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The End of

Business as
Usual
What “The Cluetrain Manifesto” is not

 A feel-good book
 A how-to book

 Boring
T h e id e a th a t b u sin e ss, a t b o tto m , is
fu n d a m e n ta lly h u m a n .

T h a t e n g in e e rin g re m a in s se co n d -ra te
w ith o u t a e sth e tics.

T h a t n a tu ra l, h u m a n co n ve rsa tio n is th e
tru e la n g u a g e o f co m m e rce .

T h a t co rp o ra tio n s w o rk b e st w h e n th e
p e o p le o n th e in sid e h a ve th e fu lle st
co n ta ct p o ssib le w ith th e p e o p le o n th e
o u tsid e .
It shows us how to grasp the human
side of
business and technology, and being

human, try
as we might, is the only fate from which

we can
never escape.

The Internet
 A place in which all participants are
audience to each other
 Free rein

 A freedom never before imagined

 New perspectives, new tools, and a


new kind of intellectual bravery
more comfortable with risk than with
regulation
This convergence of the market
conversation with the
conversation of the corporate workforce
promises a
vibrant renewal in which commerce
becomes far
more naturally integrated into the life of
individuals
and communities.
 Burn down Business-As-Usual
 From ancient markets to global
networks
 From economies of scale to economies
of scope
 The end of command-and-control
management
Internet Apocalypso
(Christopher Locke)
Internet Apocalypso
 Life is too short because we die.
 The longing for something entirely
different from the reality reinforced
by everyday experience.
 A place where people could talk to
other people without constraint
without filters or censorship or
official sanction — and perhaps most
significantly, without advertising.
 A huge opportunity here for individuals
to keep their day jobs but at the
same time to indulge their natural
human bent for self-expression.
 Cheap resources
 Low entry barriers
 Not about doing it right, but about
doing it first
 Invites participation and Genuine
empowerment
Trying to keep things in the old familiar
business-
as-usual rut denies the ability of
markets to
respond to and interact with companies

directly
— and this is what the Internet has
brought to
the party.

W H Y H A S T H E IN T E R N E T G R O W N S O R A P ID LY ?
W H Y D ID IT C A TC H S O M A N Y B U S IN E S S E S O FF
G UARD ?
The audience is listening because people
are
attracted to precisely the difference the Net

provides:
the sound of human beings talking with one

another
as human beings — the sound of a million

conversations whose primary purpose, for

once, is
not to sell us something.
To play in the Internet headspace as well
as anyone
You have to let your people play for you,
since
there‘s really nobody else at home. You

have to play,
not something more serious and goal-

oriented and
related to the previous, you have to have

at least
some tenuous notion of what "headspace"

might

The longing
(weinberger)
The Longing
 What Is the Web For?
 The spiritual lure of the Web is
the promise of the return of the
voice
 Being Managed
 Advantages of believing one lives
in a managed world are:
 Risk avoidance
Smoothness

Fairness
 How to Hate Your Job
 Our longing for the Web is rooted in
the deep resentment we feel towards
being managed
 However much we long for the Web
indicates how much we hate our job
 Our Voice

 Voice expresses what we think and


feel
 Our voice is our strongest, most direct
expression of who we are
 Managed businesses have taken our
 The Longing
 There are many ways to look at what’s
drawing us to the Web:
access to information
connection to other people

entrance to communities
the ability to broadcast ideas

 The Web is viral. It infects everything it


touches.
 The Web has become the new
corporate infrastructure.
Talk is cheap
(Levine)
Talk Is Cheap
 The voice emerges literally from the
body as a representation of our inner
world
 Voice comes of focus, attention,
caring, connection, and honesty of
purpose. It is not commercially
motivated.
 The human voice reaches directly into
our beings and touches our spirits.

Wired Conversations

 Conversations are moving faster,


touching more people, and bridging
greater distances than we’re used to.
 The various conversational modalities
the Net offers
E-mail

Mailing list
Newsgroups
Chat

websites
Millions and Millions Served

 Only those companies which allows its


employees to tell their stories in a
business context, without instituting
draconian controls on their ability to
speak out will survive.
 We listen to individuals differently than
we do to organizational speech.
 A critical aspect of success with large
numbers of customers lies in listening
to them.
Silence Is Fatal

 "Customer loyalty" is not a commodity a


company owns.
 Loyalty to a company is based on
respect.
 And that respect is based on how the
company has conducted itself in
conversations with the market.
 Engage people inside and outside your
organization .
 Start talking
Markets are conversations
(searls & weinberger)
MARKETS ARE CONVERSATIONS


"Markets are nothing more than conversations.
See
these magazines? They’re a form of market

conversation. We should already be in their

stories. We
are key to the subject, but we’re missing in

action after
working in secret for years.

Our only hope is to talk. Starting now."


HIstory

 FIRST THINGS LAST.


 THE INDUSTRIAL INTERRUPTION.
 THE SHIPPING PRACTICE.
 THE AXE IN OUR HEADS.

 NETWORKED MARKETS.
Communication for mutual existence

 The communication between companies and


markets are an important thing for both to
co-exist equally.

 Both should communicate with each other to
provide clear information and knowledge
for the benefit of the two of them.

 It is a mutual benefit for the both of them
that is why they should communicate with
each other frequently.

IMPORTANCE OF CUSTOMERS

 The role of the customers for the companies


is something that should never be
disregarded.

 Customer to customer transactions is
becoming much common nowadays.

 eBay gave people the ability to sell and buy
goods in the web without any help for
marketers. The markets themselves are
becoming the marketers of the real world
through this website.
THE POWERFULL CUSTOMERS

 They are the ones who determine the future


and current assessment of the companies
and their products and services.

 They are the catalysts of whether this
company would stay longer or would drop
to the ground right away.

 If the company cannot cope up with the
trends of the customers, they would end up
dead in the ground.

REACTION ON MARKETING

 The way for companies to entice and attract


customers is through advertisements and
ads.

 But what the companies are failing to notice
is that customers nowadays are becoming
less reliant to advertisements.

 People are now basing their preferences
through the word of mouth.

CLOSE RELATION REQUIRED

 For companies to gain the trust and


confidence of the customers, they should
be the first one to introduce themselves
before the customers.

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

 They should not be snobbish, cloistered, or
cliquish to the companies that want to get
to know them.
In short…

 Talking to customers would give knowledge


to the seller about customer preferences,
comments, and suggestions.
 The power of word of mouth can uplift the
marketer to new heights.
 Marketer reputation can be set to a new level
through conversations with markets.
 Market trust and respect will be gauged
according on how the marketer converse
with them.
 The variety of the customer’s specifications
or preferences can give a huge advantage
for the sellers.
 The knowledge obtained from the markets
through conversation can go a long way for
the marketer.
The Hyperlinked organization
(weinberger)
Inside Fort Business

Fundamental image of business:


 It’s in an imposing office building that


towers over the landscape.
 Inside is everything we need.
 And that’s good because the outside is
dangerous.
 The king rules. If we have a wise king,
we prosper.
 The king has a court. And Attendants.
 We each have our role, our place.
 And then we will have succeeded.

Hyperlinks Subvert Hierarchy
The Web has invaded this Fort Minor,
and HOW?
By connecting People in a world in which

people meet, talk, build, fight, love, and


play.

 Fort Business’s assumptions are being


challenged by a meek little thing:
 a Hyperlink.

Hyperlinks
Connections made by real individuals
based on what they care about and
what they know, the paths that emerge
because that’s where the feet are
walking.
Its messy, unsymmetrical, and

threatening the organization – in their


faces.

Bottom-Up

The Web is undoubtedly a part of your


business plans. You’ve got it safely


contained, under control, managed.
Why, your organization has probably
already installed a corporate intranet
so it can publish the human resource
policies that no one read on paper to
people who now won’t read them on
screen. Excellent! (UGH?!?)
 Did I hear Revolution?
The ultimate Democracy of the Web

Control? None. Nil. Zip. Nada.


If someone wants to share some

information, they can turn their


computer into a Web server. It’s free,
and it’s getting easier every day.

 The intranet revolution is bottom-up.


 And it gets the work done.
The Character of the Web
Its weird!

 Hyperlinked: many small pieces loosely


joining themselves as they see fit.
 Decentralized: No one is in charge of the
Net.
 Hyper time: The Web puts the control of
my time into my hands.
 Open, direct access: To every piece of
info ever posted.
 Rich data: It’s pages. The web currency.
 Broken: So vast that it is imperfect. And it is
evolving.
The Hyperlinking of the Organization

 Decentralizing the Fort: Business is


not an indoor sport anymore. It brings
people together.
 Self-reliance: Huge do-it-yourself
project.
 Hyper Time: Tick Tock No More!
 Deadlines: They manage by holding
people to deadlines. Web manages by
holding people to people.
 Personal Work Time: Vacation. Work.
Good News.

 The Web changes time from sequential to


Telling Stories

We live in stories. We breathe stories.


Most of our best conversations are


about stories. Stories are a big step
sidewise and up from information.

Stories are not like information. But they


are the way we understand.


 Its rich content with a human touch.

Brokenness
Stories are a way to understand a world
that can surprise us. But in Fort
Business, surprises are a sign of the
failure of management. Management
aims at predictability and it tries to get
there via control.
But it’s not just systems that are

imperfect. More important, so are we


humans.
 Say it with me:
 humans are imperfect. I am imperfect.
All the Wrongness! Ah the Learning!
Go berserk generating Ideas. So what if
they are wrong?! Isn’t that the way we
learn?
Being wrong is a lot funnier than being

right.

 It’s a good feeling. It’s liberating. It’s


how you find your voice.

Blurry Boundaries

Fort Business makes an enormous


investment in maintaining the integrity


of the walls.

 Webs, on the other hand, have blurry


boundaries.
The Economy of Voice

No one’s asking you to decide if you


want to run your business using the


Web. It’s a done deal. The Internet has
already set expectations for how
connections ought to work. The gulf is
there; a gulf caused, ironically, by the
abundance of connection. The
Hyperlink.

Ez answers
(weinberger & Locke)
Tell ‘Em What You Told ‘Em

 How Speech & Craft lost each others phone


numbers?
 Repeatable Process
 Interchangeable Parts
 Interchangeable Workers & Consumers

 Organizational Charts
 Managemet by Command & Control

 Mass Production, Mass Marketing, Mass


Media
 Huge Economies of Scale(Robber
Barons)
Along came the irony
The global economy threw a monkey wrench
into the
sweet deal that was mass production.

Established
markets broke up into a zillion micromarkets,

leading to
an explosion of new products and services:

now you
could get a car specifically designed for your

urban,
sports, just divorced, hockey-fan lifestyle.

Scenario: New knowledge was desperately


Solution:

 Lead, Follow, or Get Out of the Way


 Ideas, talk, and conversation were
encouraged
 “Empowerment" became the Watchword

 Org charts were upended or tossed out


 Quality‘s Real Meaning: "We changed our
minds. Please don’t check your brain at the
door.“

How hell broke loose – the internet
 Explosive Proliferation of Choice Among New
Information Sources
 Open Distributed Speech - "tellin’ it like it is.“
 Markets & workers are once again crafting
their own conversations, and these
conversations are also about craft
 The engagement and passion-for-quality of
genuine craft.
 Conversations among recognizably human
voices.
 Web is simply liberating an atavistic human
desire, the longing for connection through
Corporate take on web?

 Deep Resistance to the Unmanageability of


the Web
 Yet Another “Opportunity" for more/Cheaper/
Faster/Better Business-as-Usual
 To Tame it, Domesticate it, Make it more
Familiar
 To Shoot it, Stuff it, and Mount it in the
Corporate Board Room along with the other
Trophies of Corporate Conquest
 Wanting to contain it within a Business Model
 Questions about the future of the Web
Along came the irony again…

 We ask questions about the future of the Web


because we think there’s a present
direction that can be traced into the future.
 But in fact, the questions we ask aren’t going
to predict the future. They will create the
future.
 Questions are a type of conversation, it looks
a bit like conversations give the world its
shape
Questions our heart Asks…

 When the buttons at our fingers let us talk


with the polyglot world’s artists, how will
we cope?
 What will we share as a culture and
community?
 How we’ll reconnect to the other people in
the market?
 What is the relation of our night selves and
our day selves, our self behind the
company walls and outside of them?
 What are we going to do about pornography
on the Web?
Our job now is not to answer questions. It is to
listen
past the questions based on fear and to hear

the
questions of the heart.

Why?

Because the proper answer to a heartfelt


question is a
conversation, and conversations make the

world.
Hit One Outta the Park

1.Relax 7.Be brave


2.Have a sense of 8.Be curious
humor 9.Play more
3.Find your voice and 10.Dream always
use it
11.Listen up
4.Tell the truth
12.Rap on
5.Don’t panic

6.Enjoy yourself
Reality check

 There may not be twelve or five or twenty


things you can do, but there are ten
thousand. The trick is, you have to figure
out what they are.
 They have to be your words, your moves,
your authentic voice.
 Don’t wait for someone to show you how.
Learn from your spontaneous mistakes.
 You want comfort? Invent your own.
Exhilaration and joy are also in order.
 Fact: The tracks end at the edge of the
jungle.
post Apocalypso
(Christopher Locke)
Revolution

 Weapons Revolution
 Ignorance - Power
 Invisibility - Freedom

 In its early phase, the Net ignored business;


Internet audiences simply weren't
interested. And the feeling was mutual.
Business also ignored the Net for a long
time. This mutual ignorance served as the
incubator for a global revolution that today
threatens the foundations of business-as-
usual.
 You can get away with saying things you
irony of ironies
Along comes the Internet.
It was as if we'd ordered it from Amazon:

 "Hello, U.S. Federal Government? Yes,


we'd like one
 totally open, high-speed data backbone.
 Uh-huh, and charge that to the
Department of Defense, why don't you?
 What's that? What do we want it for?
 Oh, just chatting about stuff. You know,
this and that…"
grand plan on the Internet
 There never was any grand plan on the
Internet, and there isn't one today.
 The Net is just the Net. But it has provided an
extraordinarily efficient means of
communication to people so long ignored,
so long invisible, that they're only now
figuring out what to do with it.
 Funny thing: Lawless, Plan less,
Management-free, they're figuring out what
to do with the Internet much faster than
government agencies, academic
institutions, media conglomerates, and
Fortune-class corporations.
The ultimate weapon : Internet

 Interest, curiosity, craft, and voice combine


to create powerful self-organizing
marketplaces on the Web.
 Though motivated by altogether different
principles than those driving business, this
is not as chaotic as it may sound, nor as
inefficient.
 "Follow the money" may still apply, but to
find the money in the first place, Follow
the Conversation.
Demonic Paradox
Although a system may cease to exist in the
legal sense
or as a structure of power, its values (or anti-

values), its
philosophy, its teachings remain in us. They

rule our
thinking, our conduct, our attitude to others.

The situation is a demonic paradox: we have


toppled the
system but we still carry its genes.
Reemergence of the human story

 Bye Bye "the job.“


 Story that's been in remission for two
hundred years of industrial "progress.“
 And next time you wonder what you're
allowed to say at work, online, downtown
at the public library, just say whatever the
hell you feel like saying.
Clue train destination
 Imagine a world where everyone was
constantly learning, a world where what you
wondered was more interesting than what
you knew, and curiosity counted for more
than certain knowledge. Imagine a world
where what you gave away was more
valuable than what you held back, where joy
was not a dirty word, where play was not
forbidden after your eleventh birthday.
Imagine a world in which the business of
business was to imagine worlds people might
actually want to live in someday. Imagine a
world created by the people, for the people
Humanity V2.0

 We are waking up and linking to each other.


We are watching. But we are not waiting.
 “HumanityV2.0 has become smart, intelligent
and connected. We are not interested in
companies that crank out- sterile, happy
smooth talk, humorless, with the monotone
mission statements and lifeless brochures.
We are fed up with your lip service. We
want to talk to the person at the desk who
understands our needs. He/she is our friend
and is on our interstellar connected
network.”
THE MANIFESTO
“People of Earth…..

 A powerful global conversation has began.


Through the internet, people are discovering
and inventing new ways to share relevant
knowledge with blinding speed. As a result
markets are getting smarter – and getting
smarter and faster then most companies
 These markets are conversations. They
communicate in a language that is natural,
open, honest, direct, funny and often
shocking. Whether explaining or complaining,
joking or serious, the human voice is genuine
The End of
Business as
Usual

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