Vertical Solution Reader by Marielle Obilo

A
Vertical
Market
Solution
Reader
BY
Marielle V. Obillo
THIS WORK IS LICENSED UNDER CREATIVE COMMONS ATTRIBUTION- NON

COMMERCIAL – NO DERIVATIVES WORKS 3.0 PHILIPPINES LICENSE
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TABLE OF CONTENTS
Preface Page 2
Dedication Page 3
Cluetrain Manifesto Book Reviews Page 5 – 18
Cluetrain Manifesto 95 Thesis Reaction Page 19- 114
Web 2.0 Book Reviews Page 116- 115
Final Paper Page 115- 208
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PREFACE
First of all, My Name is Marielle people call me Yeye. Oh no! First of all, I
am not a Book Lover I am still wondering how I made this book possible! I am
just a simple information systems student whom somehow enrolled myself in
my vertical solution subject. All these words are made for none other than my
vertical solutions class. Of course, if I wouldn’t do it, I would fail. It’s not that
easy to write a book. I didn’t even dream of having my own book. After weeks
of doing my tedious requirements, congratulations yeye! You made your own
book I said to myself. After doing these stuffs, writing was not a barrier
anymore, it was about learning. I learned from all the books I read. The
ClueTrain Manifesto and The Web 2.0 heroes book. Also, we conducted a study
for a company called Kabayan. Honestly, even though I had a hard time for all
these tedious work, it all ripped off of all the lessons I have learned. Want to
know the real thing? Feel it! It’s Written Here! Thanks!
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DEDICATION
To my Professor Mr. Paul Pajo
Thanks for making me do these stuffs. I have been challenged for my patience and perseverance
to finish the requirements you have told us to do. You have made me realize how market is very much
important for the Clue Train and how important the web is for the Web 2.0 Heroes. Also, I want to you
to know that I’m one of your fans for your excellence. Your excellence has brought you far too cool and
made me feel that achieving that is easier than making an electronic mail account! Thanks!
To my Classmates
We all find these things irrelevant and time wasting. Now we made it, let us congratulate
ourselves that we passed the first step!
To my Friends
Friends, thanks for always being there when I find it difficult to understand the cluetrain thesis
sometimes thanks for being there to always give me an idea of what it is about. See how much we
made? Whew! It was all because of our efforts on passing the subject. Now is it still the grade that we
are after? Or the knowledge that we had acquired that is very mind fitting? Either of the two, we must
thank our mentor which had made us feel our capacity.
To the Readers
Thanks for bearing to read even this dedication page of my book. Hope that you will get
to read the entire publication. Well, I just want you to know that I poured all my time, effort
and knowledge to make this possible. I promise you that you will learn some things
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CLUETRAIN MANIFESTO BOOK REVIEWS
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Book Review Chapter 1
Quote: “ Life is too short”
When I stated to read chapter 1, this 3 words struck my mind since it is a FACT for us
humans whom really longs for an everlasting life. Life is too short we should make the most out
of it. We should be happy inline of being good and doing moral things.
My Learning expectation
Actually I really don’t know what to expect since I don’t know anything about the book
all I know is that it is a requirement given to us by my professor in vertical solutions, Mr. Pajo.
What I expect to learn is what the book is about. What It consist of and why is it relevant to us.
Maybe in the succeeding chapters I may be able to draw my expectations since I already know a
bit of it after reading the first chapter.
Review
For based on the happenings today because of internet information is easy, knowledge
is difficult. There has never been a shortage of mere data and opinion in human life. It’s a very
old observation that the most ignorant people are usually full of opinions, while many of the
most knowledgeable people are full of doubt. Other people are certainly sources of knowledge,
but they are also sources of fictitious things. If we simply want information from others, it is
easy to get, if we want knowledge in any strong sense of the word, it is very difficult. Besides
that, long before the Internet, there was more to read, far more television shows and movies to
watch, than anyone could ever absorb in many lifetimes. Before the Internet, people bet their
time to read and learn continuously but know seconds pays it off.
On the other hand, based on the cluetrain manifesto book that internet connects
people. Yes I do agree on that, people relays on the internet on their communications with
others. Now there are many web based applications that may be used to keep in in touch, to
share your day to day experiences and happenings. Also, internet is such a lovely word even in
business. Corporate people use the internet to interact with other corporate people around the
world. Internet s used for advertising firms. Inshort, internet is used to make money.
Making money, why do we need to have money? Is it important? Money is for our
survival. What will we do to make money? People work, mostly people go into business. People
go into business with the use of the internet. Why? The Internet is a tool enabling businesses to
reach literally millions of new customers. The Internet is redefining the relationship between
businesses and consumers, even a small to medium sized company now can reach all over the
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globe to share information about it's products and services. Your business can advertise and
reach customers on a global scale that just a few years ago was available to only large
corporations. One advantage to advertising on the internet is the fact that the it is always on.
Your businesses image is shared 24 hrs a day 7 days a week. Another advantage is the Internet
is enabling consumers to purchase from companies outside their geographical location; many
items that were once available only in certain areas now are available worldwide. I believe the
Internet will dramatically change the way we purchase and use the products and services we
use daily. So is the internet important? Indeed, absolutely it is. Is it useful for advertising? One
major advantage of internet advertising is that it is much cheaper as compared to the other
modes of advertising. As the competition is increasing online as well as otherwise, the
importance of internet advertising cannot be challenged. There is a huge target market out
there that a website can only access by using internet advertising techniques. So yes it is very
useful. BUT, based on the book, business people don’t really like the internet.
According to the book, it says that the internet invites participation. Why? Just like what
I have said, through the internet businesses advertise. Businesses introduce, businesses are
know. Actually very few firms nowadays don’t use the internet to connect and build
conversations for it to be with their customers or even their colleagues. How the internet is
used to participate? For example When you make a website about your firm, the products you
cater, why people needs it etc. Your market would be able to participate on it through the
means of browsing your web site. They become knowledgeable of your offerings and on the
same time it gives credit to you since it is also advertised. Also, through the internet consumers
maybe able to react on your offer, which would give idea to the business on how you would
modify your product based on the functions or features wanted by the public. What is very
evident through all these participations is everything is made through conversations.
Conversations, meaning interactions. In business this the most vital word that has to be
prioritized.
Based on my own experience,I believe that even myself is the market of my professors,
which we create conversations and contact through the internet. We chat, we mail ideas and
requirements. Obviously, it is very helpful for us to be very effiecient and effective. So I believe
that even firms has the same notion and mentality on using the internet as a media.
What I have learned:
Before when we didn’t have any internet then suddenly popped out, people didn’t take
even take time to care, to think of what it is, to interact with it, they don’t even know any idea
of what is composed of etc. One reason is because knowledge is inherited and knowledge is
learned through books. But now we have internet or the www commonly known as the world
wide web. It is the media used nowadays to search information, browse people, places things
and draw conclusions out of it. The mere fact that ideas are only read, scanned for just seconds
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knowledge is on stake. Information is easy to get but knowledge maybe fictitious. The internet
makes the world move.
Quote: Nothing is more intimately a part of who we are than our voice. It expresses what we
think and feel.
I believe in this sentences.” Nothing is more intimately a part of who we are than our
voice. It expresses what we think and feel.” First, Nothing is more intimately a part of who we
are than our voice. Our voice represents us as humans being very unique and distinct from
others. All of us has different voices. Voices literally in its tonality and voices being in its inner
meaning as how we defend ourselves towards others. Our voices is unique from others the
voice which represents our character since the voice represents how we interact, how we
conclude, how we think, and how we carry ourselves. Also, the voice would be the key on what
impressions people would think to us. The voices of people maybe the edge in humor,
joker,serious, taunting etc. The voice represents us as human beings created individually. All
the voices in this world should be heard and respected. The other sentence which is “ It
expresses what we think and feel.” I also believe in this fact since the voice expresses the
feeling of every individual. When your mad, you have a different voice. Voice in tonality and
sense of meaning. A different voice when your happy and a entirely different when your
surprised and all other emotions that makes the voices different from one another. Voices for
me should be respected and given the chance to heard.
My learning Expectation
Now, I know a little bit on what the book is about. But, I’m still a little bit confused
because seriously chapter one is very very long! Whew. Now what I am expecting is to know if
people would still honor the internet, not now but for the future because in chapter one, based
on my own understanding the internet keeps the people connected and also consist of
information. And because of the internet being the means of media for the people to be
connected I thought of expecting that maybe in the future, people will not honor it anymore
coz as the internet is being used many fictitious facts maybe given out and soon everything
would only be constructed with the human voice without evidences. What I thought of is that,
will the internet be obsolete?
Review
The first part of the 2nd chapter is about being manage. What is really being manage?
Well based on my own understanding being manage is putting everything in place. Being
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managed is coping up with hindrances and still can control the impact of it. The first few
paragraphs tell that businesses cannot be managed. Since, everyday it changes. It changes in
the part of its competitors for example. I agree partly coz I believe that businesses cannot be
perfectly managed because of the circumstances happening everyday but it may be controlled.
Followed is that the longing for being managed is the web. I also believe in this. People
thinks that they would be managed with the help of the web. For me, partly yes. Partly no. Coz I
believe that when you get addicted to the internet, you are not managed anymore since you
find time to browse than going into management. But yes of course on the other hand you
could really be managed since their are really web applications made for management. It is also
cited there that the web is being longed for us since it is very important. In a very speedy way,
us people had inherited the internet as our own. Also, the web is place where we can be unique
to others since the web gives us the opportunity to let others hear our voices.
Also, it is stated that the web is a public place. Which because of a being of a public
place, it is an open source which people can access any time provided that they have access. All
of us has a human voice and a stand in our life. With the internet we can share our ideas, our
beliefs, what we think is right and what we think is proper. So for me, since the web is an open
space where freedom is accessed, I think that people always tell the truth to preserve the true
use of the web.
What I have Learned
Actually, I have learned this multiple times already but my the learning expectations i
listed above didn’t come out but it ok still I have learned again something that is really evident.
The web is really part of the human life. Every house has a computer, every house has access in
the internet, every house goes into web and of course everything follows. People uses the
internet half of their lives. Internet is a very vital part of the human life since primarily it is a
place where you could burst your freedom.
It is a place where you could connect to other for free. Well I believe that the internet is really
a part of our lives so what we have to do is always be careful on how we use it and what are our
motives are.
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Quote: Artists have a stubborn faith in their ability to create newness from next to nothing. This
faith shapes their work, enables them to establish themselves as individuals, fingerprinting their
way through their medium
The reason why I chose this sort of a paragraph already is because, I consider myself as
an artist too. Just like those artists in drama, painting, photography, racing, drawing etc. Well
I’m not one of them since I’m not a perfect singer but I consider myself as an artist since I love
to sing. All of these is art. Art as a unique “anything” that people do that expresses their
feelings and thought. For me, I sing, I write songs which enable me to establish myself. I love
creating new things out of something. For instance, if I love a song, I make a song out of that
song. If I love the rhythm I write songs based on the rhythms. For me, the best something that
people can make is the art of their uniqueness. The best evidence that a person is exploring
their selves and defining their selves is by expressing their ideas. With those ideas they make
their own art which represents them as distinct, unique individuals.
Learning expectation
What I’m expecting to learn now is what I didn’t learn in the previous chapter which is,
because of the internet being the means of media for the people to be connected I thought of
expecting that maybe in the future, people will not honor it anymore coz as the internet is
being used many fictitious facts maybe given out and soon everything would only be
constructed with the human voice without evidences. What I thought of is that, will the
internet be obsolete? I really want to know the answer since the internet is connected to each
and every one of us. After reading chapter 2, I already had an idea that I really want to learn
what really is the motive of the author of the book, to help us understand the importance of
internet to use or not to use it. But, just like the two previous chapters, my learning
expectations didn’t really pop out but on the other hand I still gained relevant ideas.
Review
The first idea that had strucked me is the idea of the potterist. I think that the potterist
is very well said that people are unique. Since they make things based on their ideas and
insights. Also one good thing that the potterist in the book stated that he doesn’t care of what
people thinks or acts about him, what cares for him is to do what he thinks is right, do what he
wanted to do. He didn’t prioritize things people thought about him what matters is his work of
art. He stated that being those personality is good in business. He said that when you become
very independent and unique and do things differently you get to organize the business well.
Even not in the world of business but everywhere. People is entirely different in giving elegance
and pride to their work. Just like how he defines people having an artistic identity. He also
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referred to the web which has an artistic identity. Why artistic identity? Because every person
behind each and every page we view had a unique solution for that page to exist in the
internet. What really is being pressed here is that all of us individuals are unique all of us are
distinct and entirely different. Also, conversations is still touched in this chapter. Through
conversations you get to know that your friend is being very pretentious, through conversation
you know whether the person you are talking to is not real
Based on the book that I am making this for which is the cluetrain manifesto I quoted
this line which would cover the complexity of this chapter. “People talk to each other. In open,
straightforward conversations. Inside and outside organizations. The inside and outside
conversations are connecting. We have no choice but to participate in them.” Going back to
conversation, we cannot survive without conversations. For it to be inside or outside our own
comfort zones they all connect. If we don’t connect we will be lost. This world is all about
conversations, we really indeed have no choice since if we don’t connect we will not converse
and the other way around. One way for this? Of course again and again. The world wide web.
What I have learned
What I have learned in this chapter of course is not again what I have expected but I
gained non other than relevant information about conversations. People is artistic, is unique.
Still, can they survive? No. They have to connected to others, they have to converse. How can
they converse? Do they need to sit in one table everyday for 10 minutes and talk about life? No.
Definitely not. How? Non other than the world wide web. The internet. It’s the media to be
connected. The media for conversation. The media for voice.
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Quote:” In this new place, every product you can name, from fashion to office supplies, can be
discussed, argued over, researched, and bought as part of a vast conversation among the
people interested in it. “
With Internet booming every part of the world, businesses are turning online and there
are lots of websites available online helping you to buy or sell your car, clothes, computers,
accessories. Everything you prefer is in the internet now. Before, when you admire something
or you want to buy something you go to the mall and go canvass. Ask people that relates to the
product, accessory, stuffs you want before you but it. Especially when it’s very very expensive,
it will take lots of time and effort for you to decide on what you really want and will take you a
long time. It would really take you a long time if the budget for what your buying would be
expensive, you will review in the malls what the product you like, ask the salesladies on what
they think is good and all the techniques you have in mind when buying stuffs. But now, in the
internet, what you will only be doing is go to a search engine, like google and yahoo, type
anything you want, then after a millisecond there you have it! You can canvass and review what
you had searched for. It’s that easy. You can find reviews about other people who has the same
preference as you do. You don’t have to go to the malls and waste time. At the end of the day
browsing, by tomorrow you ca n buy it. Thats how easy and convenient it is.
My Learning Expectation
My learning expectation for this chapter is to know if businesses are happy of what is
happening right now in the internet. I want to know if firms are contented of the help of the
internet to their organization.
Review
The internet had already conquered the business world. The internet will always be the
means of voice and conversation of the people all over the world. When buying stuffs,
reviewing things they want, asking for opinions, everything is in the internet. The mere fact it is
the means of connection of the people, the market doesn’t want to hear anything anymore
from businesses. They want to hear reactions from their peers, relatives, everyone but not from
businesses. How to do this? Easily with the internet. Why don’t the people want to hear things
from the businesses itself? Isn’t it more precise and exact when their looking for an answer of
“is it a good product”, “is it of quality?”
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Well, of course, even us humans would be very bias about it. For instance, someone
asks you, “is your product of quality?” if I were the one who spent all my time and effort
making it, then I will say of course it is. With this example that’s what the people in the
business world does. When people asks them they will just patronize their own without saying
the fact about their products. That’s what the market doesn’t really like. Instead of being
controlled by the firms words, they go to the internet to seek for opinions of other maybe
negative or positive about products they want. That’ the real thing. No bias no self- centric
people everything open and freedom is pointed out.
So now, where do businesses takes place? The answers are, through advertising,
marketing strategies Personal Relations and more strategies to get the market’s attention. Why
are they doing this? It’s because they want the market to use and acquire whatever they are
catering. Why not talk to them face to face? The answer is markets don’t want to hear anything
from businesses!
What did I learned
What I have learned is that, to be loved by your market, you shouldn’t be self- centric.
You shouldn’t be biased. Just like businesses sometimes they tend to admire their own by not
saying their secrets about the bad parts of their products. Well of course no one would. So the
best thing use the internet to find the real thing.
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Quote: Without anyone asking for it, the Web has given the people inside an organization easy
access to one another in a rich variety of ways
Before, without the internet or the world wide web people talk through letters, bringing
it in the post office then after a few days sends it to address where the sender wants it to be
received by. It takes days and even months depending on the place. Now, People use electronic
mail. Email is really fass it is sent and received in seconds, minutes at the most. All you need is
access to the Internet, an email program, and the email address of the person with whom you
wish to communicate. every day, hundreds of thousands of people are communicating through
the Internet, conversing, collaborating, working, playing they do everything through the
internet. Friendships, marriages, are made and broken on the Internet. Clubs are formed.
Problems are solved. Jobs are found. Handicaps and disabilities make no difference.
Through email and the other methods of online communication, people have become
best friends without ever seeing or talking to each other. It is not uncommon for people to turn
to the Net for answers, but internet users should be responsible enough to know what’s right
from wrong so that information delivered would be credible. Now, internet is very much easy
to access I think that people will slowly transcend by using the internet as the means of their
communication. Actually it’s not only sending and receiving e-mail but also the means of leisure
or entertainment. There are lots of things to make you entertained in the net. Things like the
access on games, movies and more. You can do everything on the internet.
My learning expectation
Well, based on my previous observations regarding my learning expectations, merely

50% of it or less only came out. So, what I had thought of is to scan first the chapter before
writing my expectation. Now, after scanning I had a clear expectation. My expectation is to
learn hyperlinked organizations.
Review
Hyperlinked organization? What about it. First, let us define the meaning of a hyperlink.
Based on the book that I all of this is written from, of course non other than the cluetrain
manifesto, hyperlink means “The Web isn’t even a little like that. The Web literally consists of
hundreds of millions of pages hyperlinked together by the author of each individual page.
Anyone can plug in and any page can be linked to any other, without asking permission” so, it’s
connected. With this characteristic of the web, it changes how businesses moves. Why?
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Because everything and everyone is connected and going back conversations happen. Also, for
me the information I admired most in this chapter that “hyperlinks subvert hierarchy” the first
two question that would pop out from your mind is, how and why? Well first how? Because of
being hyperlinked together people are all equal in the web, there is no CEO, there is no
President just like the normal organizations in the real world of business and second is the
question why? The answer is through the conversations of the people it is all equally given the
chance to speak without having more or less freedom towards the people.
What I have learned
In this chapter, what I have learned is that people in the web are all equal. No power, no
CEO no President everyone’s chance of expressing their selves. Not like the true organization of
the world of business, which the respect given to people dictates and s partnered by their level
of authority, sad to say.
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Quote: “Don’t wait for someone to show you how. Learn from your spontaneous mistakes, not
from safe prescriptions and cautiously analyzed procedures.”
What does this quotation mean? Well for me, even though the Cluetrain Manifesto is
about the markets, internet, the web, business etc. This quotation do not pinpoint only one of
these topics of the book rather to everyone. I believe in this quotation since I myself is an
adventurous person. I love to be curious on things especially to those things that are very
different to my eyes. I take time to observe and know how it came to be, how to use it, what
functionalities it has etc. Every one of us may learn by ourselves, without the help of others. We
should not be disappointed when we fail but to strive more. People tend to give up easily, they
don’t know that when they give up, the very time is the time they are learning most. We should
be very patient in learning different things and after all we should be proud of what knowledge
we had gained.
Will businesses be strong enough to completely accept the genre of the world wide
web? Would they invest huge amount of money for the sake of their business investment. Do
business really like them being talked about by the mass through the internet?
Review
Businesses, never really believed in the internet. Before things are done manually.
Hierarchy in the organization is still respected and honoured. So workers, being the
subordinates of the higher people in the management didn’t get the chance to speak on what
they need, want and feels. So, in the internet they get to converse and express their selves.
They get to speak to other people on what they need, want, and feels.
Based on my reading on chapter 6, the most important thing I learned is that

“organizations must encourage and engage in genuine conversation with workers and
markets.” What does this means? Based on my comprehension, this means that organizations
must know how to value their workers and markets. How? They can give credit to them by
joining them in their conversations. We all know that everything is being stipulated in the
internet, so businesses should do the things as workers and their markets do. Go into
conversations. Understand what they need and feel. It will be very advantageous to the
organization since they will get to know what they need to cater and do to their markets and
workers. Everything is done through the internet. So, in short businesses should have to really
go into the internet to reach conversations.
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What did I learn?
In order for your business to be profitable and to achieve its mission and vision, no
matter how high you are in the management you should know how to go down to your workers
and market. Since, the businesses reason for existence is their market they should know how to
reach them by the means of “conversations” and also reaching their workers is also important
because, without the workers they will never survive.
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Quote: “. In the newly humanized and highly vocal global marketplace the Internet has helped
create, can corporations survive at all? Not if they're unable to speak for themselves.”
It is a fact that the internet had already captured the whole world. Not only people in
small organizations that share s the same interest, but the people that completes the world.
Based on the book that businesses do not believe in the internet, they don’t believe that the
internet is a huge help not only to them but to other people as well. Why don’t businesses
believe in the internet? It’s because, they view the internet as a media for a one-way
communication. For instance, if I am an organization, I don’t believe in the internet since people
can say anything about my product, people can say things about my company and all those
negative things. But look, everybody can do this even t ordinary people, they can make blogs
hating you without you knowing it. The internet is a very powerful media to make businesses
move, what I believe is that the reason why businesses to dot adhere to the internet, as it says
in the book, they do not find time and interest to believe that the internet is the most powerful
tool regarding on anything.
Will businesses be strong enough to completely accept the genre of the world wide
web? Would they invest huge amount of money for the sake of their business investment. Do
business really like them being talked about by the mass through the internet?
Review
The book is the conflict that the market is a conversation, and that the web gives us a
voice and personality. The use of e-mail, mail lists, newsgroups, chat rooms, and web pages are
all cited as examples of how Businesses see the Internet as just another method for
broadcasting marketing messages in a one-way conversation, rather than a dialogue with a
network of knowledgeable stakeholders. The authors believe that via the Internet, markets can
rise from conversations that are independent of time-worn institutions like business,
government and education. So, the author of the book and businesses do not jive. What would
be the reason? Well, based on my viewpoint, businesses today are lesser than the mass. What
do I mean by this, businesses think that no matter what they do markets will always talk about
them in many different ways at the back of their minds.
So what should be done? Should the internet be taken away from the mass? The answer
is CANNOT BE. The internet is the primary means of conversation of the people, the primary
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source of information and to others, after God, the internet is the primary priority. What is the
rationale? Businesses should fully accept the internet. Businesses should fully accept what is
going on. View the internet as a means of media for your company, that would reach your
market. Not as a one-way conversation.
What I have learned
Actually, I have absorbed this for several times already. Businesses will not survive if
they will not involve their firm in the web. The world wide web had already manipulated the
world. Almost half of the lives of the people is being done within the internet. For your business
not to be left out, you must not be against the internet, rather engage and use it for the
betterment of your company.
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CLUETRAIN MANIFESTO 95 THESES REVIEWS
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1 Markets are conversation
Markets are conversations because us people being the market are know by firms
through communications. Firms become knowledgeable of what they should cater us, what we
need and what edge we want inorder to patronize their products or services. Also through
conversations we consumers would be able to know what is "in" and what businesses cater.
Through conversations organizations become knowledgeable on how they would be the edge
through other company's without conversations they will never know what they should
produce and what users require. For instance, if I have a techie friend that has a blog and
writes blogs about the top needs or features of gadgets wanted by the mass, as a agent of for
an example nokia philippines, I could contact those bloggers who makes certain blogs about
techie gadgets which includes non evident requirements people wants for cellphones. If nokia
philippines would enhance their products for the needs of the people then if they make those
products suited for their needs then consumers or the market would be able to purchase or
aquire what nokia philippines had introduced. For sure, it would be bought and acquired since
it is needed by them. Did it help to increase the sales of nokia philippines? Yes! ofcourse indeed
it would help, what did we use inorder to know what the user requirements? conversations.
Conversation is the key, with the conversations, nokia philippines knew the needs of the
market. I believe that without the conversations made, firms today will not know even a single
fact on what the y should cater to the public. Regardless of what industry your in, conversation
is the key for you to success. Your market should fully be prioritized. No matter how big your
company is, no matter how known you are, no matter how modern, no matter how systematic,
your company will never succeed f you dont prioritize your market. Remember, your market
not your high end technlogies, trianed sprecalist nor your money would give you success. IT'S
YOUR MARKET!
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2 Markets consist of human beings not demographic sectors
Frankly, I dont really know what First let us define what human beings are, Humans are
notable for their desire to understand and influence the world around them, seeking to explain
and manipulate natural phenomena through science, philosophy, mythology and religion. This
natural curiosity has led to the development of advanced tools and skills; humans are the only
species known to build fires, cook their food, clothe themselves, and manipulate and develop
numerous other technologies. Humans pass down their skills and knowledge to the next
generations through education. (http://en.wikipedia.org/wiki/Human) inshort humans are US!
On the other hand what is a demographic sector? for me it means the partitions of people. I'm
not that sure of the meaning of this phrase but i thinks those demographic sectors are the
departments or the groupings itself. So, if your going back on the phrase, it is really evident and
logical that your market consist of humans which are us. I believe that markets are all human
beings and not the partitions of the human beings itself. Since the demoraphic sectors cannot
react on what they want, what they need and what would be the features they want.
Demographic sectors is only the groups presented but not the human beings whom are
perfectly the market. But on the other hand demographic sectors is a huge help when stating
your target since the demograpic sectors are grouped based on such requirements, with that it
is more easier to determine your target market.
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3 Conversations among human beings sound human, they are conducted in a
human voice
Us humans know whether someone is telling a lie, pretending, being a plastic, a

backfighter and all other characters of a person especially if you know trully that person. For
example, if you have a friend for so long already and you know a lot about that person then
suddenly reacts differently then it still doesnt sound like him. I you can easily tell that he is
telling a lie or being very pretencious since you are very knowledgeable of what character or
personality that person is. Based on this phrase, ofcourse conversations is made through
human voices. Conversations cannot be made without you humane voice. since conversation
isA conversation is communication by two or more people, or by one's self. Conversations are
the ideal form of communication in some respects, since they allow people with different views
of a topic to learn from each other. A speech, on the other hand, is an oral presentation by one
person directed at a group. Based on my research at
http://en.wikipedia.org/wiki/Conversation. In this world, it is not possible for you to survive
without communcations or conversations. Everything is through this, making money, spreding
informations, interactions etc. The world cannot move and not be productive with this. For a
conversation to be fruitful and healthy it should really sound human and not fictitious since
nothing would be given birth if conversations are made for the only fact of speaking. It should
be clearly stated and understood.
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4 Whether delivering information opinions perspectives dissenting arguments
humurous asides the human voice is typically open natural and incontrived
When people talk to others and converse to others their human voice is very natural to
them, distinct, clearly different from others and unique. Even when giving out informations.
Stating their opinions and thoughts to others aguing and even in the humour side is entirely
unique and different when compared to others. Since, initially when god made us, we are all
different from one another and has the distinction among other masterpieces of our lord god.
One of the most uniqueness of us is our human voice. We speak, we interact, we defend
ourselves differently from one another. Which, frequently makes us special. The human voice is
incontrived meaning is very genuine and authentic to us. Every person in this world is described
based on their differences among people which ofcourse includes our human voices. No person
has the same human voice as another human voice. It really differs and no matter what would
never be the same because people do things individually, think diversely and reacts unlikely. I
think that the human voice should definetly be open to others coz ofcourse it is our uniqueness
which makes us very special. Apparently, people sometimes tend to react, defend and state as
others do which makes only degrades their capacity as humans. They do not use their natural
ideas but copy others ways. For me it is very important for us people to be very distinctive
because it shades and edge among others.
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5 People recognize each other as such from the sound of this voice
Since people are unique and distinctive from one another. They act, they do things, and
they think differently that’s why are known having different voices in conversations. So, when
they converse with other people numerous times they get to have their own “voice” which is
very different from others. Example, when I converse with my friend for about 4-6 times, you
get to notice how they converse. For instance, when I chat with my friends, I get to notice how
they talk, what words they use and how they interpret things. So, based on my knowledge on
how my friend’s voice is, I get to notice whether she is being pretentious or not. I get to feel
that she is the one I am talking to since I already know how her voice is and the way she says
things. People can never have the same voice as other does, no one can be exactly the same as
others think. This means that, everyone one of us is known by others individually. We cannot be
known with the same characteristics as others are known. On the other hand, people
sometimes act as if they sound like others. It’s because people envy others coz sometimes they
want to be as learned as others, but at the end of the day their true voice still remains.
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6 The Internet is enabling conversations among human beings that were simply
not possible in the era of mass media
Before, without the internet or the world wide web people talk through letters, bringing
it in the post office then after a few days sends it to address where the sender wants it to be
mail. Email is really fast it is sent and received in seconds, minutes at the most. All you need is
wish to communicate every day, hundreds of thousands of people are communicating through
Problems are solved. Jobs are found. Handicaps and disabilities make no difference. Through
email and the other methods of online communication, people have become best friends
without ever seeing or talking to each other. It is not uncommon for people to turn to the Net
for answers, but internet users should be responsible enough to know whats right from wrong
so that information delivered would be credible. Now, internet is very much easy to access I
think that people will slowly transcend by using the internet as the means of their
communication. Actually its not only sending and receiving e-mail but also the means of leisure
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7 Hyperlink Subverts Hierarchy
What is hierarchy? It means, the business today. What is the Hyperlinks? Hyperlinks are
the websites, e-commerce, or inshort its the internet. In businesses before, you cannot react on
your boss. For instance, I'm a workers of a manufacturing firm, my boss is gettng too hard on
me. What should I do? ofcourse, stay quiet coz that's yout boss. You dont have the right to be
hard on him too. Now, there are blogs where you could defend yourself, act and talk to others
on what you feel. Does your know that you're blogging? No. Thats the big help of the internet
or the world wide web.In addition, Its really a fact that everything is being runned by the
internet. It conquers businesses today coz now we also have e-commerce. Where you could do
business while stting down infront of your laptop. You just post what you can offer. You just
simply sit down and wait for people who wants to have your products or services. Thats just as
simple as that. Against before, you have to go to different places to introduce your products. It
is very helpful using the web to businesses. Also, businesses uses the internet to help their
transactions to customers coz other businesses cannot entirely put their firm in the web and
make everything there. Finally the conclusion is, the world wide web had already conquered
the businesses ways on operations, advertising etc. Almost everything is done through the
internet rather than before. All manual.
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8.In both internetworked markets and among intranetworked employees,
people are speaking to each other in a powerful new way.
Based on the influence of internet to people I think that we can never live without the
internet. The internet is a vital part of our life. Just what I have mentioned before, on my past
blogs, internet is the means of communication of everyone. Internet technology is the most
popular means of communication and business transaction today,use for sending mails,making
calls and for business transaction. Communications have been made easier today through the
means of internet,not like the past century why business men well have to go to post office to
post mails,now you can do that
right inside you office with no stress,and the receiver get the message in minutes and this has
gone a long way to fasten communication in today world which is an essential part of a
business. Making of calls are also possible through the service of the internet today,and the
most interesting part of internet call is the cheap rate of their calls which make calls flexible for
business transaction,and that is what most people are using today. Not only businesses, but
also the market, they share to other people what they need, what they think about certain
products and what their reactions are.
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9. These networked conversations are enabling powerful new forms of social
organization and knowledge exchange to emerge.
People before don’t care about the internet. How it’s used and how big help it could
give. They don’t know that it will greatly impact their lives since its very helpful. How helpful?
You can connect to other people you don’t know and ask for help. Talk to people to ask what
product is best, read other else’s blogs to know what’s in the market. Those kinds of questions
which the truth lies in the internet. It’s not only a big help to your part but also a big help to
others. Through conversing with them you gain them new ideas and information maybe they
don’t know that would surely help them. Also, when conversing to other people, you also get to
form such organizations which would help others. For instance, a group of bloggers already
improved a website regarding information regarding vertical markets. Isn’t that great? As a
blogger you get to help other people who are not aware of the vertical markets. You get to help
them through the means of giving them extra knowledge by only sitting in their perspective
computers at home, after 5 minutes of reading your groups blog, they get to appreciate you.
For me the cool thing about conversing to others is you get to exchange information and learn
through the experiences.
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10. As a result, markets are getting smarter, more informed, more organized.
Participation in a networked market changes people fundamentally
The Internet Technology had greatly influenced the market. Markets gets smarter. How?
One influence is the bloggers. Bloggers being the market at the readers of the blogs that the
bloggers write is being examined by the readers. Just like a hoolah hoop turning around. Thats
how market gets smarter they get to know new ideas about what is new and in, and also they
get to know bad things about organizations or businesses. They become knowledgeable on
what brand to be bought for mobile phones, what brand of shoes is lasting etc. It has changed
the people, especially how they view businesses. They join theirselves in communities
associated with your type of product and see what people are talking about. How did the
Internet change the people? The internet changed the people because people became more
intelligent. They don’t just believe in hearsay that this and that product is good based on biases
of organizations. For example, if you go to apple store, of course people engaged in that firm
would say that their products are of great quality, but the real truth will prosper in the internet
through blogs etc. People will not believe them, people are more intelligent now since the
internet is available 24/7 for them to be resourceful and find real information.
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11. 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
People in the market gets better information that from vendors. Why did I say this? Its
because if you for example go to sony appliance center and is canvassing a sony liquid crstal
display television. People in the sony appliance center will engage you to buy their products
since it is of good quality, without knowing sometime things that they say are untrue and
fictitious. The agents of sony only needs to increase their commissions and sales. Sometimes
people is being bribed by those kinds of agendas. On the other hand, the internet is the place to
be. The internet is where canvassing is great. Why? You get to know the real things about such
things. We people get information that are very relevant for our decisions. The greater the
exchange of data, the better the information is gained. Now, people are networked, they get to
share information. Being networked or connected can never be washed away since it is already
a genre of us people. If we have questions, we go to the internet right away. If we have queries,
we jump to our computers and post a question for example in yahoo answers. There are lots of
ways how people may be connected and never in this world after introducing the internet,
survive without it.
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12. 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.
There are not secrets! With this phrase, people may agree on it. Based on my
observations, secrets can always be hidden but never cannot be revealed. It is already proven
by many. No matter how you hide things it will always be revealed. Why? Is there a curse on it?
Well, we don’t really know, but what I know is that humans are the most resourceful beings of
all. Because of the internet, is one of the heaviest reasons why secrets are known all over the
world. Even though you’re in Africa and I’m in the Philippines no matter how far we are, if you
have an internet connection even though running on dial up or wifi, you get to know the
revelations of the mass every second. That’s also the way how the market knows about the
hidden agendas or secrets of firms. Whether their products are of great value it is revealed. If
their products do not have value still it is revealed. This is the power of the internet. It makes
people very knowledgeable of what is happening in our industry. Every single second the world
revolves the internet is connected with it. That’s also the trend in businesses. Things are
broadcast in the internet about their products and services, that’s what makes the market
intelligent.
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13. What's happening to markets is also happening among employees. A
metaphysical construct called "The Company" is the only thing standing
between the two.
What is happening in the market? The only thing happening in the market is only
conversations. Conversations? Is this important? Well, it is, it is very important. How is it
important? Through conversations markets talk to what product is in, what are their reactions
about the products, what they feel about it and should people buy the same product still?
These are only a few examples of what the market converse about businesses in the internet.
How is it related to employees? It’s basically the same, they may also talk about their
company’s product but much they talk about is the upper management, how they feel about
their boss’s attitude. These are all conversations and these conversations in the side of the
markets and employee’s are the same. They exchange information and become knowledgeable
through others opinions and stories. The only difference is that employees is that they are in a
company. Still, has hierarchy. There’s the upper management consisting of the powerful CEO
etc. While on the other hand, markets have no “The Company” markets have no hierarchy.
Markets are all equal.
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14. Corporations do not speak in the same voice as these new networked
conversations. To their intended online audiences, companies sound hollow,
flat, literally inhuman
Corporations do not speak as normal people in the internet do. They don’t speak for
their market but they speak for their own good. They value their products and only speak for
their corporations sake. They sound flat. They sound empty. In short they really don’t care
about the internet. They don’t care of what is the advantage of the internet for them. They
don’t make the internet as their primary means of conversation towards their market.
Compared to the mass, compared to the market talking and conversing online. Corporations do
not primarily for me based on the quotations makes their market as their primary necessity.
Why did I say this? If the networked people was important to them, why not sound human, not
flat and not hollow. It just seems that firms and organizations do not like the trend of the
internet. On the contrary, they need to accept that the internet is monopolizing the business
world now. My opinion would be, organizations cannot accept the fact the internet is such a
great tool to make the world very open to conversations. So what? It’s a great factor in their
firm, since people are open businesses no more can trap the heads of the people of only
information by them, but information whether good or bad about their products and services
by the means of the internet.
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15. In just a few more years, the current homogenized "voice" of business—the
sound of mission statements and brochures—will seem as contrived and
artificial as the language of the 18th century French court.
Before, when businesses go out of their organizations and do things that would
encourage their market, they get the attention they wanted, and soon make people acquire the
goods that they are selling. People befoe without the internet and do not care about the
internet are being controlled by people who just turn things on what they want people to
believe them. An example of this is, when a certain agent of something is wanting you to buy
their products, they get to bribe you and soon you will definitely buy their products. Its because
people do not know much about the internet. They don’t have a place where they can read
reviews and ask for opinion. But now, because of the internet and the voices of people today.
Businesses mission and visions will never be listened anymore. Since every converses through
the internet, people do not mind of what businesses believe and businesses stand in the
industry. On the other hand, businesses still prepares and spend money and time to make
those brochures to make people bribed and come up with missions and visions. Because of the
great influence of the internet, people are highly addicted and mixed with it. People will never
care on things said by firms, on promises made by them. People will never believe on those
promises businesses make since people are getting more intelligent because of the great
influence of the world wide web.
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16. Already, companies that speak in the language of the pitch, the dog-and-
pony show, are no longer speaking to anyone.
Company’s before can easily manipulate and control their market. In just by having a
freebie of their sub standard products, they get to encourage their market to buy almost all the
products they are catering. Before there where no means of communication to others but to
talk to the nearest person beside you, or to send those letters that would have a reply 10 years
after you send it. So, people will just believe what those agents of such firms says in order for
them to buy their products! In short there where no internet where people could directly ask
for opinions to people whom they don’t even know where he or she settles That’s the power of
the internet, against businesses that makes the minds of the people turn to what they want,
the internet is a place where the reality bites! Based on our era or generation I should say,
companies’ ways of manipulating the minds of the market is no longer viable. People now are
thousand times more knowledgeable because the internet makes them to be so. No one in this
world will no longer let other people manipulate them just like businesses before do to their
market. Since the internet is just one click away to ask for help, to ask for opinions or on the
other hand, you helping others.
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17. Companies that assume online markets are the same markets that used to
watch their ads on television are kidding themselves.
Just like the other theses before this, companies view to their market is entirely different today.
Before, company thinks that whenever they have a nice and cool advertisement they will get their
market to buy their products. Businesses think that if they give freebies to their markets they get t o
encourage them to buy their good. That notion is ended when the internet came. Based on my
observation, since the internet is a great factor to people, businesses are challenged to have better
advertisements, services and products for their market since markets with the help of the internet can
never be manipulated. For me, very few people watches those cool advertisements rather surf the
internet to see what really is the quality of a certain product. My conclusion would be, since the
internet is a great impact to everyone, businesses partly also had a great competitor. Well, for me I
don’t consider the internet a competitor or both businesses and the internet having a competition since
the internet is just an open space where people interact and learn. So, my conclusion is, as time passes
by businesses would not anymore make those fancy advertisements but to make their products and
services quality driven, for the internet would be the media for the people to know how their products
are close to perfection.
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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.
Companies should not stick to just talking to their co- employees or co- workers. Just what other
company employee does, they just care about the people in their environment. That’s what they
prioritize. With that kind of system they will never hear what their market needs. They will never feel
the urge to do something better. It’s because they don’t care to the people that they are catering in the
first place. Companies should know how to engage their selves in conversations towards their markets.
Companies should not only talk and converse within their organization but outside of their organization.
Businesses exist not only for their selves but for their market so they have to make a way to reach their
market. The best way is by the means of the internet. They should connect to their market. They should
align their selves to their market. They should let their market fell that they care. they have to make a
way to communicate like share thoughts in the net or through forums then companies must make way
to be involved to their market to know their opinions, comments, and how they feel .
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19. Companies can now communicate with their markets directly. If they blow
it, it could be their last chance.
The internet is such a big help not only to us normal people but those big heads in the business
industry. With the internet people get to communicate to far flung places. Its because of Email messages
is sent and received in seconds, minutes at the most. All you need is access to the Internet, an email
program, and the email address of the person with whom you wish to communicate. Every day,
hundreds of thousands of people are communicating through the Internet, conversing, collaborating,
working, playing they do everything through the internet. Friendships, marriages, are made and broken
on the Internet. Clubs are formed. Problems are solved. Jobs are found. Handicaps and disabilities make
no difference. Through email and the other methods of online communication, people have become
best friends without ever seeing or talking to each other. It is not uncommon for people to turn to the
Net for answers! So what is the bottom-line? Companies can communicate directly to their market.
How? The internet. The internet is the most powerful way on how to communicate to your market.
Businesses should believe in the internet. How can they communicate? There are lots of ways, like
blogging, emails everything. The internet is the most vital means of communication nowadays so
businesses should start using it and believe in it.
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20. Companies need to realize their markets are often laughing at them.
When you are in s business you should be too optimistic. Well first of all what is being
optimistic? For me, the meaning of being an optimistic person is when you think to positive. You think
that everything is alright and everything will come out fine. Why can this be your attitude in the business
world? If you think like this, you’re assuming that you will not have problems, your assuming that your
market loves you very much, which is a bad attitude, because you will never improve your service to
your market. On the other hand you should think is a pessimistic manner. Pessimistic which means think
negatively, should always be keen, you should always think twice, are my customer happy? Are they
satisfied? You should always have questions like these since it will improve you and your business. You
should realize that every single minute your market is always making fun of you, personally or thru the
internet. They are always laughing at your service, products everything. So as a concern person in your
business you should minimize this. You should minimize the people making fun of you. So you always
have to make your business friendly and serve your market properly so that you could minimize those
people making fun of your business.
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21. Companies need to lighten up and take themselves less seriously. They need
to get a sense of humour.
Companies are too serious. Maybe that is one of their reasons why they don’t want to
engage their selves to the internet. They should not only prioritize their products and their
services but also to prioritize the wanting of the mass. They should know how to joke around
and reach their market. How? Thru the internet, currently this is not possible, why? They don’t
believe that the world wide web is the means of conversation of the people. They don’t believe
that to reach their market they should go online and align their selves to the people. They
shouldn’t act that they are higher than the others. They should learn how to reach their market.
They should not act that they are too serious and no one can ever catch them. I believe that
when you have your business you should know how to mingle with your market. It doesn’t
mean that if you’re the owner you will no more be friends to your market. You should let them
see that you care, you should let them see that you do not have any difference to them. You
should have the sense of humour. How to enhance your the humour of a company? Well for
me the way to enhance the humour of your company is not literally by looking stupid and sees
how people laugh at you but not to be too serious if people or your market sees that you are
approachable, then they will like you.
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22. 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 should have sense of humor. What does it mean? To joke around? To laugh hard?
No! Definitely not, they should talk straight forward to their market. They shouldn’t be too shy or too
high not to talk to their market. Companies are too serious. Maybe that is one of their reasons why they
don’t want to engage their selves to the internet. They should not only prioritize their products and their
services but also to prioritize the wanting of the mass. They should know how to converse around and
reach their market. How? Thru the internet, currently this is not possible, why? They don’t believe that
the world wide web is the means of conversation of the people. They don’t believe that to reach their
market they should go online and align their selves to the people. They shouldn’t act that they are
higher than the others. They should learn how to reach their market. They should not act that they are
too serious and no one can ever catch them. I believe that when you have your business you should
know how to mingle with your market. It doesn’t mean that if you’re the owner you will no more be
friends to your market. You should let them see that you care, you should let them see that you do not
have any difference to them. You should have the sense of humour.
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23. Companies attempting to "position" themselves need to take a position.
Optimally, it should relate to something their market actually cares about.
How can a company be in a position wherein he can be marketable? What does it mean
to be marketable? For me, the simplest meaning of being marketable is by the means of your
market giving you attention. If your market do not give a damn about you, then you are not
marketable, your products is not marketable. What should companies do? They should not just
talk about the good things of their product. They should not only prioritize their employees and
pay them right. They should not only go into the internet and advertise. They should not be
self- centric and prioritize their own good. But to prioritize their market. What do they have to
do in order to prioritize their market? Do they need to give them freebies? Do companies need
to bribe them? No, definitely not! Businesses and Firms should know first who their market is,
and relate to them. How do firms can relate to the market? Talk to them personally, ask them
what they feel and what they need. No matter what freebies you give out cif you don’t relate to
your market, you’re just wasting your time and effort. First of all, before anything else I believe
that you really have to keep in touch to your market and know what they need.
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24. Bombastic boasts—"We are positioned to become the preeminent provider
of XYZ"—do not constitute a position.
What does it mean to be in position? Simply position is a position where somebody is in.
Does it mean in business you have a position if your the number 1 dealer of sardines all over
the world? Well, primarily it is in the economy but not in any place in your markets mind. Being
in the right position is just what the 23rd theses says. “it should relate to something their market
actually cares about. “ meaning They should not continue selling sardines to people who
doesn’t care for them, they should not be self- centric and prioritize their own good. But to
prioritize their market. What do they have to do in order to prioritize their market? Do they
need to give them freebies? Do companies need to bribe them? No, definitely not! Businesses
and Firms should know first who their market is, and relate to them. That constitutes a position.
The true meaning of a position is being able as a firm or business feel that your customer gives
credit to you. Your market is happy for your existence, isn’t that better than being the number
1 seller of sardines in the country? Well, it seems it is. For me, I believe that first before
positioning my own good and my own products, I should first be in a good position in regards to
my relation to my market, since if it do so, all the products will be admired and be given the
sense of attention.
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25. Companies need to come down from their Ivory Towers and talk to the
people with whom they hope to create relationships.
Companies view to their market is entirely different today. Before, company thinks that
whenever they have a nice and cool advertisement they will get their market to buy their
products. Businesses think that if they give freebies to their markets they get to encourage
them to buy their good. Businesses should step out of their well ventilated offices and go out to
the mass, go out and talk to them, let them feel that even your one of the board of directors
you care for them. You should know how to engage yourselves in conversations towards their
markets. Companies should not only talk and converse within their organization but outside of
their organization. Businesses exist not only for their selves but for their market so they have
to make a way to reach their market. Nowadays, markets are no longer easily manipulated,
they want to let those big heads talk to them so that they will get to feel that firms do not only
need their money but also their conversations and companions. Having a great relationship to
your market do not only mean that you have an edge against other firms, but you will get to
feel the loyalty and fidelity of your market.
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26. Public Relations does not relate to the public. Companies are deeply afraid
of their markets.
For me the public means the market. For the firms, the public means, those rich big
head like them. It means that whenever they make public relations, they make contracts about
their million dollar agendas. Well it is public relations, but not the public this theses is proposing
to. The public is the market. The public is the mass. The public is us. Companies are scared to
talk to their market? What should be the overlying reason? Are they scared or afraid to be
rejected? Why? I think that based on my own opinion, they find it boring and inefficient to talk
to their market and ask what they need. They find it time consuming and time wasting if they
talk to their market rather than talking to those big heads. They don’t prioritize their market.
Do they think its proper? Well they maybe thinking it is but their market do not even care about
them coz their market feels that those firms don’t care for them either. So it seems that they
really don’t prioritize their markets, so their afraid to approach them, maybe because the
market/mass knows best and their agenda’s will flop! What should firms to in order for them to
be accepted by their market? Te answer is, firms should build good relationship to those
markets, so that those markets will find time to know what they have.
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27. By speaking in language that is distant, uninviting, arrogant, they build walls
to keep markets at bay.
What does it mean to speak in distant? It means speaking and talking far from
eachother. What does it mean to be uninviting? It means less appealing or not appealing at all.
What does it mean to be arrogant? It means lifting your chair with your hands. Does it sound
childish? Sorry though, it is being done by businesses today. They don’t find time to talk to their
market. They don’t find time to know what their market needs. What matters most for them is
to give best products, but the problem is to whom? Since they don’t even find time to talk to
them. By these bad practices, businesses distances their market away from them. They just
throw out advertisements, but they don’t talk to their market face to face. Maybe before they
can persuade their market with those distant messages but now, markets are more
knowledgeable and intelligent they know what convincing things are and lies. Markets inorder
to believe want fine relationship to those businesses. By just being arrogant of your products
and lifting your chairs up, you just make your market further to you. You distant your market
from you and make them feel that they are less important.
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28. Most marketing programs are based on the fear that the market might see
what's really going on inside the company.
Almost all company’s has hidden agendas. Almost all company’s hs dirty secrets. That’s
what people don’t know. But, now its beginning to spread. No company’s will ever be
productive for long if they keep on hiding their agendas. But, their too good until now they kept
on hiding still markets are bribed because of their marketing programs. What are these
marketing programs? These programs are the things businesses do in order for them to be
known by the public in spite of the dirty things that they are doing. They give discounts, they
give out freebies, they help charities etc.initially people are happy and glad of what they hear
but they don’t know that those companies do that for their secret mission to be hidden. I
believe that no companies will ever succeed in this kind of practice. They will just realize profit
and earn in the start but afterwards fail and lose. For me, doing those secret things in a
business is very much immoral. Firms do those things just for the sake of their own good but
not for the sake of their customers or market. Everything done will have them pay for it. I
believe that what you do to others it will eventually go back to you. That’s what should be
addressed to those firms, markets can be manipulated but so are they. Not by the market, but
by God.
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29. Elvis said it best: "We can't go on together with suspicious minds."
We all know that business have their own hidden agendas. Businesses do not care of
what people will think about their company and businesses do not care of what impression
others have towards them. What businesses care about is that the products offered would
make the customers buy. For me, this phrase is a little bit challenging to explain but for me the
meaning of this is, businesses cannot go in the minds of the market today. Businesses cannot
bribe the market today. Since the market is intelligent enough to know how businesses become
to secretive about their agendas. Especially to those businesses whom really does secret things.
“we cant go on together with suspicious minds” says elvis, ehich is for me Elvis plays a role as a
big head in a certain business. The meaning of suspicious is, tending to believe that something
is wrong. That “suspicious” word is for the knowledgeable markets we have. If the people
knows and thinks that something s going on in a business, those businesses cant do anything
about. Which the statement declares. Maybe before when markets don’t care about
businesses, elvis can say that they can go together with suspicious minds, its because markets
don’t know anything about businesses. Markets are not updated of what suspicious things are
going on. For me, if my understanding of this phrase would be the right meaning of it,
businesses shouldn’t really do secret things, or hide things from their market. They should learn
how to converse and communicate so that there is a two way connection between the market
and the businesses. People today can no longer be manipulated. If they have suspicions, it will
stuck to their minds and don’t care.
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30. 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.
First of all what is brand loyalty? Based on research on Wikipedia.org, Brand loyalty, in
marketing, consists of a consumer's commitment to repurchase the brand and can be
demonstrated by repeated buying of a product or service or other positive behaviors such as
word of mouth advocacy. True brand loyalty implies that the consumer is willing, at least on
occasion, to put aside their own desires in the interest of the brand. Brand loyalty has been
proclaimed by some to be the ultimate goal of marketing. But nowadays, is brand loyalty is still
being done by the market? Maybe others still do but most of the market don’t. Why? What
should be the reason? The reason is, people are networked. People are connected and people
are always talking to eachother. So it means that they will never be bribed anymore. People are
easily communicated. People talk to other people through the internet at a very fast binding
speed. People share information through blogs and emails. People are smart compared to
those markets before. Its also because of the fact that they are connected easily and because of
the internet. Businesses can no longer twist the minds of the people. They can no longer bribe
the people. People thinks quickly, people are smarter. Because of the fact that people are
networked, it a great impact on businesses side. They can no longer play, they should make
products of quality, so that people will acquire it, people will like it, and people will have brand
loyalty.
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31. 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?"
Before, communication is such a gigantic controversy since it is very hard to do. People
uses pen and paper and sends their messages through mail. And then comes the telephone
which makes it sort of easy. Now, People use electronic mail. Email is really fast it is sent and
received in seconds, minutes at the most. All you need is access to the Internet, an email
program, and the email address of the person with whom you wish to communicate every day,
hundreds of thousands of people are communicating through the Internet, conversing,
collaborating, working, playing they do everything through the internet. Because of the
networked people, because of the internet in businesses it is very easy to search information
for your firm. You can easily search information, you can easily make contracts, you can easily
back out. Everything vital for a business to run is being manipulated through the internet. Its
very easy to change suppliers. Its very easy to change employers. They are not one mail away
but one e-mail away. Actually you can do it by seconds. Also, it is not only for businesses but as
well as the market. So, because of the ever changing things that are happening loyalty is no
longer practiced. For instance, as a manufacturing company, if you find other materials cheaper
rather of your existing supplier, then you change suppliers. It’s that easy, with the internet, you
can already communicate. Well, the disloyalty happening to businesses and markets nowadays
is partly wrong for me, but on the other hand it is really happening in businesses and it is
already inevitable to change suppliers, employers etc. The most constant thing in this world is
change maybe that’s one of the reasons why loyalty is no longer respected.
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32. Smart markets will find suppliers who speak their own language.
Why are markets smart? How do they get smart? Before, markets don’t care, before
markets just purchase things without knowing where it came from without knowing who made
it, and without knowing what it is made of, what matters to them is that they had the chance to
experience the benefits of a certain product. Those markets before is said to be stupid markets
now. Stupid market does things which smart markets do before. They don’t care where their
products came from, what a matter for them is simply to buy and acquire the product.
Compared to our generation now, people are much knowledgeable of suppliers who give
quality products. Actually those suppliers are businesses as well. They look for suppliers or
businesses that are different from others. They look firms that would satisfy their needs. They
look for businesses that will make them benefit to what they want. They don’t want those
businesses who just bribe their market, but does not perform what they promise to give to
their market. Businesses must be very keen that their markets are networked and are
conversations. Suppliers/ businesses are easily known throughout the network. There is no
need for the businesses to bribe the market. Markets will be the one to consider if those
businesses will be chosen by them. For me, I think that businesses should think of a unique and
distinctive way to reach their market so that markets would be able to glance at them. As time
passes by, the internet greatly impacts how the market decides. They find suppliers of products
they want by not even having the business talk to them, so as a result with the internet, market
easily do decisions.
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33. Learning to speak with a human voice is not a parlor trick. It can't be "picked
up" at some tony conference.
First of all what is a human voice? The meaning for me of the human voice is how we
speak, obviously because of the word “voice” but the thing is, the “human” word. What is does
it take to be a human? Well being a human is such a wonderful blessing an entity can have.
What I mean by this is, gadgets aren’t human, food aren’t human, books aren’t human. We
people are human. Being a human consist of not only a voice but a “human voice” which is
distinctive and unique, human voice means every person has different ways on expressing their
ideas, and expressing their selves. Things we say are innate because ideas in our minds never
had been equal to the ideas of others. The human voice is not bought compared to a cheap
parlor trick. Why is it compared to a parlor trick? Its because, a parlor trick can be bought while
the human voice can never be acquired in exchange of money. People has distinctive human
voices, they become famous, known and remembered because of it. It cannot be copied to eve
if sometimes or most of the times in our era right now that is driven of envy, people tend to
copy the human voices of people. But in fact, it can never exactly the same. This human feature
has to be developed and maintained. Why? It’s because of this, people become successful and
worthy. Every person should be proud of their human voice since it draws a mark in the world.
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34. To speak with a human voice, companies must share the concerns of their
communities.
Why is it important to speak with a human voice? For me, the main reason why people
has to speak with a human voice is because they have to be real. They have to true, they
shouldn’t just speak for the goodness of others but to speak out the truth. To be able for
companies to speak with a human voice Companies should to be known and to trusted by their
market, they should be able to also have a big concern on their community. They should
prioritize the people inside their community, let them fell that businesses care for them. How?
One means is the internet. The internet is the most powerful way on how to communicate
others. Businesses should believe in the internet. How can they communicate? There are lots of
ways, like blogging, emails everything. The internet is the most vital means of communication
nowadays so businesses should start using it and believe in it. Also to speak with a human
voice, company should interact to their community. Company’s should share the concerns of
their market. They should converse regarding different things not only converse on things that
would give credit and betterment for their company. If they do so, if they react to the concerns
of their market, their ideas would not be focused on the company but to the community, they
will reflect to the concerns of the community which would yield to comments and opinions
from them, which makes them sound human.
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35. But first, they must belong to a community.
Businesses should belong to the community. What does it mean? To tell you honestly I
don’t really get this theses, but for the sake of the theses “market are conversation” I will
converse to you, and well, you might listen to what I mean. For me, the meaning of this phrase
is that, before anything else, businesses including the staffs, the CEO, The owner, the janitor,
the maintenance team, the checker, everyone that completes the businesses should first
belong to a community. What is a community by the way? Based on my research about
community, a community is a group of people who lives in a certain area. What is so relevant
about this? When people is in a community they have interaction. People tend to know the
feelings of others, the situation of others, the excitement of others, the laughter and pains of
others. That’s the relevant experience one person can ever achieve in a community. So what’s
the importance? In a business you interact, in a business you decide for the good of others, in a
business you sometimes tend to be in a situation that you don’t want to be in. That’s the
relevance of the experience in your community, you apply it to your business, when you face
such situations, you know how to interact with it. You’re not an alien of what is happening, you
know how to solve those problems. Its because, before you go in that certain business you are
already immersed in your community. Actually, its the same thing in business, you have your
own community.
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36. Companies must ask themselves where their corporate cultures end.
Every person has the right to do things. Every individual has the right to be respected
and the right to live. With those rights people live the way and how they want to live. No one
can ever interfere and change how they want things to be. On the contrary, the big thing
people must not forget is their limitations; they can do anything they want to do as long as they
know their limitations. How does this apply to the corporate world? Companies have their own
rights but also they should really need to know their limitations. What limitations? They should
know their limitations to their customers and to their people. For instance, in a organization or
a firm, those supervisors can do whatever they want to their subordinates, for example they
would tell those subordinates to do tasks, and to perform things to benefit the company. Those
supervisors can command his subordinates but they should know their limitations, they should
not step the rights and the respect should still be given to them. This is an example of this
thesis. Make those companies as the supervisor and the subordinates as the people around
those companies. They should know where there culture ends. What does it mean to know
their culture; it means that they should know how to act outside their companies. They should
know where their boundaries are and should act as normal people. Their positions should only
be protected and respected inside the company but when it comes to the real community they
should act like normal people do.
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37. If their cultures end before the community begins, they will have no market.
When the cultures of the firms end before their community begins, the firms will have
no market. What does this mean? The firms should always be updated to their customers. If
they will not be updated, their competitors will eat them up and will conquer the whole
market. Why is it important to be updated to their market? For them to know what to serve
and give to their market. Here is an example. If I am a fashion designer, I design cool clothes for
men and women. Men and women ages 18- 28 are my target. If in my firsts deviations of
clothes I get to let them buy, my work do not stop there, I must still study and analyze their
needs. I must not be comfortable that they will always be there to buy what I give out, I should
know what they want. If not, my competitors will eat me up. They will get to have my
customers because they know what they like. So my point is, as a firm or any person that works
for money, you should always prioritize the needs and wants of your market. They will not be
the one to tell you what they need. In a business, you should be the one to prioritize your
market. That’s the key for your business to be viable. Your business will never stay and be a
legend if you don’t know how to prioritize your market.
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38. Human communities are based on discourse—on human speech about
human concerns.
Human communities are based on discourse. What does it mean by that? Human
communities are all about conversations. What does this mean? Communities consists of
conversations and communications between them. Every thing is about their concerns and
ideas. For us Filipinos, we love to talk, it is in our blood to be”madaldal”. Just kidding, well
unfortunately we are really. Going back, because of the human communities are based on
conversations, it means that markets are conversations. It is actually the first theses of the clue
train manifesto, markets are conversations, because of the community conversations are made,
because of those conversations those firms listen to those communities and know what they
need and want as a result those firms get to know what to offer to different communities, since
every individual in that community possibly has the same needs, and of course those firms are
also involved in those communities. For a conclusion, it only means that people are perfectly
linked together to share ideas and concerns. Communities will never ever exist without
discourse. It will never survive without discourse. A community will not be a community
without people conversing, without people sharing things. In our situation right now, does this
discourse still happen? Definitely yes, not only in the community but also in each and every
ones roof. People talk, people share stuffs everywhere anytime. Because of those
conversations, they get to be more knowledgeable every single day of their lives. People don’t
get to live without those conversations. No man is an island.
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39. The community of discourse is the market.
What does it mean to be a community of discourse? It means a community of

conversations. This is definitely true, In those conversations in the community, the market lies.
Why? For example, in our community we talk, we shar information to one another. For
example, me and my fellow friends shares the same wants. Because of that same wants we
have we are the market of what we want. For instance, if we love pocket books, then we are
the market of the pocket book publishers or makers. Because of the conversations we have, we
share the same wants and we give out comments of what we need. That makes us the market.
Because of the discourses made the firms are aware of what the needs of the market is.
Intelligent firms know what to do when they listen to their markets conversations. They make
those needs possible to possess and acquire. That the role of businesses that wants to prioritize
their market and earn, businesses should always listen to the community’s conversations
because it is one of the reasons for them to make money. It is one of the reasons for them to be
efficient and productive. What will happen if firms do not listen to their market? Firms would
just guess what to offer, firms will just guess to whom they will offer. As a result, those firms
who do not prioritize their market will just lose. They will not be efficient and productive since
no one cares for what they offer.
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40. Companies that do not belong to a community of discourse will die.
Is it important for companies to be involved in the discourse of the market? Of course

yes, if those companies are not included in the conversations of the mass, then they will die.
What does it mean to die? It means to lose. Those companies that is not felt and heard by the
mass will not be given attention. No one would care for them since no one talks about the.
What would be the effect to the company if no one talks about them? Then the effect would
be, no one will acquire what they offer it’s just as simple as that. Let us have an example. In a
community or even in a classroom, programming students are talking about those cool new
apple macbooks, they share information of what they like about the same item, then eventually
after some canvassing and reviews they get to buy the same laptops which would be given out
by apple. As a result, the niche market which had the same need and wants was talking about a
certain product of one company, how did apple make it? It’s because they are in the
conversations/discourse of the niche market. See how important it is? Because of the
conversations of those programming students who share the same needs and wants, they talk
about it, they make comments about it, then eventually buys it. That’s how fast and easy it
goes. As long as your firm or products are into your market’s conversations, then more likely
your business will not die.
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41. 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.
Companies make a religion of security? What does this mean? It basically says that the
company itself is structured with security. For instance, HSBC building built with hidden
cameras, full operations of numerous number of security guard that would maintain their
assurance of comfort and security. Those CEO has tons of guards, because of their security
issues Employees have their own benfits for their security, like those insurances that is given to
them. Literally, that’s what it means having a religion of security but, it is said it is not true or
red herring this is not the meaning of being secured. Being secured means is that you have full
security and protection against your competitiors. But the underlying problem is, they are not
really protecting their company against their competitors. That maybe the reason why other
company or firms fail to operate since they don’t care about their competitors, which
sometimes leads to failure since those competitors are already over you. In a company you
should really protect your firm against your market. For instance, if BDO and Metrobank knows
the hidden things they do in order for them to keep the equilibrium of their market, then they
will lose, since everything is all about the techniques of a firm on how to handle their market. If,
firms aren’t secured then other competitors will go after them. Copy what they do and even go
beyond your sales. That’s the point of this theses. Companies should always be protected from
their competitors.
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42. 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.
What is a networked market first of all? A networked market is a market that is

networked or linked. Is it a little confusing? Here’s an example, a market that shares the same
passion, a market that shares the same wants, they converse through the internet and chat,
those markets are networked because of the net, and they are of course the market. Also,
markets may also be networked without the internet, network means a set up or connection
As the theses says, “people are talking to each other directly inside the company” it means that
the market are not only outside the company but also inside the company that are primarily the
ones who must be listening to the market outside, it’s kind of confusing, let’s have an example.
The company obviously as mentioned in the other theses must be checking the condition of
their market, knowing what their market needs and what their market wants. But as this theses
says, it is not only the business who looks at the conversations of the market but the business
itself has discourse which may also be a market. Example is, those employees may also have
discourse regarding stuffs they want stuffs they need which may also be a market. Markets are
found everywhere, markets is always everywhere, it just depend on those firms on what to
offer to their market for them to be viable and be given much attention as those firms always
wanted.
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43. Such conversations are taking place today on corporate intranets. But only
when the conditions are right.
How important are conversations? Especially in a company a conversation is a vital thing

that is not minimized. People converse because of ideas thoughts comments and suggestions.
But the big question is how? Since the internet is a wide public place where you can converse,
comment and interact not only normal people do so, but alos those executives that are into
conversing to their co- executives. For companies, they have their own intranet to start with,
first of all, what is an intranet? Based on my research an intranet is a private computer network
that uses Internet protocols and network connectivity to securely share any part of an
organization's information or operational systems with its employees. Now we know what an
intranet is, so what is the importance of having an intranet? It’s all for security. Vital
information that only has to be accessed in the company is placed in the internet. Now, what is
the thing out of this, conversations are made inside the intranet. Employees and big heads of
the companies uses the intranet to communicate, other companies had blogs enabled to their
intranet for their benefits. Why do employees converse? They converse for decision making for
their benefit. They converse to make new innovations and to make decisions that would serve
their market. In a business it is very vital to communicate since without communication and
without communicating to your co- employees no one would be in the right track.
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44. Companies typically install intranets top-down to distribute HR policies and
other corporate information that workers are doing their best to ignore.
Companies use the intranet to facilitate their needs to communicate to their employees
and to spread information needed for the betterment of the company. Those powerful people
that are called stakeholders of the company surely wants information to be spread in a smooth
manner, and information are also organized smoothly. Primarily, that is one of the main
reasons why firms use the intranet to help them facilitate their needs in terms of
communications and privacy. On the contrary, employees don’t care about those
communication means and protocols when intranets are supposed, employees don’t care
about what those policies are, and employees don’t care about the benefit of those protocols.
For example, if I am an employee, I would not too much take that corporate information too
seriously, I wouldn’t be too serious on those Human Resource Policies, since I am not aware of
what would really be the benefit of it. Since, when using the intranets of companies, I can also
have easy access to the internet as well. I would rather chat with my college friends, I would
rather surf the internet of the new technology that are in, I would rather go into my social
networking sites like myspace, multiply, Friendster facebook etc. Comparing it to reading the
protocols of a firm, that would have me nosebleed on the English words that are very hard to
understand, employees barely take those information seriously since what they have in mind is
“it doesn’t matter”. For me, this problem should be avoided.
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45. Intranets naturally tend to route around boredom. The best are built
bottom-up by engaged individuals cooperating to construct something far more
valuable: an intranetworked corporate conversation.
What does it mean on the saying “ Intranets naturally tend to route boredom?” Because
of an intranet, people get to collaborate with people that are in their same field. For instance,
employees with their co – employees connected to the intranet, they get to have same relevant
information, they get to post blogs regarding their experiences in work, they get to comment
out on what they think about their work etc. People get to understand more about other
people and also they get to share things that others would be able to relate on. If I were in the
same shoe, I would kill my boredom and use the intranet as my tool for killing it. Also, in the
second phrase “The best are built bottom-up by engaged individuals cooperating to construct
something far more valuable: an intranetworked corporate conversation.” Those employees
would greatly be collaborative and connected to other employees as well to share ideas and
opinions so that they will be more determined and devoted to their company. Employees
should feel that they are accepted, intranets is a good innovation for a company since
employees would feel that they are part of the company since they can freely share what they
have in mind. Also, intranetworked corporate conversations should also be applied, for me the
meaning of this intranetworked corporate conversations means that even the top management
big heads would be able to speak and to listen to their regular employees. With the use of
intranets, as a stakeholder of a company, you would build your employee retention.
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46. A healthy intranet organizes workers in many meanings of the word. Its
effect is more radical than the agenda of any union.
Why do firms has to be organized? To understand quickly first lets figure out what the
word organize mean. Based on my research is the act of rearranging elements following one or
more rules. let’s have a example. You being an individual has to be organized. What is the
importance of being organized? When a person is organized, they run things smoothly, they
reach their goals easier than having everything scattered around the place. Everyone needs to
be organized to be proper and to live smoothly. Now, having a healthy understanding how
important to be organized, lets now link it to business. Being organized in a business is a strict
requirement. Things that has to done has to be broken down into parts and sections, while also
achievements. Files should be organized, everything should be organized. In a business if you
are not organized then you will not yield to anything but mess. With the rise of intranets to help
businesses achieve its effectiveness and efficiency, it had really impacted the business to be
organized. In what way? Information are shaped into a database, comments and suggestions of
employees is stored in one place in the database, reactions of the market is in stored in one
place in a database, everything is properly managed everything is smoothly flowing. That the
main advantage of having intranets, to give business the opportunity to be organized. Wihout
the intranets, companies especially those big ones would have a hard time to survive since it is
difficult for them to be managed without intranets helping them.
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47. While this scares companies witless, they also depend heavily on open
intranets to generate and share critical knowledge. They need to resist the urge
to "improve" or control these networked conversations.
In a business, not only the top management are the ones who draws conclusions, who
makes decisions for the benefit and to earn, who manages the whole organization, who handles
all problems. Surprisingly, those influential people also depend on the intranets they have in
their organization. As we think, those stakeholders don’t depend on the intranet. Those
stakeholders has the intranet for their employees, this theses proved it wrong. Stakeholders
also depend on the comments, suggestions, opinions and conclusions of their people. They also
care, they also check what they have in mind. Then from the information they had acquired
from normal employees they get to draw conclusions and decisions out of it. Because of the
help of the intranet, to an organizations, those stakeholders are being looked up on, because of
the beneficial decisions they had drawn out, without knowing that these are just the ideas,
comments and suggestions of their poor people. As a result, the intranet had greatly impacted
how business and organizations run, the intranet had influenced how people work.
Stakeholders depends on the intranet, they care a lot since they are knowledgeable of what
benefit it may yield a company. On the other hand, conversations made throughout the
intranet has to be controlled also, these conversations should also be minimized since
information being spread may also be the hindrance of detriments to the company. It may also
yield to less success rather to a success for the firm. As a conclusion, markets are conversations.
People without conversations would be useless. People help people. Without communicating
no one helps people.
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48. 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.
We all know that the having an intranet is such a big help. It is also a competitive
advantage of your firm against the others. Such advantages are the following. It can increase
the productivity of your business since because of the intranet your employees can have real
time communication to your market “When employees can use intranet discussion forums to
access customer problems and feedback and brainstorm product improvements, you can
improve quality and create new products that meet or exceed your customers' expectations.”
Another advantage is having a competitive edge against your rivals on your business field.
Having a competitive advantage is the key to success in today's marketplace. An intranet could
be just what you need to gain that important edge over your competition. With the use of the
intranet, you achieve higher efficiency and effectiveness that surely is beneficial to your
company. On the other hand, as a firm reaching out to be efficient, you should also have
protocols and limitations on your intranet. Protocols that should be centralized throughout the
firm and should be strictly implemented. Let’s have a metaphoric example, if I have a son that
wants to go out with his friends to go gimmick, I would let him since it’s his first time and he
had been wanting to feel the experience on how fun it is, but unfortunately, he is still wanting
to go out the day after that gimmick and have another gimmick. As a mom, I wouldn’t allow it
anymore since going out once in awhile is more than enough. It is just like having intranets in
your firm, you should not be too much cool to your employees that they can do whatever they
want to do without limitations, if it does though, information would be useless and less
beneficial.
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49. 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.
First of all, what is an organizational chart? Based on my research “is a diagram that
shows the structure of an organization and the relationships and relative ranks of its parts and
positions/jobs. The term is also used for similar diagrams, for example ones showing the
different elements of a field of knowledge or a group of languages.” When the top
management gives out duties to their subordinates, those subordinates would be the one who
would mandate to their subordinates under them what to do and what are the duties that has
to be done also, one reason of the organizational chart is to differ the level of employees of a
certain firm, it is used to know who really is influential to a company as it goes down. This is the
main advantage of the organizational chart. On the other hand, because of the rise of the
intranets in businesses, do these organizational structures is still being strictly implemented?
For me, of course it is, and all businesses do implement theses hierarchy, but when intranets
came, people get to speak to the higher ups, ordinary people gets to talk and converse
informally to highly influential people, not like before that those simple employees cannot
collaborate to higher stakeholders of the company. On the contrary, even the rise of the
intranet is being thoroughly accepted; people still respect the organizational chart. People is
still knowledgeable who their mentors are, employees still know the levels of hierarchy of a
certain business.
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50. Today, the org chart is hyperlinked, not hierarchical. Respect for hands-on
knowledge wins over respect for abstract authority.
First of all what is an organizational structure? Based on my research an organizational

structure is a mostly hierarchical concept of subordination of entities that collaborate and
contribute to serve one common aim. Organizations are a number of clustered entities. The
structure of an organization is usually set up in one of a variety of styles, dependent on their
objectives and ambience. The structure of an organization will determine the modes in which it
shall operate and will perform. Now we know what an organizational structure is, now I have a
much easier simple definition, an organizational structure is mainly the breakdown of duties.
What is the importance of an organizational chart? The importance of it is responsibilities is
scattered which makes the firm efficient. Imagine a company that is highly influential and
known without an organizational structure, damn it will be a mess. Before, the organizational is
hierarchical meaning it suffice the meaning of it, standard thing having top management and
subordinates, but know the structure of an organization is linked. Just like having an intranet
for a company to make people link and talk to eachother. What is the advantage of having a
linked structure, all for security. Vital information that only has to be accessed in the company
is placed in the internet. Now, what is the thing out of this, conversations are made inside the
intranet. Employees and big heads of the companies uses the intranet to communicate and as
you can differ from the hierarchical structure, people in intranets are not grouped but is one
group even he may be the most influential person in the company.
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51. Command-and-control management styles both derive from and reinforce
bureaucracy, power tripping and an overall culture of paranoia.
Before anything else, these words aren’t too clear, so lets define it. First Command and
Control, The Command and Control form of management is based on military management.
Primarily, the idea is that people do what you tell them to do, and if they don’t, you yell at them
until they do and if they still don’t they get higher punishment. Next is the Reinforce
Bureucracy, reinforce bureaucracy is the applications of such protocols that someone believes
and implies everyone to follow it. On managing things and people, every person has their own
styles on how to handle or manage it. Every individual believes in styles they think their
subordinates would be able to adhere to and be scared of. Just like the two examples of
management’s styles which are the command and control and reinforce bureaucracy, these are
all derived from power tripping and paranoia. What is power tripping? Power tripping is the act
of having control over other guys. So, as the 51st theses says, all these management styles are
derived from power tripping and paranoia, people just want other people to look up to them,
kiss their ass follow them and if not, corresponding consequences would be given out. Here in
the Philippines these management styles are oftenly used since those handlers think that they
would get the respect and priority from their subordinates, but the true thing is, you don’t have
to do all these styles to make people do what you tell them so, but to also be a good model for
them.
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52. Paranoia kills conversation. That's its point. But lack of open conversation
kills companies.
What does it mean to be a paranoia? Based on my research being a paranoia means

“Paranoia is a disturbed thought process characterized by excessive anxiety or fear, often to the
point of irrationality and delusion. Paranoid thinking typically includes persecutory beliefs
concerning a perceived threat towards yourself.” Being a paranoid kills conversations, being a
paranoid resists people to say and communicate what they feel, being paranoid kills
conversations because it weakens you as a person to express what you feel, and hide what you
want to give out. In the business side, as it is stated in this theses, lack of open conversations
kills companies. Companies only depends on what their market is talking about, they have to
make a way to communicate like share thoughts in the net or through forums then companies
must make way to be involved to their market to know their opinions, comments, and how
they feel. It is then applied that companies has to listen to their market. But the question is,
when lack of conversation happens, what would then happen to these companies? Will they
still survive? The answer is defiantly not. Because of theses conversations, companies gets to
know what they should be catering to their market, because of these conversations that
happen outside the company, firms get to have ideas that would make them come up with
products that would be wanted by their markets. Without these vital conversations, companies
will be dead since they don’t have anything to start with.
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53. There are two conversations going on. One inside the company. One with
the market.
In this world it to be on business, there is two worlds of conversation going on, one
with the company and one with the market. In the company, they have conversations on how
products should be delivered and how products should be processed, as well as how to manage
their market, how to reach their market, everything! Everything inside a company has its own
conversation going on which they think would be highly influential for their benefit to realize
profit. On the other side, let us go now to the conversation of the market. Lets go back to
markets are conversations, what does it mean that markets. It litrally means that markets are
“conversation” Markets are conversations because us people being the market are know by
firms through communications conversations are made that are not known by those
companies. But on the other hand, because of the conversations done by those markets, Firms
become knowledgeable of what they should cater us, what we need and what edge we want in
order to patronize their products or services. Also through conversations we consumers would
be able to know what is "in" and what businesses cater. Through conversations organizations
become knowledgeable on how they would be the edge through other company's without
conversations they will never know what they should produce and what users require. These
conversations cannot be washed or taken away, since the business people and the markets are
dependent to each others conversation. These conversations are very much prioritized.
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54. In most cases, neither conversation is going very well. Almost invariably, the
cause of failure can be traced to obsolete notions of command and control.
Conversations is from the voices of every individual. Conversations are made because
people wishes to give out what they think people wishes to give out what they believe in. In
those conversations some words from every mouth of an individual may be influential, for
instance words coming out from the president of the Philippines. When Gloria Macapagal
Arroyo speaks for the nation, everyone listens, everyone cares and everyone is affected. That’s
one example of being very influential. On the other hand, there are cases that conversations
are not that too influential but very distractive and improper. For instance, gossiping someone
whom is not even doing anything. Gossiping someone is just a fictional thing that people do,
what would be the effect? Nothing, the effect would be plain trouble. So what would be the
rationale behind this, In most cases, neither conversation is going very well. Not all
conversations is being used as a source of conclusion and goodness, but may also be badness or
nonsense. The causes of theses conversations sometimes is affected by overpower of people
through command and control. For instance, one person would gossip the others since he
thinks everyone would listen to him and every one would take his side, he would assume that
no one would be believed at but only him since he thinks that he controls everyone and his the
big boss of everyone, while gossiping the other person even the person being gossiped isn’t
doing anything. What would be the cause? Because of powertripping, people sometimes make
up conversations even it is not true and real.
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55. As policy, these notions are poisonous. As tools, they are broken. Command
and control are met with hostility by intranetworked knowledge
As in the past theses advised, a notion of command and control is being driven into
nonsense meanings and explanations to people. People use their command and control
authority to do things that is not really valued and proper. People uses the command and
control authority to just list and reinforce protocols to people, they make people do things and
make people have punishments if they do not adhere to it. Just like the military does when
someone gets hooked into something and wouldn’t be able to finish stuffs that is authorized for
them, then they will have inhuman punishments. On the other hand, in intranetworked people
in companies, command and control is not honored. In an intranetworked society, command
and control is not practiced rather fairness and equality. People get to speak for themselves
without a leader telling them not to do so. Still, in a intranetworked organization, duties are still
participated by various employees, supervisors still manage and checks them. In a
intranetworked society, the advantage is, employees get to do things that aren’t related to
their fields and duties. After work, they get to blog stuffs, after work they get to check their
private e-mails, after work they get to surf the internet, after work they get to do their stuffs,
yet their managed perfectly. It means that people also have their own freedom to express their
selves rather than kissing a military leader’s ass. In an intranetworked organization, because of
the freedom and benefits they get when using the intranet and also the internet, the company
build their employees retention.
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56. These two conversations want to talk to each other. They are speaking the
same language. They recognize each other's voices.
What does it mean to have a voice? Since people are unique and distinctive from one
another. They act, they do things, and they think differently that’s why are known having
different voices in conversations. So, when they converse with other people numerous times
they get to have their own “voice” which is very different from others. . This means that,
everyone one of us is known by others individually. We cannot be known with the same
characteristics as others are known. On the other hand, people sometimes act as if they sound
like others. Because of the voices every individual has, companies and markets has their own
voices and they speak together. They recognize each voices since they know about them.
Businesses know how their market talks, market knows how businesses talks. Also, they are
dependent to one another. Businesses depend on their market to know what they need. What
do they have to do? Talk to them personally, ask them what they feel and what they need. No
matter what freebies you give out if you don’t relate to your market, you’re just wasting your
time and effort. First of all, before anything else I believe that you really have to keep in touch
to your market and know what they need. Businesses do these conversations to their market,
they are dependent to them. On the other hand, markets are too, they also talk to their
suppliers and tell what they need, converse what they want. The company- market
conversation are dependent to one another, they don’t exist if the other fails.
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57. Smart companies will get out of the way and help the inevitable to happen
sooner.
Smart companies will get out of the way of all the instances that occur today. Since the
business industry is very much known for controversial things. For instance, those companies
that have their own hidden agendas and secrets to do stuffs and operations to serve their
people. One example businesses that make money through selling drugs, they hide their
operations, they hide their real manufacturing processes because of the fact that what they are
doing is wrong and unacceptable and because of the fact that whenever people will know what
the real thing is, not only stopping the business would happen rather influential people that
makes those dirty business run would be in stake. The question is, why do they keep on hiding?
The answer is because if the mob knows whatever agenda they are into, they will be in deep
trouble. So as to say, these smart companies like my example do stuffs that are not inline of
their dirty business. They help poor people, they give out relief goods, they cater the sick this is
only one way of bribing the people to cover their eyes of what really the true thing is. Those
immoral businesses resists the fact to let the mass know what their dirty job is so they do stuffs
that will be entirely opposite of the bad things they are into. They do those bribing things to
resist the unstoppable thing that may happen. What would it be? People knowing what dirty
business they are into. My example suffice the thesis, those smart companies do things to resist
i n e v i t a b l e t h i n g s t o h a p p e n .
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58. If willingness to get out of the way is taken as a measure of IQ, then very
few companies have yet wised up.
Before anything else, what is I.Q? Based on my research is Wikipedia.org the meaning of I.Q
is Athe Intelligence Quotient or IQ is a score derived from one of several different standardized
tests attempting to measure intelligence. The term "IQ," a calque of the German Intelligenz-
Quotient, was coined by the German psychologist William Stern in 1912 as a proposed method
of scoring early modern children's intelligence tests such as those developed by Alfred Binet
and Theodore Simon in the early 20th Century. Now we know what Intelligence Quotient is,
now let me explain the meaning of this theses. Using the example of my past explanation of the
57th theses, the dirty business of selling and manufacturing drugs. Those businesses of selling
drugs are intelligent enough to know what things they should do in order to hide the real
processes they do. What do I mean by this? Businesses that sell drugs know how to hide the
real thing, they show people that they are innocent, they show people that they are clean and
humble. It’s because they know how to think and hide stuff. It may give thanks for having he
right mind of thinking and for having a good Intelligent quotient. Without that intelligent
quotient and greatness to think, would they be able to think of things that would let the mass
think that they are humble? No! Definetely not. This theses only points out one thing. If
businesses don’t have any intelligence to think for the benefit of their business or operations it
will not yield to anything. It wouldn’t be possible for a business to strive without them knowing
to think and decide properly.
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59. However subliminally at the moment, millions of people now online
perceive companies as little more than quaint legal fictions that are actively
preventing these conversations from intersecting.
It seems that even as a sheer simple person the way we live today s greatly impacted by
the modern civilization. For instance, we live differently because there are knew
technologies that have been invented. Before we sleep 9 pm sharp and wakeup early to and
eat breakfast, now because of the internet we sleep at around 4 am and wakeup and eat
lunch. This only suffices one thing, because of the modernization that had been occurring
people act and live differently compared before. The modernizations in the lives of the
people do not lay only for the lives of the people but also in the market to businesses
relationship itself. In the business world, businesses always wants their market to be happy
and to be satisfied of what they could offer which sometimes leads companies on lying so
for them to just make their market happy. What is the meaning of “preventing these
conversations from intersecting.” For businesses, Conversations to their markets wants
them to always be satisfied and whatever wanted by the market is covered and served by
the businesses. Businesses do not want their ideas and the markets ideas to intersect. What
they are after is, markets should be able to want what they offer and vice versa, businesses
should want what their market is wanting for. But now, it says in this theses not only old
fashioned way of conversing to the market is being done by the businesses, they also have a
little bit more on hand.
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60. This is suicidal. Markets want to talk to companies.
Markets want to talk to companies. First of all, this should be one of the things that
companies should prioritize. Companies should talk to their market. Companies for them to
know what their market wants, they should engage their selves into conversations that would
make them informed the needs of their markets. I will relate this theses to me, for I am a
market. As a market, and as I suppose, businesses are after me since they will make money
because of me. When I buy their products they will earn. When I avail their services they will
earn. But as a market, it is not only the buying per say is relevant, but the relevant thing is, are
the things I’m buying, are the things I need and wanted? That’s the big question. Markets that
do not want the things you offer would never buy what you’re offering. Since markets are
intelligent enough to what investment they will be putting their money. This only means that,
markets wants to talk to companies to suffice what they need. When market talks to
companies, companies would be able to be informed what the needs of their markets are. By
conversing to their market, it would be plus points for the companies itself since whatever they
produce would be acquired by their market, since first of all before the production of such
demand, it is asked by the market. The two way conversations of companies and markets is
very relevant for both parties to be contented.
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61. Sadly, the part of the company a networked market wants to talk to is
usually hidden behind a smokescreen of hucksterism, of language that rings
false—and often is.
In the past theses, it says that markets wants to talk to companies. Why? As a
market, people wants to be heard and prioritize. No matter what businesses give out it will
never be viable since it is not what people demand for. The problem now is, the market wants
to talk to them, and the negation is the companies do not take time do converse with their
market. Companies do not take time to know what their markets need and want. What they do
is they only come up with new and fascinating products but the underlying question is, does
their market need it? Does the market want it? That is why at the end of the day companies
end up losing. Companies just invest on the infrastructures they need to sell the products they
have, companies just invest on the powerful and clever employees they have, companies invest
on the materials they use for their products manufacture. Yet, the primary thing that has to be
done initially before what companies are doing today is, conversing with their market. I wonder
why companies are like that, they have all the money to do things, why not invest on
conversing with their market? For me I believe that markets are very eager to talk to those
companies that have been catering them things they don’t need, the big problem is, there is no
one to talk to. Those big heads of the companies are closed doors to hear the words of the
mass. Influential people of companies do not care about the micro but the macro.
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62. Markets do not want to talk to flacks and hucksters. They want to
participate in the conversations going on behind the corporate firewall.
Markets are very much eager to talk to those corporate people that are behind the
management of companies. Markets don’t just want innovative products to be given out rather
than just accepting offerings that are not even wanted by the market. Considering the fact that
when the market gets to talk to the companies, markets do not want conversations that aren’t
realistic, markets do not want conversations that are just full of bribery and markets wants
conversations that are really in line with the corporate influential people. To further explain,
here is an example. For instance I am a market, I want to be heard for the management to
know what I need, I wouldn’t talk to sales ladies or the ranked in file employees of such
companies to explain what I need and feel. Why? Since I have no assurance that my
conversation with them will be clearly heard by influential people of such companies. As a
market, I would like to talk to corporate people that would really value my concern; I would like
to talk to influential people that would really act on my needs. Why? If would get to talk to
those influential people of those companies, then as a market I would be able to have peace of
mind and I would be able to have the word that my concern would be processed rather than
talking to a ranked in file employee which assures me that no concern would be heard by the
top management.
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63. De-cloaking, getting personal: We are those markets. We want to talk to
you.
The markets that I have been talking about for about 5000 words already is me, is you
all of us. The markets that have been catered all our lives by companies are us. As a market we
want to be heard. First of all, this should be one of the things that companies should prioritize.
Companies should talk to their market. Companies for them to know what their market wants,
they should engage their selves into conversations that would make them informed the needs
of their markets. I will relate this theses to me, for I am a market. As a market, and as I suppose,
businesses are after me since they will make money because of me. When I buy their products
they will earn. When I avail their services they will earn. But as a market, it is not only the
buying per say is relevant, but the relevant thing is, are the things I’m buying, are the things I
need and wanted? That’s the big question. Markets that do not want the things you offer would
never buy what you’re offering. Since markets are intelligent enough to what investment they
will be putting their money. The bottom line is, us markets wants to be heard. Us markets want
to converse with companies that have been giving us products and services we never liked, us
markets wants to be prioritize for after hundreds of years we want to be served. After hundreds
of years we want to be heard.
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64. 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.
Every business has their own tools and techniques in order for them to be efficient and effective
when reaching their markets and offering their markets products and services. Every entity in the
business world has different approach on having a competitive edge among their competitors.
Competitive edge is a must in a business since it makes you more viable to your market when
competitive edge is made possible. Businesses exist primarily because of the profit. Businesses want to
be competitive because they want to realize profit. The existence of businesses is about making money
and return on their investments. That is the main reason why businesses spend hundreds of dollars to
have their advertising and for their promotions because in exchange of the advertising and promotions
companies gets to realize profit in exchange of the advertising investment they have shelled out. On the
side of the market and the mob, the point of this thesis is they don’t care of the promotions, the market
don’t care of the cool websites that introduces such products of businesses. What they are after is, they
want to be involved in the corporate function of businesses. The markets want to know the plans and
strategies of businesses. They just don’t want businesses hiding their hidden agendas and relevant
things. People wants to be involved in the company, not only in advertising and marketing but also all
the information that lies behind everything.
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65. We're also the workers who make your companies go. We want to talk to
customers directly in our own voices, not in platitudes written into a script.
In a business hierarchy is practiced and as well as power. Each person that builds a company has
its distinct and unique responsibility in the organization. In a organization examples of hierarchy is the
Chief executive officers, president, vice president secretaries and subordinates. In this thesis, the one
speaking is the workers. Workers whomare only dependent on their boss’s and team leaders. Whatever
is said to the boss’s, it will be passed to the workers and workers have no right to object and to negate
whatever responsibility is given to them including the time and date is has to be fully accomplished.
Based on my observation, what I am saying is definitely current in the world of business. On the other
hand, what others don’t think without those poor old workers in a business that is not recognized at all
in big meetings, in special occasions, they are the ones who makes the business run. They are the heroes
of the business which enables the business to make money. Without them, even with the most
influential decision maker of the firm, no one would do the real hard work since the poor old workers
that are very much influential to the company is gone. Based on this thesis, it says that workers want to
talk to those markets with their real voices. Workers want to have conversations with the market. The
only problem is, they don’t have the power, just like the big heads of the company, who is in fact, having
a vacation in Italy and Rome.
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66. As markets, as workers, both of us are sick to death of getting our
information by remote control. Why do we need faceless annual reports and
third-hand market research studies to introduce us to each other?
The market and the workers jive together. Why? The Market is not valued by companies and
such as those workers. The situation of the markets and workers are perfectly the same. What does it
mean when you say both of us are sick to death of getting our information by remote control? Both the
market and workers are just being dictated by those companies. In the side of the market, companies
just deliver them whatever companies think will suite them. But those companies never tried to
converse and talk to their market about their needs and wants. Companies never devote time and effort
to talk to them. On the side of the workers, they are also dictated by those companies. Whatever task
given to them has to be accomplished, workers cannot negate what those companies give them.
Workers don’t have the right to do what they want to do, what they have to do is to follow protocols
and commands. Markets and workers are in the same situation, they want to be heard while no one
listens. They need attention while no one tries to give them. In any situation those markets and workers
has to be given the chance to be heard. Companies should give a chance for those people to be heard
since they would be a big help for companies. Companies should make those people feel that they are
accepted and prioritized since those people are the most influential people. Without the market and
those workers, companies will not succeed.
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67. As markets, as workers, we wonder why you're not listening. You seem to
be speaking a different language.
Markets want to talk to businesses. Markets want to talk to companies. First of all, this should
be one of the things that companies should prioritize. Companies should talk to their market.
Companies for them to know what their market wants, they should engage their selves into
conversations that would make them informed the needs of their markets. markets wants to talk to
companies to suffice what they need. When market talks to companies, when companies companies
interact with those markets they would be able to be informed what the needs of their markets are.
Even the workers themselves want to talk to the companies they work for. Workers don’t get to
converse with those companies even they work for them. What companies are after for the workers is
to just finish what they are told to do. The thing is, companies don’t want to hear the concerns of their
markets. Companies don’t want to hear the concern of their workers. Since big people don’t find those
poor workers helpful. Workers and markets wonder why companies do not listen. Companies don’t
listen and invest time to those people since they don’t believe in them. Companies don’t care of what
concerns those workers and markets have. What companies are after is the decisions and suggestions
other big people gives out, but definitely not the language of the small people. Companies speaks in
different languages meaning words coming out of their mouths are not for the market, words coming
out of their mouths are not for the workers.
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68. The inflated self-important jargon you sling around—in the press, at your
conferences—what's that got to do with us?
The mass wants to talk to companies. Markets want to converse with companies and make
them feel that they are important. Companies don’t care about the market. They don’t prioritize their
market. Companies just sits in conferences and talk to big time people about their investments, market
share, future plans and many more irrelevant things that do not sense the importance of their market.
Companies don’t find time to talk to their market since they don’t believe that markets would be able to
help them. How? When the market talks to those companies, companies would be able to be
knowledgeable of the needs of the public. Companies would be able to determine the needs of the
people. Companies would be able to know the concerns and opinions of their ever important targets.
The thing happening now is, companies just don’t care. Companies hire people and compensate them
millions just to go to conventions and seminars in the united states, companies compensate people
millions just to have business ideas for them. These examples is also important however, the primary
thing that has to be accomplished first before anything else is put on stake. What? Companies don’t talk
to their market. Companies view their market as one entity that could be set aside. What markets want
is for them to be one of the relevant plans of a company. What the market wants is for them to know
what is really going on. As the thesis says, what are they going to do with the words spoken out in the
press?
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69. Maybe you're impressing your investors. Maybe you're impressing Wall
Street. You're not impressing us.
Companies don’t care for their market and workers. Companies don’t care of what influence
those people can give what they care about is the people that invests, the people that they turn to
which are also selfish and self centered. What those companies do is they kiss their investors butt to
make them invest all the money those investors have. What those companies does is they talk to those
investors and say their plans for the company to make them invest. On the other hand, markets and
workers are not pleased. While companies talks to those other influential people, the market and
workers do not inherit anything. Companies while talking to those investors dont even care for their
market. Companies dont even care to tell those markets the situation of their market. Companies think
that their market should not be prioritized too much, but the thing is, they have to. Companies no
matter how they talk and convince their investors and other people that keeps their business run, they
will never win since the market is the best key to win. Companies that don’t prioritize their market will
never survive, since whatever they do it is the their market and their workers which makes them exist.
The big questions that always run through my mind is that, what is the reason why companies prioritize
other things instead of their market? Other things like talking to investors should be accomplished after
giving importance to their market and workers.
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70. 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.
Prioritizing your market is very important. As companies you should impress your market. You
should deliver what they need, you should deliver what they want. Markets are the first and foremost
people that have to be prioritized in business. Since those products that companies invest in are being
bought and acquired by those market. The market should also be impressed, how? As the market had
always wished for, they should feel that they are accepted, markets should feel that they are considered
in the company. Just as always said in the manifesto, markets should be feel that they are accepted,
markets should feel that they are always considered in every decision those companies make. Markets
should also be impressed, if they companies don’t impress their market, later on those investors would
find other businesses to invest in. Why? Based on my understanding, investors invest to companies to
make their money grow, in business how do you make your money grow? Of course, if you catch your
market, then you get to make money, if you have lots of customers then you earn. It is like a chain
reaction. If you impress and prioritize your market your market will acquire what you offer, if you get to
sell and make money, your investors make money as well. If those investors don’t get to see that you as
businesses where they invest don’t prioritize the market your investors of course will be cold to you. Sin
their mentality is, if you businesses don’t prioritize your market how will you earn, if you don’t earn I
your investor will not earn as well.
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71. Your tired notions of "the market" make our eyes glaze over. We don't
recognize ourselves in your projections—perhaps because we know we're
already elsewhere.
Us markets wants to be connected with the decisions those businesses make. We want
to be prioritized and feel the concern of those businesses. Why do markets want to feel that
they are recognized? It’s because the feeling of acceptance. For instance, in your family even if
you have all the wealth in life, cars, clothes, gadgets and all those stuffs yet you don’t have the
attention of your parents you would still feel very bad. You feel that no one accepts you, you
feel that no one is prioritizing you. That’s the feeling of the market when those businesses don’t
find time to prioritize them. Markets should be prioritizing in order for those markets to like
you. No matter what those businesses offer they wouldn’t get the loyalty of their market if they
themselves don’t talk to their market. Those businesses should engage their market to their
projections, to their goals and objectives in that way the market will get to feel that they are
accepted. As the theses says badly, the market accepts that they are not accepted since they
feel that businesses would never prioritize them. Businesses would never spend time to talk
and to converse with them. Market thinks that they are already settled aside without no
prioritization. Why? Those businesses find time to prioritize other things rather than the truth
where they can win.
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72. We like this new marketplace much better. In fact, we are creating it.
The market is not prioritized by those businesses, what they did is that they had their
market place their own. A place wherein they get the chance to be listened and to have
conversations. What composes this market place? The market place is composed of other
markets as well. Markets that is never heard by those businesses and example of this is that,
when you get to feel that you are not accepted to your “barkada”, you go and look for your
own friends. That’s basically what this theses means. In this type of market place that the
market had created they feel that they are accepted and they feel that they are part of it.
Compared to those companies that never took the time to prioritize and mind their market. In
this new market place the market itself are the ones composes it. They feel that they are
listened to, they feel that they are part of it. Even not regarding this market to business
relationship, the feel of acceptance also can be connected to us normal people. As normal
individuals, we want to feel the acceptance and priority of others. For instance, if your family
shows and lets you feel that you are not accepted the feeling sucks and you feel loner, what
you do is you tend to look for the company of other people that would make you feel accepted
and loved. That is what the market feels, they had their own market place to discuss and
converse with the same type of persons, also other markets. With that marketplace they get to
feel the feeling of acceptance.
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73. You're invited, but it's our world. Take your shoes off at the door. If you
want to barter with us, get down off that camel!
This thesis is so meaningful. I think that I have lots to say. Since the market had created
their own marketplace, they have the right to level their selves to those selfish businesses that
they have been pleasing for hundreds of times. The market had created their own marketplace
so that they would feel what they had been bothering to those businesses before. In the
marketplace that they had been created, they rule, they feel the acceptance and priority just
what they had dreamt of. Markets are being nice despite the fact that those businesses had
become so selfish for their attention to their markets. When the markets was kissing their ass
to ask for priority those businesses weren’t there to listen. Even with those reasons, markets
are still being nice to those businesses. The market invites those big heads and influential
people in those businesses to engage in the new marketplace those businesses had done. The
market allows those businesses to encourage and interact. But the thing is, those businesses
must learn to bend, they must take their shoes off. Here in the new marketplace those
businesses wouldn’t be the ones who would lead but the market. The great question is, if those
businesses want to bare with the market, go down and talk to them. That’s the point of the
market, since all their life they had been kissing those businesses now, it’s payback time. It’s
the markets turn to lead, so much with those cruel businesses.
74. We are immune to advertising. Just forget it.

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Businesses invest everything just to advertise, promote and introduce services and
products they are capable of offering to the public. They invest millions and millions for
advertisement to have their offerings introduced. Advertising is one of the key reasons of
success to your company. To whom are those advertisements are addressed? To the market,
the market is the target of those businesses that offers advertisements. The problem now is the
market is immune with those advertisements. The market is already used of seeing those
advertisements, what they have in mind is that those businesses just want to earn from the
market. Those businesses just want the market to acquire what they are offering. Is the market
contented of what they are seeing? No. Does the market feel that companies care for them?
Definitely not. The market don’t need those advertisements, the market don’t need those
promotions, what the market needs is the feel of acceptance and the feel of prioritizing. The
markets wants to be included to the plans of the businesses, they want to be engaged on what
is happening in those businesses. The fact that that market wants to be accepted, what is
happening now? The market is waiting for those businesses to prioritize them, and now they
are giving up because they feel that it will never happen. The market is giving up because they
will never get the chance to get the attention of those businesses. Now, they have their own
market place.
75. If you want us to talk to you, tell us something. Make it something

interesting for a change.
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Don’t you notice anything? If you have read my previous thesis reflection you can tell
that all day markets begs for the attention of businesses, markets beg for the prioritization.
Now, the world had turned around, it the markets turn to let those business beg off them. The
good thing is, those markets aren’t greedy like those businesses before. In the new marketplace
those markets had built, they allow business to go into that marketplace, unlike those
businesses being too selfish before. What the market wants is that when those businesses talks
to them, tell those market things that are not related to advertising products, giving out
freebies or simply bribery. What the market wants is conversations that would relate and see
how businesses make them as their priority. The market wants those businesses to tell things to
them. Don’t just introduce products, don’t just introduce the features of your products just
what they have been doing all their lives. These markets are now more intelligent, they want
conversations that would make them feel that they are part of those firms. What do think will
happen if yes, those businesses will talk to those markets but the problem is, it is still about
their products, it is still about their advertisements, it is still about their offerings and services,
what would the market do? What the market would do is simply, no reply at all. The market
wouldn’t bother to talk to those businesses because they are tired of all the briberies they had
been doing.
76. 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?
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The markets wants those companies to listen to them, what does those companies do in
return? They have other things they spend their time in. First of all, this should be one of the
things that companies should prioritize. Companies should talk to their market. Companies for
them to know what their market wants, they should engage their selves into conversations that
would make them informed the needs of their markets. I will relate this theses to me, for I am a
market. As a market, and as I suppose, businesses are after me since they will make money
because of me. When I buy their products they will earn. When I avail their services they will
earn. But as a market, it is not only the buying per say is relevant, but the relevant thing is, are
the things I’m buying, are the things I need and wanted? That’s the big question. Markets that
do not want the things you offer would never buy what you’re offering. Since markets are
intelligent enough to what investment they will be putting their money. This only means that,
markets wants to talk to companies to suffice what they need. When market talks to
companies, companies would be able to be informed what the needs of their markets are. By
produce will be acquired by their market.
77. You're too busy "doing business" to answer our email? Oh gosh, sorry, gee,
we'll come back later. Maybe.
Companies don’t care for their market and workers. Companies don’t care of what
influence those people can give what they care about is the people that invests, the people that
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they turn to which are also selfish and self centered. What those companies do is they kiss their
investors butt to make them invest all the money those investors have. What those companies
does is they talk to those investors and say their plans for the company to make them invest.
On the other hand, markets and workers are not pleased. While companies talks to those other
influential people, the market and workers do not inherit anything. Companies while talking to
those investors dont even care for their market. Companies dont even care to tell those
markets the situation of their market. Companies think that their market should not be
prioritized too much, but the thing is, they have to. Companies no matter how they talk and
convince their investors and other people that keeps their business run, they will never win
since the market is the best key to win. Companies that don’t prioritize their market will never
survive, since whatever they do it is the their market and their workers which makes them
exist. The big questions that always run through my mind is that, what is the reason why
companies prioritize other things instead of their market? Other things like talking to investors
should be accomplished after giving importance to their market and workers.
78. You want us to pay? We want you to pay attention.
Markets want to see that those companies have time to talk to them and listen to them.
Markets are very much eager to talk to those corporate people that are behind the
management of companies. Markets don’t just want innovative products to be given out rather
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than just accepting offerings that are not even wanted by the market. Considering the fact that
when the market gets to talk to the companies, markets do not want conversations that aren’t
realistic, markets do not want conversations that are just full of bribery and markets wants
conversations that are really in line with the corporate influential people. To further explain,
here is an example. For instance I am a market, I want to be heard for the management to
know what I need, I wouldn’t talk to sales ladies or the ranked in file employees of such
companies to explain what I need and feel. Why? Since I have no assurance that my
conversation with them will be clearly heard by influential people of such companies. As a
market, I would like to talk to corporate people that would really value my concern; I would like
to talk to influential people that would really act on my needs. Why? If would get to talk to
those influential people of those companies, I will get to conclude that those businesses cares
for me, I will get to conclude that they value me.
79. We want you to drop your trip, come out of your neurotic self-involvement,
join the party.
This thesis sounds awkward, yet for me the meaning of this thesis is simply, markets
wants to talk to those businesses. The market wants those businesses to join the market and
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know their situation. We want you to drop your trip, what does this mean? The market wants
those businesses to drop first what they want to happen. Set aside first the investments, the
meetings with those big heads and go with the market. Come out of your neurotic self-
involvement, what does this mean? The market is telling those businesses to go down from
their throns, go out of their world. Those businesses should for awhile be distant of their
positions and talk to the market and let the market know that they care. Join the party, what
does this mean now? The market is telling those businesses to join them. Go down from their
offices and join the market. Why? For me, those markets want to jive and talk with those
businesses because they want to let those businesses relate to them. Relate to what they feel,
and directly ask what they need. Id those businesses just keep on offering things to their
market, which is never liked, nothing will happen. Nothing will prosper. First of all, what I
believe those businesses should really contribute their whole selves to their market and first
know the feelings of their market, when they get to relate and know what the market want and
feels, then they serve what they need.
80. Don't worry, you can still make money. That is, as long as it's not the only
thing on your mind.
For me, those businesses think that when they talk to their market, they are only
wasting their time and effort. On the contrary, for me what I believe and made this cluetrain
book believe me is that, when those businesses talk to their market, it is not a waste of time, it
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is not a waste of effort. For me, when those businesses talk to those market, it is a plus on their
side. When businesses talk to the market, they will get ideas on how they would generate
revenue. Why? When you ask what your market needs, as a business you get to know what to
offer. You will not just guess and make conclusions on your own. As a business it is very vital to
have yourself build a good relationship to your market because in the long run. It will credit
you. The point of this thesis is that, those market is saying that businesses will make money,
businesses will generate revenue, provided that in their minds money is not the only thing that
makes them work. For me, if you are a business and all your after of is only the money you will
make, you will not succeed it only sees that your too greedy for money. You will never survive
with only money in your mind. As a business, you should prioritize your market, prioritize what
you offer then profit follows.
81. Have you noticed that, in itself, money is kind of one-dimensional and
boring? What else can we talk about?
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Money is what is important for these companies, this is all they talk about, that is why
they work, and go through all this trouble, this is for them to earn money, to gain profit, of
course who would not want to make money, some people live just for the sake of money, this is
what all they think about, to earn and earn money. Money does make the world go around,
many believe in this statement but they never thought of life without money, think about it, a
world without money? Do you think people will still go through the hassles of looking for jobs,
starting up businesses, computing, and all the other things that involve money. Have you ever
thought about this, all of these things we do because money exists. This is what I think that is
why they say money is one-dimensional and boring. People sacrifice a lot of things just to earn
money, others kill, steal in short people commit crimes just to have money. Every time we hear
company or business, what is the first thing that comes in mind, money, right? For businesses,
companies this is all they talk about, they have meetings talking about on how they can make
their sales higher, or their competitors making more than they are, what is always the main
topic of their conversations; money. And every time they make decisions, or think of strategies
for their business what is the main concern of their decisions, of their strategies but to make
money. Money is what all they talk about. Just imagine it will all of these exist if money never
existed.
82. Your product broke. Why? We'd like to ask the guy who made it. Your
corporate strategy makes no sense. We'd like to have a chat with your CEO.
What do you mean she's not in?
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Your products broke? What does this mean? Who buys the products? Why do products
break? The one’s who buys the products is the market. The one who uses the products is the
market. Who makes the product? The businesses make them then they offer it to the market.
My rationale behind this is that, those products do break because first of all, the businesses
don’t care of what quality they would give to the market, the businesses don’t know what
products to offer. Businesses lack communication to their market. Businesses don’t find time
and do not exert effort to know who their market are, what their market feel, and what their
market wants. I have concluded that those corporate strategies won’t make sense and will not
give benefit if those businesses won’t find time to talk to their market. No matter what strategy
those businesses have, no matter what tactics those businesses have in mind, no matter how
big those businesses are, if they don’t prioritize their market, nothing will happen. Why?
Businesses exist because they want profit businesses exist because they need to generate
profit. The main source of revenue of a business is of course the mass where their market is.
Those investors they have will never give them revenue. The conclusion would be, if you don’t
prioritize your market, provided that you have all the strategies and all the big time investors to
your company, nothing will happen. Nothing will lead you to good market loyalty and revenue.
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83. We want you to take 50 million of us as seriously as you take one reporter
from The Wall Street Journal.
Prioritizing your market is very important. As companies you should impress your
market. You should deliver what they need, you should deliver what they want. Markets are the
first and foremost people that have to be prioritized in business. Since those products that
companies invest in are being bought and acquired by those market. The market should also be
prioritized and taken seriously, how? As the market had always wished for, they should feel
that they are accepted, markets should feel that they are considered in the company. Just as
always said in the manifesto, markets should be feel that they are accepted, markets should
feel that they are always considered in every decision those companies make. Markets should
also be impressed, if they companies don’t impress their market, later on those investors would
find other businesses to invest in. We want you to take 50 million of us as seriously as you take
one reporter from The Wall Street Journal. What does this mean? Those markets want to be
prioritized and feel the acceptance just like those businesses when they value investors and
influential people. Businesses think that when they value their investors, everything ends there.
They are not aware and knowledgeable that their markets are the ones that has to be valued
the best among anybody else. Since the market would be the ones who will acquire what they
offer and the market would be the ones where their profit will come from.
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84. We know some people from your company. They're pretty cool online. Do
you have any more like that you're hiding? Can they come out and play?
Since those businesses don’t find time to really talk to their market, they have other
people talking to their market just for fun. They have people talk to them online, people talk to
them by phone and people talking to them personally which will never feel that those market is
accepted. This thesis is a bit confusing. My example about this thesis is that, markets just get to
converse with those sales ladies, markets just converse with those baggage boys, while those
companies pay those people to offer the market. But is that what the market wants? What they
want is the people on the management, the influential people in the corporate side of the
business. The market wants to talk to those kinds of people, not just the cashiers, not just the
sales boy, the market wants to feel that they are part of the corporate decisions of the
companies. Now the market is being sarcastic, They're pretty cool online. Do you have any
more like that you're hiding? Can they come out and play? Those cashiers and sales boy is
quoted by the market being cool, but what they feel is that they are already rid of those people.
My conclusion for this is that, businesses have other people to communicate with the market,
they just hire people to service the market, but those businesses don’t ever find time to talk to
the market themselves, for me those influential people finds talking to the market boring and
useless, they don’t know the real thing.
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85. 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.
Each of every one of us needs attention. For us students we need the attention of our
professors. When we seek help on a certain issue we don’t understand we approach our
professors for them to give us the proper attention for us to understand issues we have
difficulties in understanding. For lovers, for relationships each party needs attention. The
relationship wouldn’t work if no attention is given. Without attention, nothing is solved,
without attention nothing will work. On the side of the market, no attention is given to them,
those companies don’t care of what the queries and matter their market needs. Those
companies don’t mind if their market is having difficulties regarding their product or services,
and what matters the most, companies don’t find time to give their full attention to what their
market feels. Because of the fact that those markets don’t have anyone to turn to, because of
the fact that those market do not have any attention to tell their concerns to, the seek help
from their co-markets. When they have queries about things, they seek help from the market.
Market talks to market. Is this proper? Yes it is, but when it comes to the point that the real
need of the market is the business, talking to their market is not the solution but to talk to the
business. Why are they talking to their co-market? Businesses don’t find time and do not invest
their attention to their market. The market is being dependent to their co-market since
business will never talk to them.
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86. When we're not busy being your "target market," many of us are your
people. We'd rather be talking to friends online than watching the clock. That
would get your name around better than your entire million dollar web site. But
you tell us speaking to the market is Marketing's job.
Who is the target market of companies? We are the target market of the companies. As
a target market, we seek for priority and we seek for importance for those companies. What is
happening now? No target market is prioritized; no target market is given importance. Us
market, have always wished that those businesses would prioritize us and give us attention to
hear our needs, to hear our comments, and to hear our wants. We'd rather be talking to friends
online than watching the clock. Instead of waiting for endless years for those businesses to talk
to us, instead of baring our time waiting for those companies we would rather talk to our
friends online, we would rather chat with our friends and tell them what we feel, tell them
what we need. Why? Our friends would spend time to listen, our friends would bear time to
interact with us rather than you businesses who had never invested your time to us. When
talking to our friends online, when interacting with them, it would get your name around better
than your entire million dollar web site. Yes, that is true, when we interact and share your
company to our friends they get to know you, your company is being introduced to them. Isn’t
that a benefit in your part? We, your market is never prioritized, then we your market is being a
tool to introduce you and get known? It sound too awkward but it is the truth. When we don’t
get the attention we want from the companies we share our feelings to our friends, when we
share our feelings and ideas about companies, those companies would benefit since they get
known.
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87. We'd like it if you got what's going on here. That'd be real nice. But it would
be a big mistake to think we're holding our breath.
What is going on with the relationship of the businesses and the market? For me, it is
not in good condition. Those businesses don’t find time to talk to their market. Those
businesses don’t find time to ask the needs and wants of their market. What those businesses
are after is making money. Those businesses are after talking to their investors. Businesses
invest their time and effort on their advertisements. Is that the real need of their market? Are
they aware that if their market is on stake, they will not earn revenue? For me, companies
don’t care for their market. I believe that those businesses think that even without prioritizing
their market they will still generate profit. Businesses think that even if they don’t find and
invest time for their market, they will still be profitable. Is that correct? Definitely not! The
market has to be prioritized and given value and importance. In this thesis, it only emphasizes
one thing. The market dreams that those businesses would be more intelligent and keen to
know that they should know what is going on with their market. Businesses should be aware of
the situation of their market, if they do so, they will find time to talk to them and uncover the
fact those businesses know that their market is in good condition. The market is wishing that
those businesses will know what is going on with their market. How important is it to know the
condition of the market? It is very important, if those businesses know the situation of their
market, they will get to think of solution right away for the concerns of their market.
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88. 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?
Businesses spend their time to do their own business. Businesses spend all their time to
do whatever agenda they have. They spend all their time thinking of ideas on what service and
products they will be offering. They spend millions for product development as well as millions
for their competitive employees. For companies, their business makes them live, their business
is everything and their business is the number one valued. As the entire thesis says, the market
wants to interact with the companies; the market wants to inform those businesses their needs
and wants. The problem is, businesses don’t have their time to talk to their market, and those
businesses don’t invest their effort to know the concerns of their market. In the side of the
market, they do have their own businesses to manage but the market finds time to do other
things, they have other priorities. Compared to those companies they spend all their time to
their agendas, they spend all their time to their things, that maybe the reason why those
businesses don’t spend their time to talk to their market because they have other things to
prioritize. Is it proper? No! The market has to be the priority of businesses, they should find
time, and they should invest to know what their market feels and wants. Based on my
observation of the cluetrain thesis, the market have already given up begging for those
businesses to talk to them. They have other things to prioritize in, not only those irrelevant
companies who don’t care.
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89 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.
We have real power we know it. This statement does not only apply to the market. This
statement also applies to us normal people. Everyone is distinct to one another. Every one of us
has unique facts about ourselves which makes us more powerful than the others. Each and
every one of us has unique traits that others do not have. Because of that, each and every one
of us makes us powerful. Each and every one of us because of our unique distinctive traits gives
us an edge among the others. How do we become powerful? We become powerful if we use
those unique traits to defend ourselves. We become powerful if we use those talents is a moral
way to present ourselves. The things I have said is for us normal people. On the other hand, for
the market, what may be the reason to call them powerful? The market is powerful, they can
control the revenue of those businesses that do not care at all for them. Those businesses don’t
care of what those market feel and want. In exchange, the market is powerful enough to have
oneness and to whatever they want to do. They can make it possible to make those businesses
fall if they don’t buy what those businesses offer. Let me explain further. If those market are
not happy of what those businesses is showing them then they are powerful enough to prove
that they can drive. They have the power not to give attention to those businesses; they have
the capacity not to listen to those businesses. If they don’t listen, what would be the effect?
Businesses won’t make since no one wants them.
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90. 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.
What composes this market place? The market place is composed of other markets as
well. A market that is never heard by those businesses and example of this is that, when you
get to feel that you are not accepted to your “barkada”, you go and look for your own friends.
That’s basically what this theses means. In this type of market place that the market had
created they feel that they are accepted and they feel that they are part of it. Compared to
those companies that never took the time to prioritize and mind their market. In this new
market place the market itself are the ones composes it. They feel that they are listened to,
they feel that they are part of it. Even not regarding this market to business relationship, the
feel of acceptance also can be connected to us normal people. As normal individuals, we want
to feel the acceptance and priority of others. Now, what is happening? This is such a transition.
The market found their conversation, the market found people that will listen to them and feel
what they also feel. The market is understood by their co-market which makes them realize
that they have already found the conversation they have wanted all their life. What is the
difference of the conversation of the market to their co-market compared to business and
market relationship? The big difference is that the market to market relationship is a two way
business while in the business- market relationship, there is no conversation.
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91. 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.
What is allegiance by the way? Even I checked the thesaurus right away to get what it
means. The meaning of this word is loyalty. The market believes that those companies should
never exist if they don’t care for their market. What is the importance if those market believes
that companies that do not care at all for their market will not have any future. What is the
importance of having a good relationship for businesses to their market? Analyze my example.
Markets that do not want the things you offer would never buy what you’re offering. Since
markets are intelligent enough to what investment they will be putting their money. This only
means that, markets wants to talk to companies to suffice what they need. When market talks
to companies, companies would be able to be informed what the needs of their markets are. By
produce would be acquired by their market, since first of all before the production of such
demand, it is asked by the market. The two way conversations of companies and markets are
very relevant for both parties to be contented. This is just a chain reaction. How will these
companies have no future if they don’t talk to their companies? Companies will have no future
because they will not make/ generate revenue anymore. They will not grow bigger, they will
not mature if they are not known. If they talk to their market then they will have their future, if
not they must stop as early as now.
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92. Companies are spending billions of dollars on Y2K. Why can't they hear this
market timebomb ticking? The stakes are even higher.
What is Y2k? Based on my research on Wikipedia, The Year 2000 problem (also known
as the Y2K problem, the millennium bug, the Y2K bug, or simply Y2K) was a notable computer
bug resulting from the practice in early computer program design of representing the year with
two digits. This caused some date-related processing to operate incorrectly for dates and times
on and after January 1, 2000 and on other critical dates which were billed "event horizons". This
fear was fueled by the attendant press coverage and other media speculation, as well as
corporate and government reports. People recognized that long-working systems could break
down when the "...97, 98, 99..." ascending numbering assumption suddenly became invalid.
Companies and organizations world-wide checked and upgraded their computer systems. In
short, companies spend millions of dollars just to fix those computer bugs. On the other hand,
what maybe the big reason why they won’t find time to listen to their market. What maybe the
fact why they can’t talk to their market? For me, the reason is, they think that they will not
make anything from their market if they talk to them. I believe that those businesses have in
mind that they still have other stuffs to do more importantly instead of talking to their market.
The most obvious thing is, the market have been informing the businesses that they want to
make a conversation with those businesses but they never had the chance. Those businesses
are just playing deaf!
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93. 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.
We are inside the companies and outside them. We act, we speak but we are never
listened. No matter how we talk, no matter what we say there is always a factor which makes
us far from them. What maybe that factor? Businesses don’t care for us market. Businesses find
time to do other things than to know what their market feels. For instance, if it was with their
million dollar investors and with us market, who will they pick? The investors that has three
million dollars to invest for your company, or the market that has no money but has all the
ideas you need? Of course, businesses don’t be a hypocrites, you always pick your investors,
you always pick those who have more. The conversation of the market is walled away from
their investors. The conversation that is being created in the market is not heard for those
businesses since they always build walls from the market and never hear what the market
wanted to convey to them. Why is this annoying? This is very annoying since the market wants
to talk to those businesses but they have never given the chance to speak to them. The market
is always treated not important. Now, it makes me believe that those market are getting pissed
of what those businesses had been doing to them. The market never fealt their importance to
those businesses.
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94. To traditional corporations, networked conversations may appear confused,
may sound confusing. But we are organizing faster than they are. We have
better tools, more new ideas, no rules to slow us down.
What is an Traditional Corporation? For me, a traditional corporation are those

corporations that have been existent for quite a long time. Corporations that aren’t that mature
for the application of the internet intranets and information systems. What is the importance of
technology by the way for businesses? Before there were no technology applied for
corporations which makes all the paper works, all their files, contracts, information scattered.
Everything was completely unused and unmanaged. With the use of technology, corporations
become competitive increase efficiency and effectiveness. Compared before, everything is
done manually which may cause various human errors. In our generation today, everything is
done, everything is operated with the help of technology. I believe, if those traditional
corporations have not been fully introduced with the use of technology for their businesses/
operations, they are left behind. They will never be competitive against their competitors if
they will always play the role of doing things completely manual. Nowadays, for businesses to
become efficient and effective they acquire information systems to make their files safe,
processes secured and things done accurately. Compared to those businesses that exist before,
our generation today in terms of handling corporations is more competitive and efficient
compared before. As a conclusion, corporations must use technology to help them for their
needs and advantage.
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95. We are waking up and linking to each other. We are watching. But we are
not waiting.
Finally, this is the last last thesis of the cluetrain manifesto. Everything that we have
tackled is about the market and businesses. So now, what does this thesis wraps up? We are
waking up and linking to each other. We connect ourselves to other people to learn from them,
to know their reactions, to know their opinions. We connect ourselves to our co-market
because we can never connect ourselves to those businesses that we have been wanting to talk
to. We have finally absorbed that those businesses can never give their ears to us. Those
businesses can never prioritize us. Just what this thesis says, We are watching. What does this
mean? Us market watch what those businesses do. We market just observes what those
businesses do to serve us. We are watching but we are not waiting. Why would we wait if it is a
fact that we will never be heard? We market have other things to do. We have other business
to prioritize instead of putting all our attention waiting for those businesses to talk to us. The
good thing is, even though we are not waiting, all of us are watching of what those businesses
are doing. Yes we are linked, so that whatever occurs we have all the connection to talk about
them. As a conclusion, the internet allows us to be linked, us market ca communicate to one
another our concerns. We can always make business that can be larger than those corporate
people. We can always have our own market that we can listen and attend to.
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WEB 2.0 HEROES BOOK REVIEWS
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Quote: I believe in enabling your business to operate no matter what the next big thing is, and
letting other people catch up. “
In the world of business, competition is very much known. Based on my research this is
a part of an article which clearly states the competition of businesses taken from
www.neweconomy index.orf “Increased competition is being driven by many factors, including
the emergence of a global marketplace, the increased number of firms, new technology that
makes it easier for firms to enter new markets, and ever-increasing pressure from securities
markets to raise shareholder value “Having competitive advantage is the crown of any business
that exist since, if you don’t have any competitive advantage in your business you wouldn’t be
viable to the public and to your market. As a business it wouldn’t be that easy to have a
competitive advantage since it takes time and effort for businesses to achieve that so called
popular competitive advantage. I believe in this quotation, why? It’s because, the world of
business turns so quick, if you’re afraid of what the next turn would be then your business will
not achieve anything. If you’re afraid to other businesses to conquer you, you would really be
viable. Everyone really wants to be the leader against everyone. Every business wants to be
better than the others, as a business that is also aiming to get the lead, then do whatever your
business has in store. Do your job and don’t be afraid of others. Never let your be frightened of
what other businesses can do. What have in mind is let them cope up and catch you. That’s
what businesses are right in this very time.
Since this is the first chapter of my book review, I have lots of expectations in store in
reading this book. I have lots of things in mind. First expectations of course is to learn the main
meaning of this book and y expectation particular to this chapter is to know the relevant
information Max Mancini wants to render to the readers of the book Web 2.0 Heroes. Also
what I am looking forward to learn is the true essence and importance of the web 2.0 in
business and my social life. Not only to me but also to others.
Review
This is an interview to Max Mancini who is Max Mancini? Based from the book “Max
Mancini is the senior directory of disruptive innovation at eBay. Prior to this role, he led over 70
developers at eBay, focusing on eBay Stores, registration, sign-in, merchandising, and more. He
has also worked with eBay’s classified business, Kijiji”. HE leads the platform and disruptive
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Innovation team. For me the heart of this chapter is basically web 2.0, as of course it is the
heart of the whole book. He says that people are more willing to share information. Facebook,
myspace and other social websites are “in” and people love to share information. Also he also
states that, We need to evolve in monetization models inorder for companies or business to
survive. What is monetization? Monetization is the process of converting or establishing
something into legal tender. What is legal tender? It’s basically money. He states that people in
business should really study the value of monetization so that companies should survive. How?
Go into the web 2.0. Also he states that “Stop worrying about having to manage your
infrastructure; start worrying about your products and your innovation.” Lastly, he believes that
anything is probable in the web. You can do business in the web with very little money. That’s
maybe one of the reasons why e-bay is in.
What did I learn?
Web 2.0 is a tool that can surely help anyone aspiring to have a business. Also, I learned
that people are willing to share information and care about information. I learned that
whenever I start my own business I don’t need to have lots of money with the help of the web, I
can make things possible.
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Quote: “The Internet over the next 20 to 30 years…is still going to be incredibly
revolutionary, in terms of what’s going to happen.”
What does it mean to be revolutionary? Revolutionary means changes. The internet has
been the most revolutionary technological achievement in the last generation. Nothing really
comes close. People buy and sell over the internet, they watch TV, conduct business meetings,
and the list could go on. All professional uses aside, the world wide web is also host to a large
amount of download sites anything from music, to movies, and more.That’s what is happening
now. But what about roughly the next years to come? Will you get the chance to talk to the
internet? Anything can happen in the internet. The internet is the first place where you can
find recent technology recent news everything new is found in the internet. Since it is very
revolutionary.
My expectation is what would be the conclusion of Alan Meckler regarding the web 2.0.
Also, what I am expecting to learn is if Alan Meckler also believes in the Web 2.0, what I am
expecting is to know what really Alan Meckler’s stand in his interview.
Review
Chapter 2, is an interview of Alan Meckler. Who is Alan Meckler? Based on the Web 2.0
Heroes Book, “I’ve been in the publishing business since 1969. I also have a PhD in American
History, so I have an interesting perspective on media and history. My PhD was actually on the
history of micropublishing, which was considered high-tech back when I first started publishing
in 1969–’70.” Now we know who Alan Meckler is, I have some points from the chapter that
would make it easier for us to know what Alan Mecklers stand on the Web 2.0. To explain more
clearly, I have ripped parts of his statements an took the important ones. He believed that “The
Internet was going to have a greater impact,
perhaps, than the computer and it was going to be all-encompassing.”What does this mean?
The internet is a great impact to everyone. To businesses to social life and to ordinary people, it
is encompassing why? It is encompassing because it impacts greatly to people. People cannot
live without the internet, that;s an encompassing reason behind it.
He also said, “Web 2.0 as I see it is just a continuing evolution of the ability to
inexpensively
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get information, data, and now entertainment out to the consumer and to the business world. I
actually don’t think it’s as radical as some do.” Markets are conversations, going back. Everyone
sends and receives information regardless of time and distance. That’s what this phrase means.
But the funny thing is, Alan Meckler do not believe in that! But I, personally believe on it. The
most important phrase I believe and the heart of this chapter is, “I believe, within 10 years—
[will be that] you’ll talk to your computer
or your browser or whatever service you’re dealing with, and it will find the information for
you, and that that is what’s coming. That will be the next great thing—and it will all be through
linked data and to a degree, a bit of artificial intelligence.” For the next generations, everything
will run through technology and even those hi-technology devices would do stuffs for you.
What did I learn?
For the next generations to come, the internet and technology will be more effective
and efficient, It will even do things for you and make your life much easier than you can ever
believe.
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Quote: “It means that people need to be constantly talking to their customer base, constantly
innovating and coming up with great ideas”
In businesses today, you really have to talk to your customers. Find ways to know what
they feel and what they need. What is the importance of this? You will get to make things that
would fit what they need. You will get to do things that would make turn their heads. After
talking and knowing the needs of your customers then come up with ideas and innovations for
your customers. Now, competition is highly in demand especially in businesses, so what you
have to do is also know what your customers need and always come up with new innovations.
As a business, you always have to talk to your customers for you not to be left out. Don’t make
your customers talk to you coz they will never will. For you to cope up to your competitors you
should always prioritize the needs and wants of your customers.
Since I have read in the table of contents, my expectation would be, things about the
interviewee of course Eric Engleman want to know things about him, and I want to know whats
his stand in the web 2/0 I want to learn unique things from him and eventually apply it.
Review
What is Chapter 3 about? Chapter 3 is about Eric Engleman It is an interview reagardings

stuffs that ofcourse he can answer and justify and ofcourse about the web 2.0. First of all, who
is Eric Engleman? Based on the Web 2.0 Heroes Book” I’m Eric Engleman, I’m the GM of
Bloglines, so basically I run the Bloglines team here at Ask. Prior to being here, I worked in
major companies like Yahoo!, Earthlink, and Excite/Excite@Home. Even earlier I had an
oldmedia background and made a transition to online at CNN. And as far as the old-media
world [goes], I worked at big places such as CNN and smaller places like LaundryNews—the
newspaper for the industrial launderer. I have a wide range of experiences, with a lot of focus
on start pages beginning in 1996.” So thats Eric Engleman.
I have pointed out important things about this chapter based on the interviewee. First,
“Web 2.0 is just a continuing evolution of the ability to inexpensively get information, data, and
now entertainment out to the consumer and to the business world.” People get information
easily from the web. Not like before, since now we have lots of sources of information. For
example we have the social websites wherein people get information easily. That’s one of the
features the web 2.0 offers connectivity and knowledge. Second is, technology and speed is
highly in demand, what do this mean? Because of connectivity technology such as premium
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computers and phones with speedy connections is highly needed and wanted. Third is, Web 2.0
will raise money if and only if it is tied with e-commerce, I believe in that. If web 2.0 and e-
commerce is jived making money will surely not be a problem. Fourth, In the next years to
come, there will be a semantic web wherein artificial intelligence is joined. Fifth is that, the web
3.0 or the semantic web will be able to serve you and to offer what you need, and lastly, he also
stated that the mobile phones we have would yield to instantaneous businesses.
What did I learn?
If web 2.0 is paired with E- commerce you will surely make money, but if not it won’t
make money. I believe in this, that in order for your information in the web to be valuable and
valued with monetization then it should be paired with E-commerce.
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Quote: “I think the freedom that is enabled by the Internet and what
people are doing with it today is just really profound.”
How do people express their selves in the internet? It’s by communicating their feelings
and insights. There are lots of ways to express your feelings and insights in the internet one
main means of expression is by blogging. What does it mean to blog? The meaning of this word
is just like writing on your diary, but this, you just type your expressions with the use of the
keyboard instead of a pen. The internet gives us the freedom to publish what we feel. To have a
platform from which we can, and do, influence the lives of others. But of course, one of the
things that has to be considered when blogging is the benefit to others .
from social networking sites like Twitter, like what I’m doing, and lots more social
networking sites like myspace multilly etc. But the real reason it’s worth investing your time,
energy and influence is because it’s going to make a difference beyond youand to spread
powerful ideas.
What I am expecting to learn?
Chapter 4 is a interview to Gina Bianchini, I don’t really know what to expect, because I
don’t really know Gina Bianchini, so just like other chapter book reviews I am not really
expecting anything, what I am after is what Gina Bianchini wants to let her readers know. That’s
all.
Review
First and foremost who is Gina Bianchini? Based on my research, she is the CEO of
Ning.com, a social network enabling platform. And also happens to be a Petite, charismatic
woman from working-class roots anointed a “Web 2.0 Hottie”. Cool! So I think that she has
beauty with brains. As she claims she is really a fan of blogging since anyone can do it you don’t
have to be a computer engineer to build up your own blog site, also it is also a means of an
individuals expression. She says that the web 2.0 had greatly impacted the learning of people.
Web 2.0 had greatly influenced technology to be in its lowest cost.
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For me, the gist of this chapter is about this quote she has given out “People need to
constantly talk to their customer base, to constantly innovate and come up with great ideas.”
Since I am a business student, I am aspiring to build my own business someday. What I really
learned about this chapter is to constantly connect to my market. For me to come up for things
and innovations, I should always be updated of the needs of my market. My products and
innovations would never be viable if I wouldn’t connect to my people and my customers. One
way to connect? Use the internet!
What I have learned?
Communication is really a great thing to us individuals. That’s one of the reasons why
we have all those social networking means such as multiply, Friendster, myspace, etc. Because
of the rise of web 2.0 it had greatly influenced the socialization of people.
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Quote: “ One person can now communicate with a mass audience, most of whom they’ll never
encounter”
Before when you communicate it is very hard. People us to have those paper, write on
it, bring it to the post office and mail it, fortunately after several months the person you want
to receive your letter receives it. It’s that hard connecting and communicating to people. How
important is communication? Very important, without communication people cannot live, no
one can live and survive without expressing their selves and talk. Now, how do communications
run? Because of the internet, communications had not been the problem anymore, you don’t
have to mail stuffs in order for your friend to receive your message. People just use the e-mail
to send messages to people. The important use of the internet is by sharing and connecting to
the mass. Not only to one person but to everyone, one most known example of this is through
blogging. What is blogging by the way? Blogging is just like writing on a piece of paper about
anything then people would be able to see it. That’s one the powerful things web 2.0 had
accomplished.
Chapter 5 is a interview to I don’t really know what to expect, because I don’t really
know Dorion Carroll, so just like other chapter book reviews I am not really expecting anything,
what I am after is what Dorion Carroll wants to let her readers know. That’s all.
Review
This is an interview of Dorion Carrol, first of all who is this guy? Based on my research
“Over the past 15 years, Dorion has designed and maintained numerous large scale, high
availability systems and databases for big companies. His work at Technorati is focused on
developing reliable data systems that can scale to meet the demands of tens of millions of
writes per day, represent up-to-the-minute changes in the blogosphere, support arbitrary
queries and searches, all while coping with a data retention policy of "never delete anything."
So that’s Dorion Carroll.
In his interview regarding the web 2.0 the following are the important points Dorion
Carroll points out. First, People can communicate to the mass with the means of the web 2.0
the most know example of this is by blogging. How does blogging help you talk to the mass? It
talks to the mass since all people reads it. That’s one big the web 2.0 gives to the people.
Second, In making a start up, you should always start in a single problem, don’t make solutions
for all the problems since it will never work out. Third, you should always talk to your people.
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You should always be transparent in any way for you to be able to know their needs. Fourth, it
is not about mass marketing when making stuffs, its about your mass. You would be able to
give out what your mass needs without listening to the mass. To wrap up, the web 2.0 had build
the strongest social relationships.
When making your start-ups, don’t be too arrogant to do all the things you have in
mind, start with an small idea, then if it clicks, continue it, if it doesn’t go on to the others.
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Quote: “Real-time collaboration and real-time communication is what is enabling the web-
based word processors.
Because of the web 2.0. learning is very much had been easier, based on my own
experience, those google docs had made my life easier, especially when I have my projects with
my group mates or my friends. In a project you really have to connect to your partners for it to
be productive, thanks to google docs. First what is google docs? Based on my research,
“Documents, spreadsheets, and presentations can be created within the application itself,
imported through the web interface, or sent via email. They can also be saved to the user's
computer in a variety of formats. By default, they are saved to the Google servers. Open
documents are automatically saved to prevent data loss, and a revision history is automatically
kept. Documents can be tagged and archived for organizational purposes. Collaboration
between users is also a feature of Google Docs. Documents can be shared, opened, and edited
by multiple users at the same time. In the case of spreadsheets, users can be notified of
changes to any specified regions via e-mail.” That’s what I’m talking about, that’s what I’m
using and it is real time communication!
Chapter 6 is a interview to I don’t really know what to expect, because I don’t really
know Raju Vegesna, so just like other chapter book reviews I am not really expecting anything,
what I am after is what Raju Vegesna wants to let her readers know. That’s all.
Review
This is an interview of Raju Vegesna, first of all who is this guy? Based on the book Raju
is ” I’m Raju Vegesna and I‘ve been working with Zoho and the parent company [AdventNet] for
the last seven years. I am the evangelist for Zoho currently. I have been with the company for
about seven years and prior to
that I started my own start-up back in India. Literally this is the second company I have worked
with.”
Now we know about this guy, the following are the important points he stated in the
interview. First, Wikis are going to die and collaborate with online processors. Since online
processors are more efficient than of those wikis, in the future, those wikis would merge to
online processors to have a more powerful and a more useful app working in the web with real
time communication. Everything will be available in the web. All the data is on the web, in
short. Everything is on the web!
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The web had greatly influenced all people in the world. Web 2.0 is a transition of the
web before. Before, communication was too different, now in just a few seconds after, real
time communication is in. For me, the web 2.0 had greatly influenced my life, the way I learn,
the way I communicate, the web 2.0 really makes a difference/
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Quote: “Because everyone can contribute content, it is hard to focus on the best content.”
The Web 2.0 had greatly impacted the way people use the internet. How? Before web
2.0 people don’t blog, people don’t have facebook, people don’t have multiply, people aren’t
that close using the internet. Because of the web 2.0, the way people get along with it is
entirely different. Now, how to this relate to the quotation I have chosen? Because of the web
2.0, people get to contribute ideas, comments, feelings, suggestions everything! People can
contribute anything they want. people can give out anything they want. In terms of
contributing, anyone can contribute since the internet is a wide field where your voice is free
and out of the hands of others. Thus, sometimes, ideas they give out isn’t that useful. Things
people say is weird, out of this world and inauthentic. Also pictures and videos they give out are
sometimes not useful and full of fraud. That maybe the reason why because of the web 2.0 it is
hard to get what is really authentic and what is really believable.
Chapter 7 is a interview of Richard MacManus I don’t really know what to expect,

because I don’t really know Richard MacMannus, so just like other chapter book reviews I am
not really expecting anything, what I am after is what Richard MacManus wants to let her
readers know. That’s all.
Review
Chapter 7 is about a guy named Richard MacManus, first of all let out know about some
things about him. Based on the web 2.0 book he is “Richard MacManus founded and runs
Read/WriteWeb (www.ReadWriteWeb.com). In September of 2005, he had also started the
Web 2.0 Workgroup (Web20WorkGroup.com) along with Fred Oliveira
(www.webreakstuff.com) and Michael Arrington (www.TechCrunch.com). He has worked for
companies such as ZDNet, MicroMedia Corporation, and more.”
Now we know a stuffs about Richard MacManus, now let us discuss the important
points he wanted us to know. First, Web 2.0 has come to be a marketing term. Web 2.0 had
enabled people to converse, it had enabled people to do business. Since we all know markets
are conversations, because of the web 2.0 it had enabled marketing stuffs for people who
believes in it. Second, before people just reads stuffs from the internet from contributors, now
people are the ones who can contribute the content, the web 2.0 enabled people not to only
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read stuffs from others writings but them their selves can be able to contribute contents. Third,
because of the drastic change in technology and clever developers, we will get to see
applications having offline functionalities. The last point I consider the most important
according to Richard Manus, the dream of the web is to be more intelligent. For me, the
meaning of this is, the web should be more intelligent in regards to the contents it has.
Contents that have usefulness should be kept and those fraud contents should be washed.
Because of that feature, people would be more productive.
What did I learn?
The web 2.0 is a marketing tool. I believe in this since when you market to your people
you just talk to them. You introduce them what you can give out. You persuade them on what
your edge among others it, you make them like what you have. That’s how you market, and
because of the web 2.0 since it had been very interactive, it had enabled people to talk and to
share ideas.
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Quote: “Online Applications are gaining popularity”
Before the web 2.0 applications are being acquired hundreds of dollars, people make
copies of those valuable applications then burns it and sells it less than ¼ the original price to
experience the benefit it can give. Others do buy those expensive applications just to acquire its
functionalities, that is how important applications/software to people that fully depends on it.
Now, because of the web 2.0, online applications are given out to the public, and the good
thing is you don’t have to pay hundreds of dollars to acquire it. The good thing is that, it is not a
trial, as others suppose, it is has full time functionality which would really cover the needs of
the people. Online applications is really a great advantage to people since first you don’t need
to shell out hundreds of dollars to acquire such functionalities you need. The only requirement
for those online applications is just an internet connection to use it. I believe that “cost” is a
great hindrance why online applications are gaining popularity.
Chapter 7 is an interview of TJ Kang I don’t really know what to expect, because I don’t
really know TJ Kang, so just like other chapter book reviews I am not really expecting anything,
what I am after is what TJ Kang wants to let her readers know. That’s all.
Review
Chapter 8 is an interview on a guy named TJ Kang, first and foremost, who is TJ Kang?
Based on the book web 2.0 TJ Kang is “TJ Kang is the CEO of ThinkFree, where he leads the
strategic direction of the company. He has worked with ThinkFree since 1999, when he founded
it. many people in the Web 2.0 world, TJ has a background that helped lead to what is now
considered a prominent Web 2.0 site. TJ talks about his background, about ThinkFree, and
about technology. What is ThinkFree? It is an internet enabled applications where you can
create, edit, share, and save documents.
Now we know who is TJ Kang and what ThinkFree can offer. Let’s now go into the
important points Mr. Kang had hammered. First point, security is one of the main issues why
people are into web. On using the web, people feel secured since their files are kept safe.
Second, applications needed by people has to be available offline as well, so that productivity is
gained even not connected. Second, in the near future, not only Microsoft would be dominant
in terms of office applications but also other names would bloom as well. Third, when making
your app it should be your best, since people wouldn’t switch quickly since the cost converting
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is so high. Lastly, it is also pointed out that in the years to come, people can do their office
works in any device such as cellphones and other handheld devices.
Since the cost of converting is too high, people won’t use your application when you
have little difference against your competitors, so the rationale is, you should also make the
best out of your application, make people love what you have so that in your first try, people
will stick to your application since it gives the needed functions they wanted.
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Quote: You can now consume and share things, and discuss them, interpret them, and
ultimately get that lens on the world, and it’s not just your own individual perceptions and
observations anymore; it’s back to the old way.”
Before, without the internet or the world wide web people talk through letters,
bringing it in the post office then after a few days sends it to address where the sender wants it
to be received by. It takes days and even months depending on the place. Now, People use
electronic mail. Email is really fast it is sent and received in seconds, minutes at the most. All
you need is access to the Internet, an email program, and the email address of the person with
whom you wish to communicate every day, hundreds of thousands of people are
communicating through the Internet, conversing, collaborating, working, playing they do
everything through the internet. Friendships, marriages, are made and broken on the Internet.
Clubs are formed. Problems are solved. Jobs are found. Handicaps and disabilities make no
difference. Through email and the other methods of online communication, people have
become best friends without ever seeing or talking to each other. People talk together, people
share things together, for me because of the web 2.0 people became one, people are
connected. The rise of web 2.0 had given more power to communicate and to interact.
Chapter 9 is an interview of Patrick Crane I don’t really know what to expect, because I
don’t really know Patrick Crane, so just like other chapter book reviews I am not really
expecting anything, what I am after is what Patrick Crane wants to let her readers know. That’s
all.
Review
Chapter 9 is an interview to Patrick Crane, before anything else, let us first know who
Patrick Crane is. Based on my research “ He Leads the development of the LinkedIn brand,
market development strategies, customer relationship management, PR, marketing
partnerships and promotions.” What is then LinkedIn? LinkedIn is an online network of more
than 17 million experienced professionals from around the world. Within LinkedIn, you can
connect (link) to other people you know. Those people can also connect to people they know.
It’s basically like a social network for professionals.
Patrick Crane had pointed out important keys which I would be discussing. First, social
networking is not a fad. People get connected for a use, people get in touch to finish projects,
being connected is not a fad rather a necessity for everyone. Second, LinkedIn is a social
community for professionals, it is pointed out that not only normal people should be linked
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rather more importantly for professionals. Third, the web 2.0 had solved age problems.
Technology had helped people connected regardless of what trend we have. Fourth, the reason
why blogging is in, people are not just controlled reading something but to be unique
publishers. Because of that they get to feel their uniqueness and expression of their voices.
I should also try using LinkedIn it would help my social life connected to my profession.
Not too much of those social websites that are just for fun, LinkedIn would help me a lot in
terms of my job positions, profession and specialties.
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Quote: “It’s becoming part of your every day life to be connected all the time.”
To me internet is an advancement of communication that has

been around for years. The most important thing the Internet does, staggeringly important if
one really thinks about it, is the amazing, far reaching, practically unstoppable way in which the
Internet connects people together. The Internet allows people to communicate with each other
over vast distances, and across all kinds of boundaries that formerly made communication
difficult or impossible. To me internet is a tool, a tool where you could ask for help when you
need help, a tool where you could make money if you want to make money. The border line for
me the internet can do is to make communication possible. On the other hand, an internet is a
big part of a person. You can make money out of it. Selling things through the internet is way
too cheaper than making your own infrastructure. Also, with the internet, people don’t go to
offices anymore but to all works in the internet. Because of the advantage the internet is
capable giving to us, the internet is a part of a person. Now, not all people can ever live without
the internet.
Chapter 10 is an interview of Shaun WaIker don’t really know what to expect, because I
don’t really know Shaun Walker, so just like other chapter book reviews I am not really
expecting anything, what I am after is what Shaun Walker wants to let her readers know. That’s
all.
Review
Chapter 10 is an interview to Patrick Crane, before anything else,

let us first know who Shaun Walker is. Based on the book, “I’m Shaun Walker, and I’m the
president/xhief architect of DotNetNuke
Corporation. I was the original creator of DNN, which was released December 24, 2002; so
about five years ago now. It’s an Open Source web application framework that runs on the
Microsoft technology stack—SQL Server, Windows Server, and the .NET Framework, ASP.NET.”
Based on his interview on the book, web 2.0 heroes, Shaun Walker
had pointed out some pointed out important things in his interview. First, The Web 2.0
technology was the best attempt at coming up with a nice buzzword for a whole lot of new
technology and innovative ways that people are using the Internet. Because of the web 2.0
which is very interactive and more realistic, it had been the buzz of the people. People because
of the web 2.0 is now part of the internet rather than before. Second, a lot of the players that
are large today in terms of the Web 2.0 world will need to evolve with technology. People that
are connected and is dependent on web 2.0 should be knowledgeable and informed of
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technologies that are in place and would be in place. Also, the need of desktop applications
would be inline as pointed by Shaun Walker.
What did I learned?
The internet has been a great influence to the lives of everyone.

People needs the internet. So as a result, the internet is a means of income for us people. We
could make money through the internet and we can survive with the internet.
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Quote: “The Web is increasingly a social environment and…

people are using it to communicate with one another, like
they’ve always done—but now in such an open way.”
Before, without the internet or the world wide web people talk through letters, bringing it in
the post office then after a few days sends it to address where the sender wants it to be
mail. Email is really fast it is sent and received in seconds, minutes at the most. All you need is
wish to communicate every day, hundreds of thousands of people are communicating through
Problems are solved. Jobs are found. Handicaps and disabilities make no difference. Through
email and the other methods of online communication, people have become best friends
without ever seeing or talking to each other. It is not uncommon for people to turn to the Net
for answers, but internet users should be responsible enough to know whats right from wrong
so that information delivered would be credible. Now, internet is very much easy to access I
think that people will slowly transcend by using the internet as the means of their
communication. Actually its not only sending and receiving e-mail but also the means of leisure
Chapter 11 is an interview of Biz Stone don’t really know what to expect, because I don’t
really know Biz Stone, so just like other chapter book reviews I am not really expecting
anything, what I am after is what Biz Stone wants to let her readers know. That’s all.
Review
Chapter 11 is an interview to Biz Stone, before anything else, let us first know who
Shaun Walker is. Based my research, Biz stone Co-founder of Twitter and also helped make
Xanga, Blogger, Odeo, and Obvious. I've published two books about social media and have a
more professional profile on LinkedIn.
Biz stone had pointed out important notes in the interview. First, Web 2.0 is this big,
growing realization that the Web is increasingly a social environment and that people are using
it to communicate with one another, like they’ve always done. Because of the web 2.0, people
communicate alot. Which maybe one of selling points of twitter. Second, web 2.0 is known by
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everyone, because of the power of communication it gives and the convenience. Third, on
making your platform, it should be open to others so that people can contribute to it and
people can give you ideas on how to improve it. Lastly, the for me the most important, when
developing something in the web you should first prioritize the reliability of it.
The web 2.0 is a social environment to everyone. Anyone can talk and interact to others
and everyone could make comments and suggestions. Because of the web 2.0, it had greatly
impacted the social lives of the people.
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Quote: “Empowering the individual voice…let[s] any given individual become a publisher.”
Everyone wants to be listened and be different from the others. Since people are unique
and distinctive from one another. They act, they do things, and they think differently that’s
why are known having different voices in conversations. So, when they converse with other
people numerous times they get to have their own “voice” which is very different from others.
Example, when I converse with my friend for about 4-6 times, you get to notice how they
converse. For instance, when I chat with my friends, I get to notice how they talk, what words
they use and how they interpret things. So, based on my knowledge on how my friend’s voice
is, I get to notice whether she is being pretentious or not. I get to feel that she is the one I am
talking to since I already know how her voice is and the way she says things. People can never
have the same voice as other does, no one can be exactly the same as others think. This means
that, everyone one of us is known by others individually.
Because of the individuality we have, web 2.0 had allowed every single individual to be
publishers. The web 2.0 had enabled us to do things individually, like narrating what happened
to you, blogging and stuffs. Because of the web 2.0, it enables us to become unique publishers.
Chapter 12 is an interview of Seth Stenberg of meebo, don’t really know what to expect,
because I don’t really know Seth Stenberg, so just like other chapter book reviews I am not
really expecting anything, what I am after is what Seth Stenberg wants to let her readers know.
That’s all.
Review
Chapter 12 is an interview to Seth Stenberg, before anything else, let us first know who
Seth Stenberg is, based on my research this is a statement from Seth “: I am from CT and I went
to undergrad in CT (Yale) and then worked for IBM for a while before attending Stamford
business school. And then founded Meebo with Elaine and Sandy between first and second year
of business school. Ended up leaving a few weeks after beginning my second year and working
on Meebo full-time.”
Points I believe that are useful given by Seth are the following. Open Source Open
Source you can go in and fiddle with the code to make it better. Because of open source, people
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get to contribute to stuffs that would make it better. For instance if your developing an app and
made it an open source, others would be able to review it and make it better. Second, nobody
knows what web 2.0 means since everyone has different meanings of it. What only is defined is,
people uses the web 2.0 and shows it’s useful. Third, web 2.0 is very helpful, if you don’t use it,
you lose the opportunity to make money since business is done through the internet. Why the
internet is used for business? First of all, the cost of advertising and promotions is cheap rather
than making your own billboard and infrastructures. Second, people uses the internet most of
the time. 98% of the people knows how to use the internet and depends on it.
What did I learn?
When I put up my own business, I would use the web as a tool to make it run. Since I
would get to save lots of money rather than making up my own infrastructures, because of the
internet and convenience it gives, I can be profitable with just merely my computer, my site,
and my bank account. The internet is the new innovative simple way of doing business.
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Quote
“The cost of implementation and the cost of failure are

so low that we’re able to prototype and try lots and lots of things, very, very quickly.”
In the web, you can do business very quick and cheap. You don’t have to spend
thousands of dollars to make your businesses work and be implemented. Compared to
businesses that is being implemented like shops and boutiques which only in the infrastructures
mainly would cost you millions then eventually it will flop. The point is, when implementing
business physically, it is very hard and you have to study well for your market, since spending
millions is not a joke. On the other hand, if you do business using the internet, it is much easier,
lenient and best of all cheaper. You don’t have to hire your primary personnel to advertise your
product, even you yourself can advertise it, introduce it and if it doesn’t work you yourself can
change it. The power of the internet had greatly impacted how businesses work. The
implementation cost is very low, the advertising costs as well, and the good thing is, when it
flops, it will just take a minute to transform it into a newer, more efficient and much viable
business to serve the market.
Chapter 13 is an interview of Joshua Schachter I don’t really know what to expect,

because I don’t really know Joshua Schachter, so just like other chapter book reviews I am not
really expecting anything, what I am after is what Joshua Schachter wants to let her readers
know. That’s all.
Review
Chapter 13 is an interview on a guy named Joshua Schachter, first of all, who is Joshua
Schachter, based on the book he is Joshua Schachter (born 1974) is the creator of Delicious,
creator of geoURL and co-creator of Memepool. He has a B.S. in Electrical and Computer
Engineering from Carnegie Mellon University in Pittsburgh. Schachter released the first version
of Delicious (then called del.icio.us) in September 2003. The service coined the term social
bookmarking and featured tagging, a system he'd invented for organizing links suggested to
Memepool and publishing some of them on his personal linkblog, Muxway.[1] On March 29,
2005, Schachter announced he would work full-time on Delicious. On December 9, 2005,
Yahoo! acquired Delicious for an undisclosed sum.[2] According to Business 2.0, the acquisition
was close to $30 million, with Schachter's share being worth approximately $15 million.
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Now we know who this guy is, I have found out two important things this guy pointed
out, let us now go into it. First, Instead of spending millions of dollars on technology, people
are able to build a low-end PHP/Linux sort of environment for building pretty much anything.
Because of the internet, people do business in the internet rather than technology since the
cost of construction and maintenance is far cheaper. Second, If computer technology stopped
advancing for a few years right here, we probably wouldn’t be in terrible shape. Since
technology changes, people changes how things is done also, which points that people faces
new problems in their new innovations. If technology would stop advancing, probably things
would be put in ease.
What I have learned
Since the internet enables people to do business for a very little cost, after I graduate,
since I don’t have too much capital, I will make a business that would use the internet for it to
run.
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Quote
“That’s where Web 2.0 started; it was to help people more easily get into services like ours,
which are braindead simple to use. So, it has allowed people to have conversations that they
wouldn’t necessarily have been able to have.”
What is web 2.0 by the way? Web 2.0 describes the changing trends in the use of World
Wide Web technology and web design that aim to enhance creativity, secure information
sharing, collaboration and functionality of the web. Now because of the web 2.0, people get to
be connected and collaborate to eachother. Before, the internet is just a one way transaction.
Because of the web 2.0 people became more collaborative. People converse and transact. Just
like You Send It, it enables people to share files which was not evident before.
Chapter 14 is an interview of Ranjith Kumaran I don’t really know what to expect,

because I don’t really know Ranjith Kumaran:, so just like other chapter book reviews I am not
really expecting anything, what I am after is what Ranjith Kumaran wants to let her readers
know. That’s all.
Review
Chapter 14 is an interview on a guy named Ranjith Kumaran, first of all, who is Ranjith
Kumaran? Based on the book he is “I’m Ranjith Kumaran and I’m the founder of YouSendIt.com.
What actually YouSendIt does, we’re the leading company that allows users to send, receive,
and track large files, files of any size, on the Web today. We primarily cater to businesses and
professionals, but we have a vested reach into the consumer space as well.”
Now we know who Ranjith Kumaran is, now let us now go into the important points he
had stated during the interview. I have quoted important notes he had given out followed by
my explanation based on my own understanding. “The ability of the Web to connect people
and enable collaboration is enabled through allowing the re-syndication of data and services by
anyone.” The web had enabled people to be collaborative. Because of the web people interact,
transacts and converse online, which makes them productive compared before. “At a high
level, Web 2.0 is about enabling interesting conversations and collaboration. The more people
you can service, the more value they get out of it.” The web is about conversing to make people
productive, when you make your own application, just like what this guy did, people uses his
application, which yields to the conclusion, people value what he had built. “If our users aren’t
asking for it, we’re going to leave it out. There’s almost a stigma if you’re not following the
latest and greatest thing.” When making your app, if your market doesn’t need it, don’t make it
possible to work, since no one in this world will value whatever app you invested your sweat in.
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What I have learned
In the world of business, do things that your customer wants and needs. Even if you
have everything working, if it is not the needs of your market, then it will yield you losing. Your
market is very much important, which has to be valued. Just what value you want to experience
when people uses your products.
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Quote
“If it wasn’t for Open Source, it would have

been much harder to get started.”
Open source softwares is such a big help on developing your own application. Just like
Linux, Apache, MySQL, and PHP. These products are Open Source and generally freely
available. They can be used to create and run dynamic web sites at low to no cost. To be
understood clearly, here is an example. If you were to construct a house, you would buy all the
needed materials, it would be hard for you if you don’t have enough money to construct your
dream house. Substitute the money for building the house with open source. If you don’t have
the money to build your dream house, no worries open source would provide all the money for
you. See the idea? Open source enables ordinary people to make websites for free. It just
simply says that, you can have a business without spending anything. Thanks to open source. As
this statement says, without open source, things would be quiet complex.
Chapter 15 is an interview of Garret Camp I don’t really know what to expect, because I
don’t really know Garret Camp , so just like other chapter book reviews I am not really
expecting anything, what I am after is what Garret Camp wants to let her readers know. That’s
all.
Review
Chapter 15 is an interview on a guy named Garret Camp. First of all, who is Garret Camp
? Based on the book here is a line given out my Garret Camp “My name is Garrett Camp, and I
am one of the founders and chief product officer of StumbleUpon. I started StumbleUpon
about six years ago, in November of 2001. We were based in Canada, and I was doing both
StumbleUpon and graduate school for four years until the end of 2005. After graduating I
brought the company down from Calgary, Canada, to San Francisco in January 2006 and we
raised some Angel funding. Once we had money, we started to hire people, and we’ve now
grown from just 3 up to 20 people today. StumbleUpon now has more than 4 million registered
users and its central purpose is enabling personalized content discovery.”
Now we know who Garret Camp is, now let us now go into the important points he had
stated during the interview. I have quoted important notes he had given out followed by my
explanation based on my own understanding. “Today, if you have an idea that you want
experiment with, it doesn’t cost very much to try” Because of open source, it enables people to
do stuffs for free, to do websites for free, so if you have anything in mind it 100% free to try it
out. “The whole point of Open Source is to be able to build apps in an interactive fashion based
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on people’s feedback, to start with something small and improve based on people’s feedback.”
The main point of open source is to have people collaborate. People depends on what others
do, which makes things at its best.
When I get to develop my own website, I will use open source. First of all, it is free of
use. Second, I would get to collaborate with other people and have my site work to the fullest
since I get to share and receive comments from others.
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Quote
“The most important thing is that even though we felt in the ’90s that the Internet was having a
big impact in people’s lives, we’re seeing in this decade that it’s reconstructing
a lot of industries and shifting a lot of value around while improving people’s lives.”
The internet is a huge factor of the lives of everyone. The internet enables us communication
that other media can never ever give. People use the internet to do their businesses and they
make money out of it. For me the internet plays a great role to us people. Before things are
done manually, mails are sent through the post office now electronic mails exist. The internet
enables us to get information easily which really helps every one of us. For me internet is an
advancement of communication that has been around for years. The most important thing the
Internet does it, is the amazing, far reaching, practically unstoppable way in which the Internet
connects people together. The Internet allows people to communicate with each other over
vast distances, and across all kinds of boundaries that formerly made communication difficult
or impossible.
Chapter 16 is an interview of Rodrigo Madanes I don’t really know what to expect,

because I don’t really know Rodrigo Madanes, so just like other chapter book reviews I am not
really expecting anything, what I am after is what Rodrigo Madane swants to let her readers
know. That’s all.
Review
Chapter 16 is an interview on a guy named Rodrigo Madanes. First of all, who is Rodrigo
Madanes? Based on the book here is a line given out my Rodrigo Madanes “I am a technologist;
I’ve been in the industry for about 15 years. I did my PhD in a flavor of human interaction, so,
I’ve been studying how people use computers and how to make them friendlier. I to do product
design that would be working with everything that had to do with making Skype friendlier; that
was one of the big innovations at Skype: Internet calling that worked and was easy to use.”
Now we know who Rodrigo Madanes is, now let us now go into the important points he had
explanation based on my own understanding. “shifting a lot of value around while improving
people’s lives.” What is being referred here? The internet, the internet had impacted our lives a
lot. The way people lives and does things had been entirely different because of the internet.
“In most periods of substantial innovation, which tend to last five to ten years, you will
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encounter a number of obstacles and problems along the way. This is typical with technology
and innovation.” Technology wouldn’t be perfect. Since every single day there are always
revisions and new comings. If people gets to face problems with technology, it is normal. For
me, if people gets to encounter problems with the internet, as a technology driven country we
should always solve problems coming our way. “Web 2.0 is one of the great technology phases
that was mostly consumer led.” Because of the fact that the web 2.0 had changed us, I also
believe in what Rodrigo Madanes had stated, technology had been one of the best technology
phases.
The web 2.0 had greatly impacted our lives, without web 2.0 it is like cutting the lines of
communications towards other ever connected people.
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Quote
“Web 2.0 is about how businesses are changing, how people are collaborating, and how people
are unlocking content to be used in new and innovative ways through customization, at orders
of magnitude of less cost than they’ve ever had before.”
Web 2.0 is about how business are changing, how? Because of the web 2.0, business
exist in the internet. Businesses do not require millions to operate, what they just need is to
have a website and that’s it. For me, one of the reasons why businesses is starting to go into the
web to make money is because of cost. It is easier to have your business in the web since it do
not require lots to operate and also, people are always online, people are always listening to
you since everyone knows how to use the web. Unlike before, you have to hire all your
competitive employees and pay them alot, but now the good thing about the web 2.0 is that
you yourself is the boss, you yourself is your employee.
Chapter 167 is an interview of Rod Smith I don’t really know what to expect, because I
don’t really know Rod Smith , so just like other chapter book reviews I am not really expecting
anything, what I am after is what Rod Smith to let her readers know. That’s all.
Review
Chapter 17 is an interview on a guy named Rod Smith. First of all, who is Rod Smith ?
Based on the book here is a line given out my Rod Smith “I lead our emerging Internet
technology initiatives at IBM; I’ve done it since 1995. Back then, I was also the Java CTO and
was thinking about how we help grow Java from the language into an open middleware
platform that would garner broad industry adoption. My team has also been very involved in
Open Source, particularly through the Apache Foundation, and open standards around
application and data interoperability; we were very early innovators in XML, providing the early,
W3C, standards-based parser to an Apache project. This then evolved into working on open
distributed computing standards and technologies, such as SOAP, which evolved into Web
Services. Today this is what we refer to as SOA—a loosely coupled programming model
architecture enterprises are embracing.”
Now we know who Rod Smith is, now let us now go into the important points he had stated
during the interview. I have quoted important notes he had given out followed by my
explanation based on my own understanding “Web 2.0 is that intersection of social changes”
Social changes? Yes web 2.0 had influence how people socialize, how people communicate.
Because of the web 2.0 people communicate differently, no mails sent with the post office,
communication is done quickly. “Web 2.0 offers them that and they seem to resonate quite
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well with it.” What is referred here? Web 2.0 enables people to share information, that’s what
they always wanted. With that feature, they get to feel that they are part of the web. “Web 2.0
really is empowering and can help transform IT and line-of business Relationships” The web 2.0
had greatly influenced how businesses work. Businesses talks through intranets which makes
them more efficient.
When I get to graduate and make money, I will make my business run through the
internet, since I have more market if I use the internet and I get to reach my market easily.
Besides it is very cost efficient.
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Quote
“There is no consensus in the industry of what Web 2.0 is.”
When people are asked what web 2.0 is, they have lots of meanings of it. People has
different views on the meaning of the web 2.0. Actually there is no right and wrong answer of
the web 2.0. For me the meaning of web 2.0 is and what really is the authentic meaning of it
based on Wikipedia, web 2.0 is creativity, communications, secure information sharing,
collaboration and functionality of the web. Web 2.0 concepts have led to the development and
evolution of web culture communities and hosted services, such as social-networking sites,
video sharing sites, wikis, blogs, and folksonomies. The term became notable after the first
O'Reilly Media Web 2.0 conference in 2004. I believe in this meaning of web 2.0. It is all about
socializing, communicating and sharing. The web 2.0 made people to communicate in a
collaborative way. The web 2.0 had enabled people to share continuously to keep track of
everyone’s lives.
Chapter 18 is an interview of Tim Harris I don’t really know what to expect, because I
don’t really know Tim Harris , so just like other chapter book reviews I am not really expecting
anything, what I am after is what Tim Harris to let her readers know. That’s all.
Review
Chapter 18 is an interview on a guy named Tim Harris . First of all, who is Tim Harris?
Based on my research here is a line given out by Tim Harris, “I am a researcher at Microsoft
Research Cambridge (UK) where I work with the Cambridge Systems & Networking Group, the
Programming Principles and Tools Group, and the BSC-Microsoft Joint Research Centre. My
main research interests are in the design and implementation of programming languages and
managed runtime environments to support multi-threaded and multi-processor software.”
Now we know who Tim Harris is, now let us now go into the important points he had
explanation based on my own understanding “Microsoft is the only company that can provide
developer tools that span all of the consumer scenarios, all of the enterprise scenarios, the
consoles, mobile phones, desktop, and browser based—you name it.” Well we all know that
Microsoft had offered lots of tools that would help people to develop various types of
applications and the thing it, it is indeed useful. On the contrary I do believe that not only
Microsoft can provide these tools but as well as other known firms like Microsoft. “It is obvious
that business models are changing.” Business models change because of technology.
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Operations and business approach to their market is entirely different since technology is a
great factor for both clients and businesses.
Developers should know business models of firms before they develop such
applications. I do believe in this, you should know what you are working for, if not no matter
how hardcore you are it wouldn’t lead you to anything.
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Quote
“If you have something to offer, it will get noticed”
Because of the web, it enables us to communicate; with the web it helps us to talk to
people effectively. That is why in business it is vital to advertise using the internet. Since
everyone uses the internet, your products get notice quickly.
Chapter 19 is an interview of Bob Brewin & Tim BrayI don’t really know what to expect,
because I don’t really know Bob Brewin & Tim Bray so just like other chapter book reviews I am
not really expecting anything, what I am after is what Bob Brewin & Tim Brayto let her readers
know. That’s all.
Review
Chapter 19 is an interview on a guy named Bob Brewin & Tim Bray. First of all, who is
Bob Brewin & Tim Bray? Based on my research here is a line given out by Bob Brewin & Tim
Bray, “Bob: I’m a CTO and VP for Sun Software. Like Tim, I’m a distinguished engineer. Most of
what I look at and touch upon at Sun are those things that will layer on top of operating
systems: much of the Java space, much
of the developer space, much of the Web space. We have another CTO at Sun that focuses on
the operating level, Tim Marsland. There is sort of a separation of roles, although there is
obviously a lot of crossover. Tim: My title is director of web technologies. I’m a distinguished
engineer like Bob. I’m sort of a designated “wild-eyed crazy,” sharing ideas about dangerous
new things. I was deeply mixed up in the original introduction of blogging at Sun back in 2004,
which kind of plunged us neck-deep in what we would now call the Web 2.0 waters. It has really
been a tremendous success [in regard to Sun] as an enabler in a business and cultural view.
Now we know whoBob Brewin and Tim Bray is, now let us now go into the important
points they had stated during the interview. I have quoted important notes he had given out
followed by my explanation based on my own understanding. Enterprises need to think a lot
about how they are going to succeed in a world where they no longer control the flow of
information. In business today, it is very hard to control your market, since information flows
anywhere and everywhere. As a business, you should be very keen and observe how your
market is doing. There may be cases where directly implementing Web 2.0 technology may not
directly drive revenue ideas and ROI, but looking at the larger picture, it is phenomenally huge. I
agree to this statement, it doesn’t mean that if you make use of the web you will make money,
you should be smart where and why you will make use of the technology. If you look at Web
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2.0 features and consider the number of people that might potentially want to participate, then
we are just beginning. At this point in time, there are many users of the web 2.0. We can see
people willing to participate which will help us business minded people to make.
Now, everyone is using the web 2.0. We can see people willing to participate in the web
2.0. With this conclusion, we business minded people has a place in the world of web 2.0, we
can make use of those participants and make from them.
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Quote
“Everyone is integrating Web 2.0 patterns into their web sites today.”
• Web 1.0 was about reading, Web 2.0 is about writing

• Web 1.0 was about companies, Web 2.0 is about communities
• Web 1.0 was about client-server, Web 2.0 is about peer to peer
• Web 1.0 was about HTML, Web 2.0 is about XML
• Web 1.0 was about home pages, Web 2.0 is about blogs
The main reason why people are into the web 2.0, communicating is not a barrier anymore, the
web 2.0 composed of social networks, rss, ajax to mention but there are tons of advantages the
web 2.0 has.
Chapter 20 is an interview of Michele Turner I don’t really know what to expect,

because I don’t really know Michele Turner so just like other chapter book reviews I am not
really expecting anything, what I am after is what Michele Turnerlet her readers know. That’s
all.
Review
Chapter 20 is an interview on a women named Michele Turner First of all, who is

Michele Turner? Based on my research here is a line given out by Michele Turner “I’m Michele
Turner and I’m vice president of platform product managementand developer relations for
Adobe. My background: I spent sometimes at AOL. At AOL I ran personalization and part of
their communicationsproducts. I had responsibility for my AOL and other products there.I also
did a couple of Web 2.0 startupsbefore I came to Adobe. So I’ve donethe big Internet
companies, the littleInternet companies, and kind of followedthe whole thing from Web 1.0 to
Web 2.0.”
Now we know who Michele Turner is, now let us now go into the important point she
had stated during the interview. I have quoted one important note she had given out followed
by my explanation based on my own understanding. All of this technology was there since Web
1.0, but the content wasn’t. Until we made the content compelling, it really didn’t take off. Now
with Web 2.0, it is about giving a lot of control back to the user and leveraging that
infrastructure that was built with “Web 1.0” to enable extremely rich experiences now, that
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couldn’t be done back in the day. Before, all the contents in the web 1.0 is more likely the same
with the web 2.0, but the problem was the content, now we have the content, that is what
makes the web 2.0 collaborative.
I have learned that before the web 2.0, the web 1.0, it was so hard to be collaborative. It
was so hard to communicate. It was so hard to keep track of information. Now, we have the 2.0
which had built content to the structures the web 1.0 had given. With the web 2.0 it became
more easier for people to communicate.
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Final Paper: A study of Kabayan Incorporated
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CHAPTER 1
Company Background
37 Calle General Serrano
38004 S/C de Tenerife
Canary Islands, Spain
Tel/Fax: 922 276330 / 922 709202 / 630033157
Email: kabayanbox@wanadoo.es
KABAYANBOX S.L. is a registered company under the Gobierno de Canarias Consejeria de

Economia y Hacienda with business tax identification permit number (CIF) B38788998 based in
Santa Cruz de Tenerife, Canary Islands, Spain.
The company was created as a forwarding agent of personal effects, balikbayan boxes, for
Migrant Filipinos working in Tenerife with plans of covering the whole of the Canary Islands.
Alongside with our regular shipments of personal effects to the Philippines, we do money
remittance acting as an official agent for BPI (Bank of the Philippine Islands) Money Remittance
Center based in Barcelona, Spain.
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One other product is SUNSTROLLERS.COM an independent product and will work alongside
KABAYANBOX as a travel company. This is to promote Tenerife and the Philippines via the
internet re accommodations and local tours. A Travel Office will be created in Tenerife to
address clients’ needs.
The company will be known as KESP (Espania) with future business openings in Italy (KITA)
and the United Kingdom (KUK).
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Mission/Vision
Our vision is to bridge culture and tradition.
The company’s mission is to showcase the best of Philippine products and produce. By
supporting the small cottage industries in the Philippines, we hope in a small way to help market
and provide a means of livelihood to a small group of talented artisans’ in the Philippines.
We look forward to our first import of the best handpicked products from the Philippines. As a
cargo forwarder, we were able to encourage hard working migrant Filipinos, especially in
Tenerife, to send gifts i.e. food and other local products to their families in the Philippines. Apart
of their monthly financial help to their families.
To help further the community, we were able to tie up with a reputable bank called BPI (Bank of
the Philippine Islands) the most prominent bank in the Philippines. This bank facilitates our
Money Remittance service via BPI Barcelona giving the migrant workers better exchange rates
and value for their money. We guarantee the cheapest service rates compared to other
competitors. In return, we do our best to give back something to the community. We have
allocated a certain portion of our income to help the community. We offer free shipping of
personal effects for migrant workers who lost a family member. We have a larger place to
encourage the community (please see photograph enclosed) to use our facilities.
We will have a Filipiniana section. This will have a small library containing reading materials on
Philippines. We will be subscribing newsletters issued monthly from Filipino Communities
around Europe. One project is local community integration. We will have Spanish language
classes and seminars through the local government key speakers. Also, a weekly Sunday mass
is what we hope to achieve.
So one way of giving back to the local government, we created SUNSTROLLERS.COM. This
company will work alongside KABAYANBOX in providing service and promoting culture. Our
future staffs will be highly trained customer service people. They are expected to attend Travel
and Trade Shows to further their product knowledge and confidence.
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KABAYANBOX S.L. is a young, bold and dynamic company who is not afraid of change within
the business world in providing excellent service to all its customers and providers. It will be a
multi cultural company. Our total commitment to bridge culture and tradition.
We will be a service provider with difference.
Background or History
KABAYANBOX S.L. was created as a center for Migrant Filipinos in the island by providing
them with the services they require such as balikbayan boxes and Money Remittance. We do
regular shipments of boxes for the Filipinos to their families in the Philippines. A cultural trait for
overseas Filipinos who enjoys sending gifts, clothing and other personal things regularly to their
families in the Philippines. This can only be understood by someone who knows the culture
itself.
The company is a partnership / co-ownership between Filipino Nationale, Johnny Tomo, and a
Norwegian Nationale, Per Bakke.
Don Per Bakke has been living in the island for more than 30years. A well known figure within
the Travel and Tourism Trade in the Canary Islands. One main reason why the company was
created in Tenerife. He will spearhead the creation of SUNSTROLLERS.COM accommodation
and travel company. Please browse through our long standing website waiting for its launching.
Johnny Tomo, a british resident for almost 15years. He will help to organize the Filipinos in the
island. One of the core points why this company was created.
Our new business location in the city will further boost the Filipinos morale in the area with a
larger business space to further give them the best service they need a place where they can
meet and do their weekly meetings point rather than in public parks.
Our future Filipiniana section will surely promote more of Philippines to the locals. We will be
selling Philippine products and produce.
This whole pilot scheme will be copied and introduced to the United Kingdom and Italy subject
to the success of our pilot program in Tenerife, Spain.
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Products and Services
Number of Customers: 100+ regular customers
Number of Transactions: 60 to 80 OFW Customers per shipment
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Organizational Chart (as of July 2007)
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Chief Executive Officer
Main Office:
TENERIFE
SPAIN UNITED KINGDOM ITALY PHILIPPINES

Country Manager Country Manager Country Manager Country Manager
Sunstrollers.com
Money Remittance Call Center 24/7
Balikbayan box
Paysetter
1 Spanish Speaking Reservation
Filipiniana 3 Full Time Staff
Staff 1 Pick up and Delivery Staff
Avida
2 On Call Staff
1 Airport Rep/Tour Rep 1 Helper
1 General Sales Person
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Statement of the Problem
Being both a store and a package shipment company for years, the Kabayanbox mostly
performs their Package Placement System under the Operations department traditionally for a
more hands-on approach.
Processes that oppose adaptability:
• Filing and purchasing boxes for placing a package consume much time
mainly for those clients who were considerably prefer to be less active.
• Waiting for the package to be prepared and finalized by the customer also
consume much time. Its instance to become more tedious makes the process
even more costly for both customers and Kabayanbox.
Processes that reduce efficiency:
• Repeating transferring, checking, and reconfirming of the customer’s

package by the Sales Clerk, who performs the task of maintaining all possible
communication as possible with customers, to the necessary personnel
increases the cycle time especially when the company is managing more
placement of package than the usual. This requiring of much time determines the
wait for confirmation of the client.
• Not having any file support system that will enable a computerized record
to be more accessible for further updating of customer information and
transaction only make the company more liable for inaccurate details.
This led the analysis team to confine the study within that department specifically on the
processes of purchasing the boxes necessary for the shipment, requesting for package pick up,
and storing the actual package for the shipment quota. In response to the firm’s mission to serve
the clients to the fullest and create an environment where the client’s needs comes first, the
analysis team aims to provide options for the improvement of its decelerating efficiency and
adaptability.
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Objectives of the System
The goal of the study is to set an overview of the possible changes for the enhancement
of efficiency and adaptability to the changes in the way the market wants their package to be
processed. In order to achieve such goal for the benefit of the company, the analysis team
intend to:
• Move from meeting basic requirement to exceeding expectations

• Adjust and adapt to changing customer needs
• Provide nonstandard activity to meet special client need
• Reduce total cycle time
• Remove unnecessary administrative tasks, approvals, and paperwork
• Minimize wait time per unit
• Eliminate or combine activities which are performed in several part of the system
• Combine similar forms
• Assure the safekeeping of the forms.
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Significance of the Study
Aware that the Package Placement System within the Operations Department performs
a significant role in the relationship and agreement of the customers and prospective clients with
the Kabayanbox in mind, a study on the Package Placement System does not only define the
actual internal threats in the present processes of the company but it also identifies the aids and
the barriers to the goal of slowly boosting the efficiency and adaptability of the system. Because
Kabayanbox does not advertise their services nor apply any other technology, the current
system is the only point where clients can inquire about them, thus opening more opportunities
for the improvement of the firm and adapting with the needs of the clients. Also, once the clients
apply with the new modified system, the experience of the effortless process of placing their
packages and confirming to ship them in an account should guarantee the client’s trust. Gaining
the client’s trust and serving them with preeminent satisfaction will bring the company on step
closer to the vision of being the number one Filipino focused package Shipment Company in
Spain.
Scope and Limitation
The study on the Package Placement System of the analysis team concentrated on the
processes of allowing a customer in updating existing information and new clients to apply for
placement of their package. Although the study included the placing of packages of customers
and preparing their packages, it did not encompass the computation and the recording of all
transactions and the payment of the company to the actual shipment company. Kabayanbox
being only an intermediary for customers who seek to place their packages to be shipped is the
only concern. The physical shipment will be liable to the shipping company contracted by
KAbayanbox which ensures safety and time bound delivery of goods and services.
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CHAPTER 2
Use Case Diagram
Package Placement System
Purchase
Standard Box
<<includes>>
Place Shipment
Request
Customer <<includes>> Sales Clerk

Pay Transaction
General Description:
Package Placement System of Kabayanbox S.L. deals with manual buying and selling of
standard boxes needed for shipping along with the transaction required in it.
Primary Actors:
Customer:
The customer is the one who will pay for the shipment request of the package.
Sales Clerk:
The Sales Clerk accommodates the customer and records all the transaction.
He/she is also assigned to answer the confirmation whether the package prepared by
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the customer is ready for pick up. Once the package arrived in the head office, the
Sales Clerk will now update the inventory.
Use Case(s):
Place Shipment Request:
The shipment order can be finalize with the Sales Clerk once the customer
decided to ship it. The placement of shipment request will only take place once the
customer paid for the transaction and purchased the standardized box available in
Kabayanbox Head Office.
• Purchase Standard Box:
The customer has to purchase the standard box because this signifies that the
package is about to be shipped by the Kabayanbox S.L. with safety of course.
• Pay Transaction:
Prior to any package shipping placement, the customer has to pay first and
negotiate with the Sales clerk with the other details necessary for the package to
be shipped.
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Activity Diagram
Package Placement System
(Place Shipment Request)
Customer Sales Clerk Transport Agent
Buy Box Prepare Boxes
Process
Receive Box Requirements and
Agreements
Pack items
Contact Transport
Call for pick up Agent Confirm pick up
[if cancel]
[if continue]
Pick up the box
Store box
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Narrative
1. The customer will buy boxes of their choice from the main office of Kabayanbox S.L at
Tenerife, Canary Islands. It depends on their items if they want to purchase 2 or more
boxes. Regarding about the weight of the box if there will be an extra charge. Also, it is
optional to buy the tape for packaging.
2. The sales clerk and the customer will have a transaction regarding on how many box they
purchase, how much is the weight of the box. And all other requirements of the company.
The customer comply all the requirements of Kabayanbox S.L for the issues of loss or
damage and must also comply with the shipping company who is responsible for shipping
their items.
3. Customer will pack all the items that he/she wants to deliver. When it’s finished, the
customer will call the main office for pick-up.
4. The assigned clerk in main office will call the Transport Agent or their hired people
specifically to pick up and transport the package to the main office.
Note: As Kabayanbox S.L wait for the packages to reach the quota, they will contact the
Monark Customs Brokerage Corporation who is responsible in forwarding or delivering
the customer packages all around the Philippines. Kabayanbox S.L will confirm Monark that
there will be arriving boxes.
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Process Time vs. Cycle Time
Process Time Cycle Time

Activities
(min) (min)
1. Buy box 2 3
2. Prepare box 4 5
3. Process requirements and agreements 5 6
4. Receive box 1 2
5. Pack items 20 25
6. Call for pick up 4 5
7. Contact transport agent 2 3
8. Confirm pick up 3 5
9. Pick up box 5 7
10. Store box 5 10
TOTAL 51 min. 71 min.
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Geographical Flowchart
Storage Room
Lounge Area
Main
Office 5
2
3
4
Transaction Office
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Chapter 3
Table of Recommendations
Problem Recommendation Affected Activity

• Kabayanbox SL’s own Website
which contains information about
the company, details on how to
place a package, online
application for package
placement, shopping cart for It is more of an additional
boxes and other materials, online system on the side of the
payment transaction, and an company, not reengineering
interactive tracking system that nor improvement. However,
will enable the clients to always it will greatly affect the
Slow package placement keep track of their package and existence of the following
process at the same time, have an activities due to its
assurance that it is on the way to availability online:
its destination.
• Not only that this Website will
open doors to Kabayanbox in
• Buy Box
The company needs terms of marketing but it will also
• Process Requirements
more advertising serve as an online Enterprise
and agreement
Resource Planning Solution
which will be designed to • Call for pick up
coordinate all the resources, • Contact transport agent
information, and activities • Confirm pick up
needed to complete business

processes such as order
fulfillment or billing. Having it
available online will make it
accessible and easier for the
manager to have an accurate
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record of all the transactions.
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Use Case Diagram
Kabayanbox Website
Supply
Shipment Data
<<includes>>
Place Shipment Pay Transaction

Request
<<includes>>
Customer
<<extends>>
Track Package
View Company
Details
General Description:
This is the Kabayanbox Website made to accommodate and place shipment requests
via online transaction. With far more accessibility and promotional benefits that will reach out to
a wider range of markets, this website will soon grow into the hearts of existing and probable
customers of the Kabayanbox S.L.
The Kabayanbox Website is simple and user-friendly. All the customers interested in
placing packages for shipment will just have to go online, type the Kabayanbox URL and
register by clicking a single button then supplying personal details, shipment information, and
confirmation. Upon the customer’s confirmation of the shipment details, he/she has the option
of paying it online and once it is paid, a tracking code number, which is generated automatically,
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will be given. This will enable them to view their package’s status and stop giving them the
feeling of security and control over their shipment.
Primary Actors:
Customer:
The customer is the interested customer initially online to view the Kabayanbox
Website. The customer can be:
• A PayPal account holder for online transactions

• An existing customer who wants to track his/her package status
• A probable customer requesting a view of his/her package shipment
quotation
• Anyone who heard and curious about Kabayanbox’ new Website
Use Case(s):
View Home:
The homepage of the Kabayanbox Website contains the main information and a
bird’s eye view of the whole content of the website. All the features provided online are
technically here and just a click away.
View Company Profile:
The Company Profile can be viewed by clicking on its button in the website. It
contains the Mission and Vision, and the History of the Kabayanbox.
View Company Partners:
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The logos, with direct links, of all the Company Partners of Kabayanbox are
automatically displayed in the homepage.
View Products and Services:
The complete list and description of the Products and Services can be viewed by
clicking on its button in the website. It displays the name of the products and services
including a brief description and the rates of each.
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Place Shipment Request:
The customer has the access to Place Shipment Request online through the
Kabayanbox Website. This page contains few textboxes to be filled out by the customer
necessary for the package shipment to takes place.
• Supply Shipment Data:
Once the customer wants to request a package shipment or any of the

products and services provided by the Kabayanbox, it is essential to
provide all the required details for the shipment to come about such as
personal, shipping, and PayPal account details.
• Pay Transaction:
If the customer agrees to the Terms of Services of Kabayanbox and still

decided to continue with the placing of package shipment, he/she has the
ability to just pay online through his/her PayPal account.
• Track Package:
Upon paying the transaction online, the customer will be given a

generated tracking code in order to view the status of the package
anytime, anywhere.
Detailed Narrative:
1. Customer visits the site. He/ She will automatically be diverted to the homepage of the
website. The Homepage of the website includes the following options the user may click on.
Brief Background of Kabayan Incorporated including the organizational chart
Company Partners
Product and Services
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Rates
Zones supported
Contact Details
View Shipment Status
2. Then registers for the transaction. Listed are the following information prompted to be filled
by the user.
• Fills out personal information of the customer. His Last Name, First Name,
Contact Number, Home Address, E-mail Address. This primary information would
be used to reach the sender of boxes being transacted to us.
NOTE: From now on, from time to time, there will be a cancel button present in the
page asking the user if he wants to continue or not. If the cancel button is selected it
will always be directed to the home page of the website.
3. If continue is selected, after the filling the personal information page, now the user will be
inputting shipping information. The shipping information details are vital information which would
be used by the Kabayan to inform them to whom and to where boxes being transacted will be
transported. Without this relevant information Kabayan will no longer give their service to the
customer since the company has no information on where to ship the boxes. The following are
the questions for the shipping information:
Full name who will be accepting the shipment
Address of the place of delivery
Relation
How many boxes to be sent
4. After having the necessary information about the shipment venue, the user would be able to
view the estimated quotation on how much he would be paying for the shipment of his
goods. The value would vary on how many boxes he had pointed out he would be sending.
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5. If the customer agrees to the price delivered to him on the quotation, he will fill the necessary
information of the payment terms. We have assumed that the customer will be paying in pay
pal.
6. Once necessary information is given for the PayPal, the website connects to the PayPal and
confirms the PayPal account if it is authentic and real.
7. Then, the PayPal validates the account. If it is valid, it will perform the operation. On the other
hand, if the PayPal account the website will automatically go back to the page where it is
asked to input information for the payment for PayPal.
8. If the PayPal transaction succeeded, the customer will be given a tracking code where he can
track the status of his shipment. The tracking code will be generated by the server of
Kabayan.
9. Finally, the customer will get to view his registration details. Anytime he has the right to know
the status of his shipment by just going to the company’s website and click on the button,
“view my shipment status”.
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Activity Diagram
Kabayanbox Website
(Supply Shipment Data)
Customer Kabayanbox S.L. System
Click form Show form
Fill form
Finalize form and Check supplied form

submit
[if valid] [if invalid]

View message box
Edit form
Process papers
Confirm processing
Show message that is process

incomplete
Process papers Back to home page
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Kabayanbox Website
(Track Package)
Customer Kabayanbox S.L. System
Click “Track my Package Status
Authorize Tracking
Enter Tracking No.
number
[if valid] [if invalid]
Get Update Info from

Database
View Package Status
Show message box

[if invalid]
[if valid]
View home page Back to home page
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Kabayanbox Website
(Pay Transaction)
Customer Kabayanbox S.L. System PayPal
Finalize form
Submit form
View message box

that form is
processed
Show form for

Pay Transaction Account Details
[if lacking]
[if complete]
Supply Account
Details
Authenticate Account
Confirm Transaction
Approve Transaction
Record Transaction
in
A
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Customer Kabayanbox SL System Asia Pay
Release Tracking ID
Get tracking ID
View home page
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Activity Diagram Narrative
A. Supply Shipment Data

a. The customer will go to the homepage of the company to view the form
for application. Upon filling it up, the customer will then check and submit
the form.
b. The system of the company will now check if all of the required fields by
the customer are supplied completely. If it is valid, the system will notify
the customer, but on the other hand if it’s invalid the system will ask to the
customer.
c. Upon supplying all of the necessary information the system will now
process all of the paper papers.
B. Track Package
a. The customer will go to the website of the company to enter the particular
Tracking number assigned to him/ her.
b. The system will show the form for the tracking of package/s and will the
update for the specified package from the database.
c. The system will be able to view the package status when if his/ her
tracking number is valid, otherwise if it’s invalid he/ she can’t view the
package status.
C. Pay Transaction
a. The customer to pay a transaction should first accomplish and finalize
his/ her form then submit it to the system. The customer is now ready to
pay the transaction.
b. The system will now ask for the Account details for verification of the
customer’s account.
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c. PayPal will now authenticate the customer’s account to satisfy the next
procedures.
d. To complete the process, the system must confirm the transaction done
by the customer and then the confirmation letter will be sent to the
customer as well.
e. Upon the approval of the customer, every single transaction will be
recorded and have their Tracking ID.
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Benchmarking
In order to determine the standing of Kabayanbox S.L in cargo shipping industry within
the territory, the analysis team presented 2 firms namely, Federal Express Corporation as for
world-class comparison and Express Mail Service Postal Exprés as a local competitor. The
analysis team also included the processes of each company to compare it in Kabayanbox S.L
COMPANY A:
FedEx is committed to providing outstanding customer experience, to being a great place to

work, a thoughtful steward of the environment and a caring citizen in the communities where we
live and work. At FedEx, we are passionate about sustainable connecting people and places
and improving the quality of life around the world.
In Europe, The FedEx Express hub at Roissy-Charles De Gaulle airport in Paris, France, is the
primary European gateway for packages sent by FedEx customers throughout the world. The
airport boasts a multi-modal logistics center with good highway linkages.
Details:
Classification: INTERNATIONAL
Status: Active
Business Address: Europe Headquarters: Brussels, Belgium
Countries and Territories Served: 89
Paris, France; Stansted; United Kingdom;

Main Hubs:
Frankfurt, Germany; Cologne, Germany
Telephone No/s: 902 100 871
Email Address es-claims@fedex.com / esmaster@fedex.com
Source: FedEx.com
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COMPANY B:
Express Mail Service Postal Exprés
EMS is the gateway for all packages sent by the customer within and outside the island. It is the
most economical way to send articles. The addressee signs for receipt and all deliveries are covered by a
fixed loss warranty. This service can be accompanied by a message confirming receipt, cash on delivery
order and insurance. Another service is the priority delivery of merchandise and objects. The customer
signs for receipt and all deliveries are covered by a full loss warranty.
Details:
Classification: INTERNATIONAL / LOCAL

Status: Active
Business Address: Europe, Spain
Countries and Territories Served: Rest of Europe
Telephone No/s: (91) 536-0110 (Spain Post Office)
Email Address EMS.Unit@upu.int
Source: http://www.ems.coop/site/Main.php
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Analysis
EMS Postal
FedEx Kabayanbox S.L
Expres
Process
3000+ (Estimated 500+ (Within 100+ regular OFW
Number of customers
across Europe) Canary) customers
60 to 80 OFW
Depends on the Depends on the
Customers sometimes
Number of transactions volume of volume of
it depends on the
transaction transaction
volume of transaction
6 (As Indicated
Number of branches 1 (Post Office) 1
above)
Type of information
Automated Semi-automated Manual
system
Cycle time of the client

30 min. 25 min. 50 min.
application
Cycle time for client
27 min. 15 min. 31 min.
update
3 forms for the client
Forms 2 forms for client 2 forms for client (depending on the
condition of the box)
Computerized backup Yes Yes Yes
Description
The analysis team chose FedEx and EMS Postal Express because they are the same industry with
Kabayanbox S.L. FedEx occupy almost all countries in the world and it is one of the leading shipping
companies in the world while EMS is focused on local shipping services within Spain. Since Canary Island
is a province of Spain and many Filipino’s are working there, they need not to go to the city and look for
the branch of EMS or travel to Spain just to find the branch of FedEx and to ship their items. Thanks to
Kabayanbox S.L because Filipino’s will just go there to buy boxes, pack items, and Kabayanbox S.L will do
the shipment procedures. Although the process will take time, they can conveniently ship their items.
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Streamlining
Bureaucracy Elimination:
Removing of the unnecessary tasks to minimize delays and wait-time of the client
The elimination of the following process will address the client’s need for short cycle and
wait time:
• the initialling the Sales Clerk
• the multiple check and re-checking of the Sales Clerk
• the constant calls in order for the transaction to be finalized
Simplification:
Simplifying the application form particularly for making it available online so clients can login
with their own account either at home or in the provided workspace to be made available
within the main office will lessen the time necessary for the customer to fill up a form and
reapply for placing their package and going for the transaction.
Process cycle-time reduction:
Instead of submitting the accomplished forms to the Sales Clerk, the client, if in the main
office to personally purchase the Kabayanbox, can simply login using a workspace and
submit the transaction records their which will be directed to the site’s database.
Upgrading:
Educating the staff on the specific tasks to be executed to improve overall performance will
generate an exact view of the workflow of the system through:
• Task Orientations – new employees
• Seminars particularly for the website maintenance if the owner prefers their staff
to manage it.
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Appendices
Interview Transcription
1. How many people working in your company?
The staffs are place in Spain at the moment. We hire 2 or 3 people to collect the boxes
and responsible to take all boxes to the pier for loading in the container, 1 person transacts to
the customer, and the owners who manage the company and provide other services. All in all,
we have 5 people in all operations including the owners. When our company expands, we will
hire more people and follow the organizational chart as indicated.
2. What is the form of your business ownership?
The form of ownership is a partnership. We share profit and ideas for the business.
3. How many regular customers do you have?
We have 100+ regular customers. All of them are Overseas Filipinos Workers (OFW),
our target customers.
4. How many transactions you receive in one shipment?
Normally, we have 60 to 80 OFW Customers per shipment depending on the season. If

the period is peak season, high number of customer will be sending their items for shipment.
5. How many shipment of boxes in a year?
Based on the shipment chart covering the year 2005 to 2008, the maximum number of
shipments is 4 in year 2006 and the minimum is 1 in year 2005. It depends on the demand of
the customer. (See shipment chart for details)
6. How they purchase the shipment service?
Customers calls or visit KCIF to order box and other optional items such as packaging
tapes. It depends how many boxes they want to purchase. In every box they purchase, they
should also purchase a tape to wrap the package/s. They have a choice what type of box they
want. This is all regardless of weight. All items should be fit in the box. This is self service;
therefore they are responsible for packing items in the box and they will tape it. We will ensure
that each box is completely sealed. Upon purchasing the box, they should pay in full.
7. How many number of boxes to be collected?
Page | 193
80 or less are the minimum boxes to be collected. We will store it first to our storage
room and ready for the shipment. If it exceeds to a hundred, other boxes will be placed to the
next shipment.
8. How transactions are going between KCIF and the shipping company?
Tenerife Customs clears container and Maersk Line will issues Bill of Lading and
accepts container on the first available ship according to itinerary prepared. Maersk lines
assigned container for loading at CAPSA Tenerife (Container Terminal) where all boxes will get
loaded in preparation for shipment
KCIF prepares all documentations for Tenerife Customs for the container to get cleared
for sailing.
9. How much time for the duration of shipment? What are the routes of the ship?
Usually, it takes 41 days of shipping from the Port of Canary Island to the port of the
Philippines. This day might exceed depending on the arrival of the ship. These are the routes:
• Tenerife, Canary Islands (Spain)

• Algeciras (Spain), main hub for all containers within Spain
• Singapore - Kaoshiung (Taiwan)
• Philippines (Port of Manila)
9. Who will receive and distribute all of these boxes?
Kcif meanwhile sends all documentations to its counterpart in Manila-Monark Customs

Brokerage, to prepare in advance container clearance for immediate release on its arrival at
port of Manila. Monark as a local handler for Kcif, will then unload container and double checked
the correct number of declared boxes in the container.
Boxes are then being delivered by Monark to its final door to door destination and get
the recipient to sign a receipt confirming that the box has been delivered.
10. How do they confirm the delivery of boxes?
Monark provides copies of each box delivered to Kcif as a form of receipt for the sender
in Tenerife. Only on collection of box at the sender - they hand in signed Packing Lists and full
shipping costs including delivery charges if box is addressed outside Metro Manila.
11. Why is the store located in that particular area? Does it bare any significance to your
market?
Page | 194
Store location - business address - this is a very central location for all customers
in the island. Since our target customers are Pinoy OFW’s, they can easily access our
main office because of our location.
12. How many are your expected hours of operations? How many employees are
needed to serve your customers? Why that number of employees?
Hours of operation 9AM to 7PM-Monday and Tuesday close. As I said before,

we have in place one driver and pick up person - 2 or 3 persons as the box can be
heavy. We employ an extra person on loading the boxes to the container ready for
shipment.
13. What goods and/or services do you offer? Discuss its general level of quality.
Goods and services
Quality: We offer balikbayan boxes to help the community of Filipino workers. It is

much cheaper compared to send them by post or as extra luggage on their flight
home as the box is cost not per weight but by box. Level of service is first class as
we deliver the empty box and we collect them from their apartment.
14. What basic pricing strategy do you implement?
Pricing tactics - pricing of products and services are regulated depending on the
market. Right now we increased the price by 3% as opposed to 5% by competitors.
15. What type of store atmosphere do you have?
Page | 195
Store atmosphere - we have in placed free coffee and tea on help yourself style while
they wait to process all of the documents. Cold and hot water with disposable cups are
given to them.
16. Are there particular services you offer to certain customers aside from what you
present in the market?
Customer services. - We are proud of our customer satisfactions and handling of any
complaints. Normally we act on any complaints straight away to the customer
satisfaction.
17. List down all your promotional methods and explain how you think those
promotional tools will influence consumer buying process.
Promotional methods - we are always making every effort to make our products
attractive and affordable to customers.
1. Example: send now pay later. >> Customer sends a box and payment will be
collected when the container arrives in Manila. Otherwise each box will incur storage
and security fees until it is fully paid by the sender
2. Loyalty program - each time a customer sends a box it will incur points. Which they
can redeem as free shipment, cost of a packaging tape or empty box.
Page | 196
Existing Forms
Page | 197
Page | 198
KABAYANBOX S.L.
CIF: B38788998
37 Calle General Serrano

38004 Santa Cruz de Tenerife Canary Islands, Spain No.
Tel/Fax: (34) 922 276330 / 922 709202
www.kabayanbox.net
Email: kabayanbox@wanadoo.es
SENDER CONSIGNEE
Name: Name:
Address: Address:
Tel: ( ) Tel: ( )
DNI #: Email:
DESCRIPTION OF GOODS QTY. DESCRIPTION OF GOODS QTY.
SHIPPER’S EXPORT DECLARATION AND PACKING LIST
Use separate sheet/s if necessary but should be signed by the sender and KABAYANBOX S.L. representative.
Total amount of goods declared € ______________
DECLARATIONS:
1. Maximum liability of KABAYANBOX S.L. per package in case of “TOTAL LOSS” shall be € 100.00 full size box and € 50.00 half size box.
Page | 199
2. KABAYANBOX S.L. is not liable for loss, damages and delays due to act of God, force majeure occurrence or any cause reasonable beyond
the control of the “Company”.
3. Receipt of the above shipment by the recipient without notation on the bill of lading of loss, damages or delays is understood that the box has
been delivered in good order/condition and in accordance with the bill of lading.
4. All complaints must be made in writing to Kcif, Tenerife; delivery staff complaints, missing items, opened box’s etc. within 15 days maximum so
that proper action will be conducted.
5. KABAYANBOX S.L. will not pay nor responsible for any lost item/s properly declared in this form as a result of THEFT. However we
will do our utmost best to investigate the problem.
6. KABAYANBOX S.L. will accept perishable/breakable item/s and “shipped at owner’s risk” (SOR) with ordinary care in handling.
.
This is to certify that I am the sender of the above items, I have read and clearly understood Kcif’s declarations and fully indemnify KABAYANBOX S.L.,
Tenerife, on any future claims and legal action against the company. That the above detailed list is the true and correct description of the goods
contained in this box being sent to the Philippines; that there are no undeclared, restricted, illegal or banned items, including firearms, ammunitions,
illegal drugs, combustible goods included in this shipment, and that my freight forwarder/consolidator KABAYANBOX S.L. or whoever Kcif’s duly elected
local/delivery agent in the Philippines is authorized to clear the above shipment through customs and is under contractual obligation to ensure the duties,
tax, charges, penalties and other expenses due on the shipment and/or incurred for its release are paid. Any duty and tax incurred apart from the
regular used household goods and personal effects standard duty and tax imposed by the BOC, I, the Shipper will shoulder additional
expenses against BOC’s official receipt.
_______________________________
SENDER’S SIGNATURE DATE
KABAYANBOX S.L. Manila Philippines Contact: Tel/fax: (632) 826 9794 Mobile: (63) 915 724
Page | 200
BOX ON HOLD
Terms and Conditions
1.) KABAYANBOX S.L. will decide to accept and shipped box subject to client’s full understanding and acceptance of
this terms and conditions.
2.) We charge an extra Euros 20.00 per box and Euros 5.00 per week until the container arrives in Manila.
Otherwise, an extra storage fees ensued until full payment is received from the sender.
3.) Client will get advised via sms message or text one week prior to container’s arrival in Manila.
4.) All outstanding balance will have to get settled or paid in full before container’s arrival at the warehouse of our
delivery agent in Manila.
Otherwise:
a.) Daily charge of Euro 1.00 per day against storage and security fee ensued.
b.) KABAYANBOX S.L. will only keep your box to a maximum of 30days unless prior arrangement has been
made to further keep the box in storage due to non-payment.
c.) Remember: KABAYANBOX S.L. will never chase ‘payment’ for box’s on hold. It is your full responsibility
to contact our office at Calle General Serrano 37, Santa Cruz or by tel: 922 276330 / 922
709202/630033157
d.) After 30days storage of your box’s, KABAYANBOX S.L. will dispose your box accordingly to pay for
shipping, storage, and security costs.
e.) Late payment also will affect the delivery time of your boxes as it will wait for the truck to get filled of
boxes before it goes.
5.) KABAYANBOX S.L. Delivery Agent in Manila is not part of our company. It is an independent company and
facilitates our shipment papers and smooth distributions of our boxes throughout the Philippines. So, this
company is in no way able to comment or answer questions in behalf of KABAYANBOX S.L. based in Tenerife
especially box’s on hold. Please, read and understand ‘DECLARATIONS’ as per packing list.
6.) Your box on hold will only get released in Manila on receiving a release paper from KABAYANBOX S.L. Tenerife.
7.) So, any complaints or disputes must be settled in writing addressed to KABAYANBOX S.L. Office at Calle
General Serrano 37, S/C de Tenerife. (Packing list Declaration #5).
8.) For claims on missing items, is per packing list terms and conditions please read and understand it carefully.
You must know that our Company will not pay for any lost items as a result of theft, however we will do our
best to check and report any claims’ with our local agent in Manila.
9.) By signing and accepting this terms and conditions, you agreed for KABAYANBOX S.L. to be free of any
responsibilities legally on any future disputes and complaints.
SHIPPER’S NAME: MELINDE R. PEPITO
DNI : X51178910T
PACKING LIST: 241 & 256 – ANTONIO PEPITO - LAGUNA
COSTING: SHPPING: BOX ON HOLD CHARGE: EUROS Euros 20.00 X2=40..00
DELIVERY CHARGES: ---------------------------- Euros 8.00 X2=16.00
SHIPPING/BOX COST: ------------------------------Euros 110.00X2=220.00
TOTAL: ------------------------------------------------Euros 276.00
201 | P a g e
SHIPPING LINES: MONTSERRAT B
ESTIMATED DATE OF DEPARTURE: 31 OCTOBER 2007
ESTIMATED DATE OF ARRIVAL: 09 DECEMBER 2007
PER BAKKE
KABAYANBOX S.L
CIF: B38788998
TEL: 922 276330 / 922 76330 MOBILE: 630 033157
______________ ______________________
PER BAKKE SHIPPER’S SIGNATURE
202 | P a g e
203 | P a g e
204 | P a g e
BILL OF LADING FOR OCEAN TRANSPORT
OR MULTIMODAL TRANSPORT
SHIPPER (complete name & address) * Booking No. *
KABAYANBOX S.L. 37 CALLE GENERAL
SERRANO 523219718
Bill Type *
Shipped on
S/C DE TENRIFE 38004 CANARY ISLANDS board Bill of
SPAIN Lading
TEL: 34 922 276330 / 34 922 709202
202 Received for shipment Bill of Lading
Shipped on board
EMAIL: kabayanbox@wanadoo.es waybill
Received for shipment waybill
CONSIGNEE (complete name & address) *
For USA /
CANADA
Shipment
(please tick
the box) *
MONARK CUSTOMS BROKERAGE Auto NVOCC Non - Auto NVOCC
CORPORATION
Export References
8358 DR. A. SANTOS AVENUE BARANGAY BF.

SUCAT PARANAQUE METRO
MANILA
PHILIPPINES
TEL: 632-8297717 FAX: 632-8297768
8297768 Service Contract Number
NOTIFY PARTY (complete name & address)
SAME AS CONSIGNEE
Onward Inland Routing
Vessel Voyage
age No Place of
receipt *
MONT SERRAT B 724
Port of Loading * Port of Discharge * Place of Delivery *
TENERIFE MANILA
PARTICULAR FURNISHED BY SHIPPER - CARRIER NO RESPONSIBLE
Kind of Packages * ; Description of Goods * ; Marks & Numbers ; Container & Seal No. * Gross Measurement
Weight *
107 BOXES OF PERSONAL EFFECTS 6,000.00KGS
205 | P a g e
Prepaid or Collect Payment (Please tick in box) * Receipt name (Payer): *
Freight component:
Ocean Freight Prepaid Collect Shipper Consignee Other……….
………………
Origin Charges Prepaid Collect Shipper Consignee Other………. …
Destination ………………
Charges Prepaid Collect Shipper Consignee Other………. …
Ohter
Charges……..…… ………………
. Prepaid Collect Shipper Consignee Other………. …
Number of original B/L * Transport Document Receiver: * PER BAKKE/ KABAYANBOX
S.L.
B/L will be sent to company which state into this 4 EL CANARIO, 38613
3 field VILAFLOR
S/C DE TENERIFE CANARY ISLANDS SPAIN
CONTAINER BREAKDOWN
Gross
Container No * Size Type Seal No* Other Seal Packages* Measurement*
Weight*
PONU050171-2 20 DRY 107 6,000.00KGS
Remark:
NOTE: Items marked with ASTERISK (*) are mandatory & must be filled.
CONTAINER BREAKDOWN
Gross
Container No * Size Type Seal No* Other Seal Packages* Measurement*
Weight*
PONU050171-2 20 DRY 107 6,000.00KGS
206 | P a g e
207 | P a g e
OFFICIAL COMPLAINT FORM
Consignee Name:_____________________________________________________
Address:______________________________________________________________
Packing List Number:___________
Date: ________________________
In order for KABAYANBOX S.L. to give out the best service possible, we provide you with this official complaint
form to fill in. Remember, KABAYANBOX S.L. will not pay for any items’ lost due to theft. Please read carefully and
understand fully the declarations as per packing list. However, we will do our best to get the attention of our local
handler in the Philippines to resolve any dispute.
Complain: ____________________________________________________________
Details:
Noted and signed:_______________________________________
(name of delivery man)
208 | P a g e
**For Visayas and Mindanao – Please forward copy of this form by email or fax to our Manila Office.
EXISTING FORMS DESCRIPTIONS
Bill of Lading – is a document issued by the shipping company for the container that has been
shipped. It is a very important document to certify and declare the contents of the container.
This document is needed to facilitate release of the container on arrival. It has to match the
content description of what’s inside the container.
Box on Hold - this is a form of giving a client the chance to send his/her balikbayan box without
prepayment. The cost will have to be settled and paid for in full on containers' arrival to
destination. Otherwise, the box incurs storage fees and security fees to make sure that the box
is safe until it is ready to be delivered to the consignee.
Packing List – is a form listed by the customer for all items that will be placed inside the box.
The sender should indicate the description and quantity of that particular item. This is to avoid
missing of items inside the box and ensure that they packed their box accordingly. The sender
must accept all terms and regulation of KCIF. The sender of the box needs to fill in that form as
required by customs officials.
Promo – this promo is only on during off peak season. This is to encourage and attract more
customers to ship their items here. This is a great help for sales to increase.
Shipping Instructions - this is to verify that KCIF, the shipping company, Maersk, and
Consignee, Monark Corp., officially agreed they have an official transactions. Also, it is included
all the quantity of boxes to be shipped.
Official Complaint form – this will conclude the quality of service of KCIF. The customer can
report any damage and loss all about the items. But, the customer needs to conform first in this
form.
209 | P a g e

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THIS WORK IS LICENSED UNDER CREATIVE COMMONS ATTRIBUTION- NON

Cluetrain Manifesto Book Reviews Page 5 – 18

Cluetrain Manifesto 95 Thesis Reaction Page 19- 114

Web 2.0 Book Reviews Page 116- 115

Final Paper Page 115- 208

To my Professor Mr. Paul Pajo

Quote: “ Life is too short”

What I have learned:

Book Review Chapter 2

What I have Learned

What I have learned

What did I learned

Well, based on my previous observations regarding my learning expectations, merely

What I have learned

Based on my reading on chapter 6, the most important thing I learned is that

What I have learned

Us humans know whether someone is telling a lie, pretending, being a plastic, a

What does it mean to be a community of discourse? It means a community of

Is it important for companies to be involved in the discourse of the market? Of course

What is a networked market first of all? A networked market is a market that is

How important are conversations? Especially in a company a conversation is a vital thing

First of all what is an organizational structure? Based on my research an organizational

What does it mean to be a paranoia? Based on my research being a paranoia means

74. We are immune to advertising. Just forget it.

75. If you want us to talk to you, tell us something. Make it something

78. You want us to pay? We want you to pay attention.

What is an Traditional Corporation? For me, a traditional corporation are those

What did I learn?

What did I learn?

What is Chapter 3 about? Chapter 3 is about Eric Engleman It is an interview reagardings

What did I learn?

people are doing with it today is just really profound.”

What I am expecting to learn?

What I have learned?

What I have learned?

Chapter 7 is a interview of Richard MacManus I don’t really know what to expect,

What did I learn?

Quote: “Online Applications are gaining popularity”

What I have learned?

What I have learned?

To me internet is an advancement of communication that has

Chapter 10 is an interview to Patrick Crane, before anything else,

What did I learned?

The internet has been a great influence to the lives of everyone.

Quote: “The Web is increasingly a social environment and…

What I have learned?

What did I learn?

“The cost of implementation and the cost of failure are

Chapter 13 is an interview of Joshua Schachter I don’t really know what to expect,

What I have learned

Chapter 14 is an interview of Ranjith Kumaran I don’t really know what to expect,

“If it wasn’t for Open Source, it would have

What I have learned?

Chapter 16 is an interview of Rodrigo Madanes I don’t really know what to expect,

What I have learned?

What I have learned?

What I have learned?

What I have learned?

• Web 1.0 was about reading, Web 2.0 is about writing

Chapter 20 is an interview of Michele Turner I don’t really know what to expect,

Chapter 20 is an interview on a women named Michele Turner First of all, who is