After analyzing
The Cluetrain Manifesto, I was able to find 44 theses. All theses were clearly linked to each other and gave one general, or should I say
grand idea- the
market is in a different place than it was ten years ago, two years ago, even two weeks ago; and if companies aren't constantly and consistently in tune with today's markets and the millions of human voices that exists within these marketplaces, then they will miss out, drastically.
44 Theses1. Markets are conversations.Markets are more than guerrilla tactics and tools to ignite conversations among the general public. Markets
are the conversations taking place each and every day amongst the general public; where a wealth of information exchanges hands by the second shaping the market today, and laying out the blue-print for tomorrow.
2. Markets consist of human beings, not demographic sectors.There is no graph, chart, or statistical survey that can demonstrate the demographics of a market. You cannot measure a market the way you can measure the population, growth, density, and education of a specific area. The market
is the human population. Companies are realizing that human beings have the capacity to reach far outside the demographic sector in which they fall in; their power is limitless.
3. Conversations among human beings sound human. They are conducted in a human voice.The conversations taking place among people in the real world are genuine and uncontrived.
4. The Internet is enabling conversations among human beings that were simply not possible in the era of mass media. (#6)The Internet allows conversations to take place on a global scale that were impossible when mass media conducted, dominated, and controlled the conversation. Today, human beings are conducting, dominating, and controlling the most important conversation taking place amongst humans (better known as consumers) and using the Internet as a platform to spread their message.
5. In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way. (#8)The Internet has given humans have a new voice, and countless ways to speak what is on their mind and exchange information. This alone, coupled with the accessibility of the Internet gives each individual a powerful platform like never before.
6. These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. (#9)Instead of being organized by companies, networks sprouted from the Internet are naturally organizing themselves by seeking out each other, and exchanging information they deem relevant.
7. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally. (#10)When people actively and willingly participate in anything, some type of learning experience is inevitable — be it good or bad. Naturally, it is inevitable for these self-forming markets to organize themselves and for people to be changed fundamentally by the wealth of information they acquire.
8. 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. (#11)Today, the most important conversation within the marketplace is the exchange of information and opinion amongst consumers from real life experiences. That will always be more valuable and powerful than rhetoric developed by a detached marketing team to sell a product or idea for the sake of monetary gains.
9. 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. (#12)Consumers know more about companies and the products/services they offer because they are who these products are intended for. At the inception of the information, continued through the acquisition of the product/service, and then the actual trial of these products/services, gives consumers an unparalleled advantage. They can use the Internet to serve as a critic for these products/services, and their love/hate message can spread across the globe instantaneously.
10. Corporations do not speak in the same voice as these new networked conversations. To their intended online audiences, companies sound hollow, flat, literally inhuman. (#14)Having been out of touch with the market for so long due to their unrelatable message and tone, companies have a hard time conversing with their intended markets in a natural way; which have caused the market to become completely unresponsive to their message.
11. Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves. (#17)Just as quickly as the weather changes, the interests of the market changes. It is impossible to hold anyone's attention in today's world with old world techniques. Companies need to evolve with their market in order to be in tune with their wants and needs, and more importantly, to establish or deepen brand loyalty.
12. 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. (#18)There is an unprecedented opportunity for companies to learn about themselves through the mouth of the market and use any information learned to advance and to better position themselves within that market.
13. Companies can now communicate with their markets directly. If they blow it, it could be their last chance. (#19)Since the market is constantly evolving and changing, companies must stay in tune with these changes and be willing to evolve with the market. This is crucial to the survival of any company because so many companies are on the brink of extinction praying for one more chance. Companies can easily miss an open opportunity if their eyes aren't open, but the key word is
open. The market is
open to anyone who seizes the opportunity.
14. Companies attempting to "position" themselves need to take a position. Optimally, it should relate to something their market actually cares about. (#23)Staying ahead of the trend and forecasting needs is an easy, but challenging way for a company to best position themselves. That way they're constantly anticipating the needs and wants pf the market; this alone shows the markets that you care which will help in gaining trust- the first step to brand loyalty.
15. Brand loyalty is the corporate version of going steady, but the breakup is inevitable—and coming fast. Because they are networked, smart markets are able to renegotiate relationships with blinding speed. (#30)Markets hold all the power in keeping the company-market relationship in tact; so, it is important for companies to constantly remind their markets why this relationship works and why it is valuable by consistently delivering the best products and services. If this isn't done, markets have no problem moving to a different company who will not only meet their needs, but serve the best.
16. Smart markets will find suppliers who speak their own language.Smart markets will seek out those who understand the fundamentals of their market and who can easily join in on the conversation.
17. To speak with a human voice, companies must share the concerns of their communities. (#34)In order to be relatable, companies have to learn to break down the communication barriers and hold a conversation with their communities where the exchange of information is mutual. Companies must not only speak, but listen. Reciprocity is key.
18. Human communities are based on discourse—on human speech about human concerns. (#38)Communities form through human interaction; the familiar experiences shared within these small communities shape the larger community which create a market.
19. Companies that do not belong to a community of discourse will die. (#40)There is no feasible way to learn the concerns, needs, and wants of a community if you aren't listening to their stories.
20. Companies make a religion of security, but this is largely a red herring. Most are protecting less against competitors than against their own market and workforce. (#41)You know how the saying goes- "You are your biggest competitor." This is a mantra that every company should operate by. Worrying about competition is valuable time wasted that could have been better spent determining the needs and wants of the market, as well as bettering the company itself. It is important to channel your energy in the right direction, and to the people who will ensure your survival, because your competition certainly won't.
21. As with networked markets, people are also talking to each other directly inside the company—and not just about rules and regulations, boardroom directives, bottom lines. (#42)Employees are companies most valuable asset, this is a well-known fact in most cases. Employees not only have a voice at the company where they can form communities, but they can take this voice outside of work to different communities. Their ability to spread information about the company should be seen as valuable tool, and one that should not be taken for granted.
22. Such conversations are taking place today on corporate intranets. But only when the conditions are right. (#43)Employees will typically only speak when they will either be heard or protected. It is important for companies to culture an environment where both co-exist in order to gain as much insight from an insiders point-of-view.
23. When corporate intranets are not constrained by fear and legalistic rules, the type of conversation they encourage sounds remarkably like the conversation of the networked marketplace. (#48)Positioning employees as people of the market and not as employees could be a revolutionary (and smart) way to gain invaluable knowledge and feedback from humans who both produce and consume these products/services.
24. Org charts worked in an older economy where plans could be fully understood from atop steep management pyramids and detailed work orders could be handed down from on high. (#49)Due to so many changes within the marketplace, employees have greater access to information which can greatly effect how companies operate. Although there still may be an established heirchary within these companies, employees are more aware and knowledgeable of the people at the top of the corporate food chain.
25. Today, the org chart is hyperlinked, not hierarchical. Respect for hands-on knowledge wins over respect for abstract authority. (#50)The internet has made it incredibly easy to gain knowledge in a short period of time. Everyone can become an expert on nearly everything with proper devotion to a given subject. This has drastically changed the dynamics of companies and the marketplace, and ultimately, the economy.
26. Command-and-control management styles both derive from and reinforce bureaucracy, power tripping and an overall culture of paranoia. (#51)People want to feel involved, not controlled. Planes can fly themselves these days, there is absolutely no point in trying to prove that you can do something that can naturally happen on it's own. As a result, people will grow frustrated and annoyed at the self-serving urge for someone to be in control. Furthermore, a company cannot communicate with a human voice unless this voice is being exercised by those in charge.
27. Paranoia kills conversation. That's its point. But lack of open conversation kills companies. (#52)When people grow paranoid, this leaves no room for conversation- the oxygen of the marketplace. When companies are unresponsive and show no reciprocity to the marketplace, the marketplace will turn its back and move on.
28. There are two conversations going on. One inside the company. One with the market. (#53)There will
always be two separate conversations taking place, but it is crucial for companies to be aware of the conversation taking place within the market place and vice verse. Openness is essential, but maintaining separate conversations is necessary.
29. Smart companies will get out of the way and help the inevitable to happen sooner. (#57)There is no need to block progression, instead companies should help expedite this progression as along as it's positive. This will always reflect well on companies because they will be seen as the company who sees ahead of the times, one who is continuously forecasting what's ahead. Markets will flock to these companies in order to stay on trend.
30. We want access to your corporate information, to your plans and strategies, your best thinking, your genuine knowledge. We will not settle for the 4-color brochure, for web sites chock-a-block with eye candy but lacking any substance. (#64)As access to information widens, the need and want for more will increase. Quick summaries will not suffice when pages upon pages chalk-filled with information float the Internet.
31. If you don't impress us, your investors are going to take a bath. Don't they understand this? If they did, they wouldn't let you talk that way. (#70)Without the market, companies wouldn't exist. A companies survival doesn't depend on investors, it depends on the market. The market has final say in who survives, who dies, and who thrives.
32. We like this new marketplace much better. In fact, we are creating it. (#71)
Originally, companies didn't want to play by the rules of the market. The market, in turn, took it upon themselves to lay out their very own rules to operate by. If companies don't want to play by these new rules, then they will sit on the sidelines. Another company will gladly abide by the marketplaces' rules; that company is trying to survive.
33. We are immune to advertising. Just forget it. (#74)The conversations that these markets are having, have in essence killed advertising because humans are no longer persuaded and swayed by creative commercials and glossy ads; instead, human experiences help shape our opinions of what to purchase, what to engage in, and what to avoid.
34. If you want us to talk to you, tell us something. Make it something interesting for a change. (#75)Today's generation have out-grown companies who use old-fashion techniques and tactics to engage them. Not only is this ineffective, but it's boring. The market is no longer listening nor amused. Innovation and creativity is key.
35. We've got some ideas for you too: some new tools we need, some better service. Stuff we'd be willing to pay for. Got a minute? (#76)Consumers are willing to tell companies what they want, as long as the company would just take the time to listen. Imagine how much money, time, and effort this could save a company. Not to mention, how much trust can be gained by just listening. Trust
always leads to brand loyalty.
36. You're too busy "doing business" to answer our email? Oh gosh, sorry, gee, we'll come back later. Maybe. (#77)Maintaining an open line of communication is not only necessary but it's crucial in order for companies to maintain positive relationships with their consumers. Feedback from consumers
is a company's business.
37. You want us to pay? We want you to pay attention. (#78)When it comes to attention in every type of relationship in life, reciprocity is key. You get what you give. Companies who take the time to listen to their consumers will only benefit from their feedback in ways that can lasting positive effects.
38. We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal. (#83)There is no denying that newspaper publications are important, especially those who have global readership, but companies should not only take their consumers seriously because that's the right thing to do, but also because consumers have access to these reporters. The one consumer that a company looks over may very well be the one consumer that
The Wall Street Journal decides to run a story about.
39. When we have questions we turn to each other for answers. If you didn't have such a tight rein on "your people" maybe they'd be among the people we'd turn to. (#85)Consumers look to like-minded individuals for answers and advice. This is a conversation that companies should be paying very close attention to, and one that they should be conducting.
40. We have better things to do than worry about whether you'll change in time to get our business. Business is only a part of our lives. It seems to be all of yours. Think about it: who needs whom? (#88)Whether companies like it or not, the marketplace will not stop functioning so that companies can keep up or adapt. Nor will consumers allow business to interfere with their every day lives. Balance must be found and a steady forward-moving pace must be kept.
41. We have real power and we know it. If you don't quite see the light, some other outfit will come along that's more attentive, more interesting, more fun to play with. (#89)Consumers
will find resources to fulfill their needs; it doesn't matter what company does so, either. All that matters to consumers is that their needs are satisfied.
42. Even at its worst, our newfound conversation is more interesting than most trade shows, more entertaining than any TV sitcom, and certainly more true-to-life than the corporate web sites we've been seeing. (#90)The real story is all that matters to consumers, and all that should matter to companies. All that companies need to know and care about is what is being said about their products/services/company.
43. Our allegiance is to ourselves—our friends, our new allies and acquaintances, even our sparring partners. Companies that have no part in this world, also have no future. (#91)Consumers will always remain true to themselves and never compromise. Companies need to understand this and find ways to tap into that human thought in an noninvasive way. If companies can't find harmony with their consumers, they will never survive. The relationship between company, markets, and consumers should be effortless. The best relationships are effortless.
44. We're both inside companies and outside them. The boundaries that separate our conversations look like the Berlin Wall today, but they're really just an annoyance. We know they're coming down. We're going to work from both sides to take them down. (#93)There are people throughout companies and markets whose concerns, needs, and desires are the same. These people all have a common interest and will work tirelessly to ensure that companies hear them loud and clear. It is only a matter of time before they do.
