Cluetrain Final

8/14/2019 Cluetrain Final

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he End ofusiness asUsual


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What The Cluetrain Manifesto is not

A feel-good book A how-to book

Boring


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, ,T h e id e a th a t b u sin e ss a t b o tto m is

.fu n d a m e n ta lly h u m a n

-T h a t e n g in e e rin g re m a in s se co n d ra te

.w ith o u t a e sth e tics

,T h a t n a tu ra l h u m a n co n ve rsa tio n is th e

.tru e la n g u a g e o f com m e rce

T h a t co rp o ra tio n s w o rk b e st w h e n th ep e o p le o n th e in sid e h a v e th e fu lle st

co n ta ct p o ssib le w ith th e p e o p le o n th e

.o u tsid e


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It shows us how to grasp the humanside of

business and technology, and beinghuman, try

as we might, is the only fate from whichwe can

never escape.


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The Internet

A place in which all participants areaudience to each other

Free rein

A freedom never before imagined New perspectives, new tools, and a

new kind of intellectual braverymore comfortable with risk than with

regulation


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This convergence of the markeconversation with the

conversation of the corporate workforcepromises a

vibrant renewal in which commercebecomes far

more naturally integrated into the life ofindividuals

and communities.


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Burn down Business-As-Usual From ancient markets to global

networks

From economies of scale to economiesof scope

The end of command-and-controlmanagement


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Internet Apocalypso(Christopher Locke)


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Internet Apocalypso

Life is too short because we die.

The longing for something entirelydifferent from the reality reinforced

by everyday experience. A place where people could talk to

other people without constraintwithout filters or censorship or

official sanction and perhaps mostsignificantly, without advertising.


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Trying to keep things in the old familiarbusiness-

as-usual rut denies the ability of

markets torespond to and interact with companies

directly and this is what the Internet has

brought to

the party.


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W H Y H A S TH E IN TE R N E T G R O W N S O R A PID LY?

W H Y D ID IT C ATC H S O M A N Y B U S IN E S S E S O FFG U A R D ?


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The audience is listening because peopleare

attracted to precisely the difference the Net

provides:the sound of human beings talking with one

another

as human beings the sound of a millionconversations whose primary purpose, for

once, isnot to sell us something.


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To play in the Internet headspace as wellas anyone

You have to let your people play for you,since

theres really nobody else at home. Youhave to play,

not something more serious and goal-oriented and

related to the previous, you have to haveat least

some tenuous notion of what "headspace"

might


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The longing(weinberger)


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How to Hate Your Job

Our longing for the Web is rooted inthe deep resentment we feel towardsbeing managed

However much we long for the Webindicates how much we hate our job

Our Voice

Voice expresses what we think andfeel

Our voice is our strongest, most directexpression of who we are

Managed businesses have taken our


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The LongingThere are many ways to look at whats

drawing us to the Web:

access to informationconnection to other people

entrance to communities

the ability to broadcast ideas

The Web is viral. It infects everything ittouches.

The Web has become the new

corporate infrastructure.


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Talk is cheap(Levine)


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Talk Is Cheap

The voice emerges literally from thebody as a representation of our innerworld

Voice comes of focus, attention,caring, connection, and honesty ofpurpose. It is not commerciallymotivated.

The human voice reaches directly intoour beings and touches our spirits.


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Wired Conversations

Conversations are moving faster,touching more people, and bridginggreater distances than were used to.

The various conversational modalitiesthe Net offers

E-mail

Mailing list

Newsgroups

Chat

websites


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Millions and Millions Served

Only those companies which allows itsemployees to tell their stories in abusiness context, without institutingdraconian controls on their ability tospeak out will survive.

We listen to individuals differently thanwe do to organizational speech.

A critical aspect of success with largenumbers of customers lies in listeningto them.


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Silence Is Fatal

"Customer loyalty" is not a commodity acompany owns.

Loyalty to a company is based on

respect.And that respect is based on how the

company has conducted itself inconversations with the market.

Engage people inside and outside yourorganization .

Start talking


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Markets are conversations(searls & weinberger)


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HIstory

FIRST THINGS LAST.

THE INDUSTRIAL INTERRUPTION.

THE SHIPPING PRACTICE.

THE AXE IN OUR HEADS. NETWORKED MARKETS.


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Communication for mutual existence

The communication between companies andmarkets are an important thing for both toco-exist equally.

Both should communicate with each other toprovide clear information and knowledgefor the benefit of the two of them.

It is a mutual benefit for the both of themthat is why they should communicate with

each other frequently.


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IMPORTANCE OF CUSTOMERS

The role of the customers for the companiesis something that should never bedisregarded.

Customer to customer transactions isbecoming much common nowadays.

eBay gave people the ability to sell and buygoods in the web without any help formarketers. The markets themselves are

becoming the marketers of the real worldthrou h this website.


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THE POWERFULL CUSTOMERS

They are the ones who determine the futureand current assessment of the companiesand their products and services.

They are the catalysts of whether thiscompany would stay longer or would dropto the ground right away.

If the company cannot cope up with thetrends of the customers, they would end updead in the ground.


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REACTION ON MARKETING

The way for companies to entice and attractcustomers is through advertisements andads.

But what the companies are failing to noticeis that customers nowadays are becomingless reliant to advertisements.

People are now basing their preferencesthrough the word of mouth.


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CLOSE RELATION REQUIRED

For companies to gain the trust andconfidence of the customers, they shouldbe the first one to introduce themselvesbefore the customers.

In other words, the companies should be theone to court the customers.

They should not be snobbish, cloistered, orcliquish to the companies that want to getto know them.


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In short

Talking to customers would give knowledgeto the seller about customer preferences,comments, and suggestions.

The power of word of mouth can uplift themarketer to new heights.

Marketer reputation can be set to a new levelthrough conversations with markets.


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Market trust and respect will be gaugedaccording on how the marketer conversewith them.

The variety of the customers specificationsor preferences can give a huge advantagefor the sellers.

The knowledge obtained from the markets

through conversation can go a long way forthe marketer.


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Inside Fort Business

Fundamental image of business: Its in an imposing office building that

towers over the landscape.

Inside is everything we need. And thats good because the outside isdangerous.

The king rules. If we have a wise king,

we prosper.The king has a court. And Attendants. We each have our role, our place. And then we will have succeeded.


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Hyperlinks Subvert Hierarchy

The Web has invaded this Fort Minor,and HOW?

By connecting People in a world in which

people meet, talk, build, fight, love, andplay.

Fort Businesss assumptions are beingchallenged by a meek little thing:

a Hyperlink.


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Hyperlinks

Connections made by real individualsbased on what they care about andwhat they know, the paths that emerge

because thats where the feet arewalking.

Its messy, unsymmetrical, and

threatening the organization in theirfaces.


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Bottom-Up

The Web is undoubtedly a part of yourbusiness plans. Youve got it safelycontained, under control, managed.

Why, your organization has probablyalready installed a corporate intranetso it can publish the human resource

policies that no one read on paper topeople who now wont read them onscreen. Excellent! (UGH?!?)

Did I hear Revolution?


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The ultimate Democracy of the Web

Control? None. Nil. Zip. Nada.If someone wants to share some

information, they can turn their

computer into a Web server. Its free,and its getting easier every day.

The intranet revolution is bottom-up. And it gets the work done.


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The Character of the WebIts weird!

Hyperlinked: many small pieces looselyjoining themselves as they see fit.

Decentralized:No one is in charge of the

Net. Hyper time:The Web puts the control of

my time into my hands.

Open, direct access:To every piece ofinfo ever posted.

Rich data: Its pages. The web currency. Broken: So vast that it is imperfect. And it is

evolving.


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Telling Stories

We live in stories. We breathe stories.Most of our best conversations areabout stories. Stories are a big step

sidewise and up from information.

Stories are not like information. But they

are the way we understand. Its rich content with a human touch.


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Brokenness

Stories are a way to understand a worldthat can surprise us. But in FortBusiness, surprises are a sign of the

failure of management. Managementaims at predictability and it tries to getthere via control.

But its not just systems that are

imperfect. More important, so are wehumans.

Say it with me:

humans are imperfect. I am imperfect.


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All the Wrongness! Ah the Learning!

Go berserk generating Ideas. So what ifthey are wrong?! Isnt that the way welearn?

Being wrong is a lot funnier than beingright.

Its a good feeling. Its liberating. Itshow you find your voice.


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Blurry Boundaries

Fort Business makes an enormousinvestment in maintaining the integrityof the walls.

Webs, on the other hand, have blurryboundaries.


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The Economy of Voice

No ones asking you to decide if youwant to run your business using theWeb. Its a done deal. The Internet has

already set expectations for howconnections ought to work. The gulf isthere; a gulf caused, ironically, by the

abundance of connection. TheHyperlink.


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Ez answers(weinberger & Locke)


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Tell Em What You Told Em

How Speech & Craft lost each others phonenumbers?

Repeatable Process

Interchangeable Parts Interchangeable Workers & Consumers

Organizational Charts

Managemet by Command & Control

Mass Production, Mass Marketing, MassMedia

Huge Economies of Scale(Robber

Barons)


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Along came the irony

The global economy threw a monkey wrenchinto the

sweet deal that was mass production.Established

markets broke up into a zillion micromarkets,leading to

an explosion of new products and services:

now youcould get a car specifically designed for your

urban,sports, just divorced, hockey-fan lifestyle.Scenario: New knowled e was des eratel


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Solution: Lead, Follow, or Get Out of the Way

Ideas, talk, and conversation were

encouraged Empowerment" became the Watchword

Org charts were upended or tossed out

Qualitys Real Meaning: "We changed ourminds. Please dont check your brain at thedoor.


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How hell broke loose the internet

Explosive Proliferation of Choice Among NewInformation Sources

Open Distributed Speech - "tellin it like it is.

Markets & workers are once again craftingtheir own conversations, and theseconversations are also about craft

The engagement and passion-for-quality of

genuine craft. Conversations among recognizably human

voices.

Web is simply liberating an atavistic human

desire, the longing for connection through


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Corporate take on web?

Deep Resistance to the Unmanageability ofthe Web

Yet Another Opportunity" for more/Cheaper/

Faster/Better Business-as-UsualTo Tame it, Domesticate it, Make it more

Familiar

To Shoot it, Stuff it, and Mount it in the

Corporate Board Room along with the otherTrophies of Corporate Conquest

Wanting to contain it within a Business Model

Questions about the future of the Web


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Along came the irony again

We ask questions about the future of the Webbecause we think theres a presentdirection that can be traced into the future.

But in fact, the questions we ask arent goingto predict the future. They will create thefuture.

Questions are a type of conversation, it looks

a bit like conversations give the world itsshape


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Questions our heart Asks

When the buttons at our fingers let us talkwith the polyglot worlds artists, how willwe cope?

What will we share as a culture andcommunity?

How well reconnect to the other people inthe market?

What is the relation of our night selves andour day selves, our self behind thecompany walls and outside of them?

What are we going to do about pornographyon the Web?


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Our job now is not to answer questions. It is tolistenpast the questions based on fear and to hear

thequestions of the heart.

Why?

Because the proper answer to a heartfeltquestion is a

conversation, and conversations make theworld.


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Hit One Outta the Park

1.Relax

2.Have a sense ofhumor

3.Find your voice anduse it

4.Tell the truth

5.Dont panic

6.Enjoy yourself

7.Be brave

8.Be curious

9.Play more

10.Dream always11.Listen up

12.Rap on


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Reality check

There may not be twelve or five or twentythings you can do, but there are tenthousand. The trick is, you have to figureout what they are.

They have to be your words, your moves,your authentic voice.

Dont wait for someone to show you how.

Learn from your spontaneous mistakes.You want comfort? Invent your own.

Exhilaration and joy are also in order.

Fact: The tracks end at the edge of theun le.


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post Apocalypso(Christopher Locke)


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Revolution

Weapons Revolution Ignorance - Power Invisibility - Freedom

In its early phase, the Net ignored business;Internet audiences simply weren'tinterested. And the feeling was mutual.Business also ignored the Net for a long

time. This mutual ignorance served as theincubator for a global revolution that todaythreatens the foundations of business-as-usual.

You can get away with saying things you


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irony of ironies

Along comes the Internet.It was as if we'd ordered it from Amazon: "Hello, U.S. Federal Government? Yes,

we'd like one totally open, high-speed data backbone. Uh-huh, and charge that to the

Department of Defense, why don't you? What's that? What do we want it for? Oh, just chatting about stuff. You know,

this and that"


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grand plan on the Internet

There never was any grand plan on theInternet, and there isn't one today.

The Net is just the Net. But it has provided anextraordinarily efficient means of

communication to people so long ignored,so long invisible, that they're only nowfiguring out what to do with it.

Funny thing: Lawless, Plan less,

Management-free, they're figuring out whatto do with the Internet much faster thangovernment agencies, academicinstitutions, media conglomerates, andFortune-class cor orations.


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The ultimate weapon : Internet

Interest, curiosity, craft, and voice combineto create powerful self-organizingmarketplaces on the Web.

Though motivated by altogether differentprinciples than those driving business, thisis not as chaotic as it may sound, nor asinefficient.

"Follow the money" may still apply, but tofind the money in the first place, Followthe Conversation.


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Demonic Paradox

Although a system may cease to exist in thelegal sense

or as a structure of power, its values (or anti-values), its

philosophy, its teachings remain in us. Theyrule our

thinking, our conduct, our attitude to others.

The situation is a demonic paradox: we havetoppled the

system but we still carry its genes.


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Reemergence of the human story

Bye Bye "the job. Story that's been in remission for two

hundred years of industrial "progress.

And next time you wonder what you'reallowed to say at work, online, downtownat the public library, just say whatever thehell you feel like saying.


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Clue train destination

Imagine a world where everyone wasconstantly learning, a world where what youwondered was more interesting than whatyou knew, and curiosity counted for more

than certain knowledge. Imagine a worldwhere what you gave away was morevaluable than what you held back, where joywas not a dirty word, where play was not

forbidden after your eleventh birthday.Imagine a world in which the business ofbusiness was to imagine worlds people mightactually want to live in someday. Imagine a

world created by the people, for the people


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Humanity V2.0

We are waking up and linking to each other.We are watching. But we are not waiting.

HumanityV2.0 has become smart, intelligent

and connected. We are not interested incompanies that crank out- sterile, happysmooth talk, humorless, with the monotonemission statements and lifeless brochures.

We are fed up with your lip service. Wewant to talk to the person at the desk whounderstands our needs. He/she is our friendand is on our interstellar connected

network.


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THE MANIFESTO

People of Earth.. A powerful global conversation has began.

Through the internet, people are discoveringand inventing new ways to share relevant

knowledge with blinding speed. As a resultmarkets are getting smarter and gettingsmarter and faster then most companies

These markets are conversations. Theycommunicate in a language that is natural,open, honest, direct, funny and oftenshocking. Whether explaining or complaining,

joking or serious, the human voice is genuine


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he End ofusiness asUsual

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