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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
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
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
entrance to communities
the ability to broadcast ideas
Mailing list
Newsgroups
Chat
websites
Millions and Millions Served
"Markets are nothing more than conversations.
See
these magazines? They’re a form of market
stories. We
are key to the subject, but we’re missing in
action after
working in secret for years.
HIstory
NETWORKED MARKETS.
Communication for mutual existence
right.
Organizational Charts
Managemet by Command & Control
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.
the
questions of the heart.
Why?
world.
Hit One Outta the Park
Weapons Revolution
Ignorance - Power
Invisibility - Freedom
values), its
philosophy, its teachings remain in us. They
rule our
thinking, our conduct, our attitude to others.