It was first posted to the web in as a set of ninety-five theses, and was published as a book in with the theses extended by seven essays. The work examines the impact of the Internet on marketing , claiming that conventional marketing techniques are rendered obsolete by the online "conversations" that consumers have and that companies need to join. A revised and extended version of the text appeared as a book under the title The Cluetrain Manifesto: The End of Business as Usual in In its central thesis that "markets are conversations", the work asserts that the Internet is unlike conventional media used in mass marketing as it enables conversations amongst consumers and between consumers and companies, which are claimed to transform traditional business practices. Technologies listed in the printed publication as conduits of such conversations include email, news groups, mailing lists, chat, and web pages.
|Genre:||Health and Food|
|Published (Last):||24 July 2004|
|PDF File Size:||16.3 Mb|
|ePub File Size:||5.66 Mb|
|Price:||Free* [*Free Regsitration Required]|
A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter, These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked. Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal.
Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do. But learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about "listening to customers. While many such people already work for companies today, most companies ignore their ability to deliver genuine knowledge, opting instead to crank out sterile happytalk that insults the intelligence of markets literally too smart to buy it.
However, employees are getting hyperlinked even as markets are. Companies need to listen carefully to both. Mostly, they need to get out of the way so intranetworked employees can converse directly with internetworked markets. Corporate firewalls have kept smart employees in and smart markets out. It's going to cause real pain to tear those walls down. But the result will be a new kind of conversation. And it will be the most exciting conversation business has ever engaged in.
However, world rights granted for non-commercial use on condition that this page remains intact. Rip it, steal it, web it, mail it, post it. This message wants to MOVE!
The Cluetrain Manifesto cluetrain. New stuff! Well, new since Below is the site as it existed then. Read the entire original book online for free. Raymond Open Source Initiative and many more La ente se reconoce como tal por el sonido de esta voz. Menschen erkennen einander am Klang ihrer Stimme. Le persone si riconoscono tra loro come tali dal suono di questa voce. Mensen herkennen elkaar als zodanig aan de klank van hun stem.
As pessoas se reconhecem como tal pelo som desta voz. Mennesker gjenkjenner hverandre som mennesker ved lyden av en slik stemme. Ljudi, kak pravilo, uznajut drug druga po golosu. People of earth Online Markets Networked markets are beginning to self-organize faster than the companies that have traditionally served them.
Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations. People of Earth The sky is open to the stars. Clouds roll over us night and day. Oceans rise and fall. Whatever you may have heard, this is our world, our place to be. Whatever you've been told, our flags fly free. Our heart goes on forever.
People of Earth, remember. Markets consist of human beings, not demographic sectors. Conversations among human beings sound human. They are conducted in a human voice. Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived. People recognize each other as such from the sound of this voice.
The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. Hyperlinks subvert hierarchy. In both inter networked markets and among intra networked employees, people are speaking to each other in a powerful new way. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.
As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally. People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products. There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.
What's happening to markets is also happening among employees. A metaphysical construct called "The Company" is the only thing standing between the two.
Corporations do not speak in the same voice as these new networked conversations. To their intended online audiences, companies sound hollow, flat, literally inhuman. Already, companies that speak in the language of the pitch, the dog-and-pony show, are no longer speaking to anyone. Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves. 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.
Companies can now communicate with their markets directly. If they blow it, it could be their last chance. Companies need to realize their markets are often laughing. At them. Companies need to lighten up and take themselves less seriously. They need to get a sense of humor. Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view. Companies attempting to "position" themselves need to take a position.
Optimally, it should relate to something their market actually cares about. Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships. Public Relations does not relate to the public. Companies are deeply afraid of their markets. By speaking in language that is distant, uninviting, arrogant, they build walls to keep markets at bay. Most marketing programs are based on the fear that the market might see what's really going on inside the company.
Elvis said it best: "We can't go on together with suspicious minds. Because they are networked, smart markets are able to renegotiate relationships with blinding speed. 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? Learning to speak with a human voice is not a parlor trick.
It can't be "picked up" at some tony conference. To speak with a human voice, companies must share the concerns of their communities. But first, they must belong to a community. Companies must ask themselves where their corporate cultures end. If their cultures end before the community begins, they will have no market. Human communities are based on discourse — on human speech about human concerns.
The community of discourse is the market. Companies that do not belong to a community of discourse will die.
People of earth...
Das Cluetrain Manifest.