the waves, and if you try to battle the waves are the one who is going to loose. Integrative Questions: 1. Have you ever tried surfing? 2. What is genuine point of view? 3. What is straight talk? 4. What is a form of habit that you have? 5. What are big values? Reference:
  10. 10. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #23: Companies attempting to “position” themselves need to take a position. Optimally, it should relate to something their market actually cares about. Positioning your company on something no one cares about but only yourself, good luck if you can survive your business for a very long time. But if do the other way around like positioning your self where your market actually cares about you and your whole company is a really good start for your company, many will adore your and many will love you and your company. If anyone who will be reading this reaction of mine and does not agree with me, I would not say sorry but please just keep it to your self, thanks. If this is wrong that you should position your self where your market actually cares, positioning your self setting a strong set of values is the way to go. But if your market does not like the position of your company, then pick other markets who might like your position, make a survey or try to conduct a study on how people behave, and where you can find the kinds of market that will like and want your position. Patience is a virtue my friend, and that holds true for even in the business world, while some might rush things, take your time to develop a better strategy. But be noted, that I am not saying you should not start your business right away, start it right now just make sure that you will be prepared to take in what ever comes your way, all the possible risks that you might encounter in your business. Integrative Questions: 1. How do you position your company? 2. Are positioning your company on the odds of your markets? 3. Are you lying to yourself? 4. Is the position of your company a fake one? 5. Has anyone ever told you that you are not meant for business? Reference:
  11. 11. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #24: Bombastic boasts---“we are positioned to become the pre-eminent provider of XYZ”---do not constitute a position. Having a mission statement for your company should be the least of your worries because if you do not have ay mission statement for your company then you can not boast the position of your company. Planning to where you should get the decisions for your business is better rather saying to how you plan your decision. No one cares about how you plan it, but the execution of your plan is what everyone cares about. Sacrificing your self for the good of everyone sound really being a martyr type of person, but that should give everyone a clue that you are really sacrificing your self for the good of everyone, especially for your company. Try to position your company for a set of core values, and make sure theses set of core values put your market and your employees first. Also make sure these core values answer the question who and what are your positions, and how will the members of you own company should act or will act. While being boastful sounds dominant, but also be sure that you do not over do it. You should be considerate enough to think of others before your self, but to let people step over you. Remember you are the owner of the company, and your own it. Stick to your mission statement and remain loyal to it. Be the boss, show dominancy, people will admire you more if you are your self and at the same time your showing true leadership. Integrative Questions: 1. What is the meaning of being the pre-eminent provider of XYZ? 2. What is XYZ? 3. Do you have your own mission statement? 4. Do you have a set of core values? 5. Do you follow your own core values? Reference:
  12. 12. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #25: Companies need to come down form their Ivory Towers and talk to the people with whom they hope to create relationships. Showing the people your true identity is the best way to earn their respect and have a good and genuine relationship with them. Go down to their level, be more practical and show the real you, talk naturally be your self. Do not boast anything that might make them think your better than them, or you are more dominant than they are. Your target market would sure want to see and talk with the real owners of the company, the one’s who are in charge of particularly everything. If they see you come down to their level and you respect them, they will even like you more. Also make sure that it is not only you who coming down to their level make sure your other employees are also freely allowed to do so. With this you will open them to a new world where fear would not necessarily exist. They will even open your eyes and make you see the amazing wonders and things that they can do, things you have never imagined of them doing. Limitless boundaries will be open. People to not trust marketing that much as much as they trust their peers, so in order to gain some trust form your markets as a company is to be the casual you, be your self, talk like you have nothing to loose. In fact if you try to talk like what you company does the gloomy, boring and straight script talks you will find your customers one by one going away from you. Integrative Questions: 1. Do you have your own Ivory Tower? 2. Did you ever try down from your Ivory Tower? 3. How does if feel Going down from your Ivory Tower? 4. Is Ivory Tower and comfort zone the same? 5. Are you more dominant when you talk to your clients? Reference:
  13. 13. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #26: Public Relations does not relate to the public. Companies are deeply afraid of their markets. The companies should also take time to read the negative reviews about them, this where they can learn form their customers and rebuild their products and achieve more positive reviews from their clients or customers. They should not only read the positive reviews they have from their customers because they would not get anything form, but a more boastful attitude towards their customers. Believe me this is not how it should be, you should not be the boastful one. As a business owner you should go online and go to the yelp and read the reviews people have on different business. This is a good start where you can get facts about how people think on this sort of business, and this a good place to start reading if you want to start your own business. The reason is because you can learn plenty of things and real fact online by the reviews people will make in the yelp community, consider the fact the this site was build for reviews people have to say about different businesses. Instead of think negative thoughts about the things you might read or encounter when people say bad things about you and your company, try to get a positive attitude and work those negative of their and turn them into a positive review the next time around. It is a more of trail and error effort on your part, but it is better than no trying at all, and just mooning on those negative thoughts of people and not doing anything about it. Integrative Questions: 1. What are Public Relations? 2. What are your greatest fears? 3. What are you afraid of as the owner of the company? 4. Do you read reviews? 5. What kind of reviews do you read more? The positive or the negative ones? Reference:
  14. 14. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #27: By speaking in language that is distant, uninviting, arrogant, they build walls to keep markets at bay. If you do not know how to speak in a language of honesty, integrity, and with a little humour, then go to the Public Relations department. This is where you learn how to speak in a more on how to communicate well in business. I have heard plenty of tyrant leaders ruling their empire but they were never liked by their people. This is not how you should rule. Because there are many and still many things out there that you have not yet discovered, for example the potential of different people; we are all different and we can not rule the world alone. We all have different gifts and talents, and there are still many, that yet still have to be discovered. We are afraid to speak out loud and stand on our own ground when we are being mocked at. We know we are capable of doing so we should not be afraid. Building walls that keep you market at bay, is not the way to do it. If people are afraid or irritated at you, in the end you will be the one who will loose to them. Always watch your tone when speaking. Carefully think before you speak because what you have let out can never be erased or be forgotten by some, and that is life, there are no rewinds whether we want to or not. Speak in an entertaining tone, be inviting to your guest and customers. Treat people the way you would want them to treat you. Integrative Questions: 1. How do you speak? 2. Do you think before you speak? 3. Are a tyrant ruler? If so, change who you are. 4. When you speak how is your tone of language towards people? 5. What type of person are you? Reference:
  15. 15. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #28: Most marketing programs are based on the fear that the market might see what’s really going on inside the company. Thanks to the internet and the web, people are now being more careful on the way they act and the way they speak to each other. This really amazing even though the web has amazing power of communication, technology also has its own way of teaching us to be more careful. If you look at it, the internet and the web was never built that way for the intentions of us being more, it was to allow us to communicate anywhere at any place and at any time of the day. But since almost anything can be done online, people are right known starting to be more careful on how they act and on what they say, it is just really amazing. The worst part is everybody thinks that they know what everyone else is up to. Take is easy my friend, because there so many websites right know in the web that it is potentially impossible for everyone to know what site to go to. If you try to Google something you find many suggestions will be offered to you. since anything is possible, their might be ways to find out how many site there are in the web, but you have to program the computer the way you want it to do. There are only few people in the world who are really good hackers and doing these stuffs. There are even possibilities that these people do not know every site and there are some people who are just new at using browsers that already been to sites the some people who had been using the computer for a long time and have not yet been to that site. Integrative Questions: 1. Do you see what is really going inside your company? 2. Do you think you know every there is to know about your company? 3. Are you always or everyday using the web? 4. Do you think your customers know more about your company then you do? 5. How much do you know about your company? Reference:
  16. 16. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #29: Elvis said it best: “We can’t go on together with suspicious minds” If there is doubt on one another what is the sense in trying to talk to each other if all of you or the both of you know that you can not trust each other? I’m not really a fan of Elvis, but if you try to listen to his music title Suspicious Minds you can also relate to a company and customer relationship. Is it that one of you is lying to the other one or the other way around, you will not get any sustainable relationship towards each other. Whether we like or not the only way to achieve good relationship is to be honest to each other, and if you are afraid that honesty will tell the worst, take a time and pause for a moment and think about what will be more worst, being honest and telling it straight to the person or lying to the person and having him or her find it out the hard way. Because I really believe that doing the right thing, and you will be rewarded in the end, good always triumphs over evil. Trust is really hard to earn once is as been broken, trying to break to trust of someone is not always fun, we might think that we could get it back by being honest again. But thinking of it and saying it is easier said than done, doing something requires effort and time on your part. So the best policy is to be honest to your self and to others. Integrative Questions: 1. Are you having doubt on other people? 2. Do you have trust issues? 3. Have you heard the song of Suspicious Minds by Elvis? 4. Are you a fan of Elvis? 5. Are you a good liar? Reference: elvis-said-it-best-we-cant-go-on-together-with-suspicious-minds/
  17. 17. THE CLUETRAIN MANIFESTO The Cluetrain Manifesto Theses #30: Brand Loyalty is the corporate version of going steady, but the break up is inevitable—and coming fast. Because they are networked, smart markets are able to renegotiate relationships with blinding speed. Some people trust other people more than the company itself. There also other people who do not care about the brand itself if they can get it fixed or something fixed at a cheaper price. Like for example, here in the Philippines we Filipinos (please do not consider this being racist, this just an example. No offence meant to other citizenships) are always fond of finding the cheapest ways to buy thing or get things done. There is always a way forgotten about the brand loyalty and stuff once can find another way to get things done. it is like we have developed the habit of doing it our own way, and to find the cheapest way out, even though it is not the best way, but it is definitely the easiest and cheapest. Companies having trouble with having a relationship with their customers should consider the fact that networked people are smarter and faster, so if you can not beat them join them. This is a better way to recognize the potential of these people; you might be able to recruit them. Forget about from where they are, what their nationality is or their belief are. They are still the same people as you are and you are not better than them. Going steadier to the direct and correct flow where others are also going is a more of going the right way or the right path. Stop trying to change other people, instead go their own way by your self. Integrative Questions: 1. What is your habit? 2. What is brand loyalty? 3. Do you have your own brand loyalty? 4. Are you loyal to a particular brand? Why? 5. Are you a networked market? Reference: