the cluetrain manifesto

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the cluetrain manifesto

The end of business as usual

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-and getting smarter faster than most companies.
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." They will only sound human when they empower real human beings to speak on their behalf."
If you are intrigued, you can read more about it on the cluetrain website www.cluetrain.com
If you agree, you can sign the cluetrain manifesto to show your support
The Ringleaders (Rick Levine, Christopher Locke, Doc Searls, David Weinberger) say:
The cluetrain manifesto is our attempt at articulating a set of principles and dynamics we believe will determine the future experience of both individuals and institutions online. We're lobbing some bombs here. But we're also optimistic. We hope not too much so.
Let us know what you think here on the Homeworking Forum. (Only registered Forum members can post so sign up here. The discussion is in the Media/News section of the Forum.)
Get the book from Amazon or read a chapter online.

if you only have time for one clue this year, this is the one to get...

we are not seats or eyeballs or end users or consumers.
we are human beings - and our reach exceeds your grasp.
deal with it.

the cluetrain manifesto

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.

See the full cluetrain manifesto

[Please note that with all items on the Soapbox the views expressed are those of the writer and not necessarily of Homeworking.com]

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