The Cluetrain Manifesto 46 60 Chapters

THE CLUETRAIN MANIFESTO 1

The Cluetrain Manifesto

Marlo la O’

De La Salle – College of Saint Benilde


Abstract

This book review is about my own opinion and insights about how I feel and what are my reactions when

I read the book title “The Cluetrain Manifesto” typically the concept of the book is almost the same as the

concept of the 95 these written by Martin Lither about his opposing reaction to the teachings of the

catholic church. But the only difference with the Cluetrain manifesto is that this is about how the internet

changes our everyday communication with each other and the other capabilities of social networks that

we have ever anticipated, especially those people developed these networks. People have different

reactions and opinions on every topic we discuss our minds never think and work the same in a 100%

manner. This reviews of mine is particularly how I have experienced some of the amazing capabilities of

social networks and what it can do to people who are using or interacting with one another in the internet.



Theses #46: A healthy intranet organizes workers in many meanings of the word. Its effect is more

radical than the agenda of many unions.

An intranet is much bigger than a union of people. Let us say people are in the form of a union,

but the question is how big is this union? Because there are some who do not even know why this union

exist its foundation is sometime meaningless and just use less. The use of the intranet has been very

important in many companies, organizations, or corporations all over the world. People who know how to

set up an intranet in their offices will definitely take advantage of its effectiveness and usefulness in the

company, for its workers to cooperate directly and safely online with in just the network of the company

or within the boundaries of the company. The way the intranet organizes its workers and the flow of the

workers in the office or in a company, is so organized that sometimes if the setting up of an intranet is

well organized by the administrator or the network engineer the flow will go very smooth. Especially if it

is in a large company, and sometime the company has different branches and is located in other places of

the country the use of an intranet is so useful they can even keep track of their employees in other

branches of the company. Their communications are so well in take with the security of the system that

the employees themselves who are using the intranet should watch out what they are doing because every

move they make is being watch and monitored.

Integrative Questions:

1. What is an intranet?

2. Do you know how to set up an intranet?

3. What is the usefulness of an intranet?

4. How is its usefulness an advantage for a company that uses an intranet?

5. How large can an intranet be?

Reference: http://www.alexmanchester.com/alexmanchester/2008/08/intranets-cant.html



Theses #47: While this scares companies witless, they also depend heavily on open intranets to

generate ad share critical knowledge. They need to resist the urge to “improve” or control these

networked conversations.

Improving these networked conversations are sometime on of the goals of different companies.

But I really do not see the whole importance of their purpose to improve networked conversations, when

at the same time they are generating and sharing critical knowledge outside their own intranets. But it

may be an healthy option to share what you know to others and for them to evaluate what you have shared

to them but isn’t it also an open minded effort on their part because once you have opened something to

the world and shared what you know to the world they will and many will criticize you for something you

have told the world, there may be countless of both positive and negative criticism from different people.

With the whole connected to the internet or other intranets there are different beliefs, opinions, and

different races. There might be a possible racism for some. Even though you are being careful on what

you say, you can control the outcome of it. What happens is you have face it and live with it. You cannot

control the whole world. You have to be humble enough to admit some mistakes that other might take on

you and just correct those mistakes. But again it is really up to you on how you want it to be, because

what you say is sometime the only perspective of what other people have on you and you cannot change

it. Maybe you can, but it takes time to do it.


1. What scares most companies?

2. What is your greatest fear?

3. Are you careful of what you say?

4. Do you believe in luck?

5. Do you like gambling?




Theses #48: When corporate intranets are not constrained by fear and logistic rules, the type of

conversation they encourage sounds remarkably like the conversation of networked marketplace.

When there is no fear on what they have to say then it will become a natural human conversation

toward each other. Because natural day to day conversation happen every day, and what people say have

no fears on whatever will be the outcome of what they say to each other. They really do not care on how

people would judge them; they just basically fight for they believe is right or for that they believe is true

in their own perspective. Again it is the typical human to only think of himself, sometime they think of

what might benefit the rest of the world but in the end and in the beginning it always for them to benefit

also. When no rules are set on intranets this where the war fare begins, being in a war with no gun or

anything they could help your out in the war is the same as having no rules in the intranet. Because the

intranet was basically made that way for companies to organize and fix how employees do conversations

to each other, on a safe and secure internet conversation, where no supposedly leaks should come out

form the conversations that they are having. But with no rules being set then this is where companies have

to watch out, because some will take advantage of this and there can be a riot on the intranet inside the

company. We all know that riots are capable of this can be messy and this can be deadly.


1. What is a riot?

2. What is fear?

3. What is a rule?

4. What are the commonalities of a marketplace and an internet?

5. What is supposed to be the constraints of an intranet?




Theses #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.

Everybody knows top managements are always the plane makers they are like the coaches in

every sport. They make the plane and they say the final output, what it should be and how it should be

done. the players are just the employees they make those plans of their managements workout. Employees

stick to the plan whatever happens they have to deal with it. If a problem arises they have to cope up with

it, figure out what it going on and find a solution for the problem. Sometime there is no easy way out but

you have to please your boss. Your boss gives you the full details on what you should work out on and

you carry the job. Most important of all that you should remember is that you are paid to do the job. What

you do determines the payment that you will receive from your boss. If you do great then your payment

will also be great or be more than what you asked for. If your boss has fully made clear of the plans of

what you should do then it is your job to get the plan done. But sometimes there are those bosses who do

not know even what they are talking about or who do not even know they really want you to do. They are

the problem sometime, but as an employee what can you do its either you still try to make your boss

happy, try to figure it out what he or she really wants and do it.


1. What is an org chart?

2. What is the usefulness of an org chart?

3. What is the purpose of an org chart?

4. Are you the boss or the employee of your company?

5. If you’re the boss are you always doing your job?



Theses #50: Today, the org chart is hyperlinked, not hierarchical. Respect for hands-on knowledge

wins over respect for abstract authority.

Since internet has been widely used, and many are now using it, some org charts are hyperlinked.

Because almost all the information you need are already in the internet. The internet is the world’s largest

library in the world. Even with the largest library in the world is still no match for the internet.

Information from the internet is the latest and always up to date. Did you realize that when you have a

computer and just a web browser and with no restriction on surfing the web, you already have the largest

library at your finger tips. Imagine the day when people no longer will rely no the library for information

they need they will just sit home and read the information in the internet. But of course there are some

limitations. The information might sometime be not complete or may be a fraud. People or hackers are

what you should watch out using the internet. You should also keep in mind that you are having access to

a public “library” around the world with billions of people you do not know who is looking at the same

page you are looking. If there is a book you are reading, just think of it that you are also sharing the book

to millions of people and are reading it together, but at a different time. Anything is possible in the

internet. Hyperlinks are very useful help they are like the people that work in the library, they know every

book.


1. What is a library?

2. Did you realize that if you have a computer you already have the largest library?

3. What is a hyperlink?

4. What is the purpose of a hyperlink?

5. What is the importance of a hyperlink?



Theses #51: Command-and-control management styles both derive from and reinforce

bureaucracy, power tripping and an overall vulture of paranoia.

Different styles of management have evolved throughout the years; there are some that came

from different people with great minds to be able to come with a particular style. Famous people that have

developed management style are being credited by name that management style to their names. I always

been wondering why has different management style been developed and some have not been used, even

though they were credited for it. Like in my management subject, in my different management subject

with different professors, all have different ways of teaching with different styles approaching the

management style they teach.

Sometime where this style of command-and-control normally comes from militaries, such as the

internet first was derived from the military. Technologies that are once used before and being adopted by

millions of people in their everyday life came from the military which they typically use to developed

communication skills for fast and quick communication with each other. Because in the military it is

about life and death out there, discipline is very strict there. Such it is also why they are strict in their

management styles also and they choose carefully which style to implement so that when a death situation

is near they can easily turn it and come up with a life saving situation, or sometimes their goal maybe

death to some, but victory to all. This is what they trained for victory and not defeat. And these victory

styles of management are now being implemented in the business industry.


1. What is control management?

2. What command management?

3. Where did different management styles come from?

4. What is a military?

5. Have you ever been to war?



Theses #52: Paranoia kills conversation. That’s its point. But lack of open conversation kills

companies.

Being paranoid and do not know what to say in front of someone will sure block your

communication with that someone. A classic example is a boy trying to talk to his dream girl

unfortunately he is too shy or scared to talk. When he is in front of her he cannot say anything to her. This

cause by paranoia of being scared to be dislike by the person and being rejected, but all of these are all

just in your thought. If you think about it, whatever that person is going to say to you, you should not care

about it if the response will be negative. As long as you know that you did the right thing and in your

heart you were just being honest. There are other people out there, that might appreciate what you have to

say to them, and if you can prove confidence in front of those people they will recognize you and will like

to talk o your more. I do not really the secret to success but the secret to failure is trying to please

everyone. Please only your bosses if you are in a company and not all the employees because your

employees might not like you, but if your boss does, then you are on the go to a higher career. When you

are also in a conversation be always open minded welcome all ideas and also appreciating different ideas.

Do not only be stubborn to one or few ideas.


1. What is paranoia?

2. Have you ever felt paranoia?

3. Are you an example of the classic paranoia?

4. Are you open minded?

5. What is being open minded?



Theses #53: There are two conversations going on. One inside the company. One with the market.

For me the real conversation that is happening is in the market. Inside the company are just lame

gloomy and sad conversations being held. Plans for their products are being conducted there, but in the

market this where all the action is where people are, a mass number of people do conversations about that

product of the company. If I was the company I would go there and disguise myself as a common

individual and listen to their human casual conversations. These where all the money is, where you can

get tips on how to improve your product if there is a need and where you can get new ideas, you must be

keeping on open mind for the conversations that you are going be indulge with. There might be insult but

who cares if you are just an ordinary man or woman and not form the company. If I listen to these people

and do natural conversations with them, and give my feedback to the company that is work with I would

be rewarded maybe by that company. But definitely I would be praised by the company if my whole

listening effort gets them to sell many of their new and improved products from what is got form the

market conversations. I will never learn anything about conversations once I am just in the company, I

will be stuck with a basic routine of conversations that I should follow and this is not very healthy for me

and for the company.


1. What are two types of conversation?

2. What is the company type?

3. What is the market type?

4. Where are you more comfortable with?

5. What is more preferable for you?



Theses #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.

If the conversation is not going very well to both parties, then both parties must realize it and stop

and conversation. They must work out on something that will bring back the smoothness of their previous

conversations. Because if it is not working out then it will never work, this a huge disaster if you are in

the company and doing a business with another party, or in a relationship with someone. Stop trying to be

in control of the whole conversation of thing, be on the bottom instead. What I mean is stop trying to be

the superior, be open minded try to just obey the conversation and go with the flow. This might not work

if you are in the company. Especially when all your markets are slowly disappearing, I really do not have

an answer to this but maybe you do not need to find an answer, all you just have to do is surrender to the

needs of your market or your customers. Give them what they want, may be that would work. But also

plan it carefully. I think I am just giving a lecture here which I should not. I should be reacting to this,

anyway we all know that surrendering is hard to do, but if you have nothing to lose that may be simple,

but if you have the opposite which is everything to lose that could be a disaster to you. this is the hard part

about it all losing everything and starting all over again.


1. What is failure?

2. What is the key to failure?

3. What is the key to success?

4. What are the differences?

5. What happens when the conversations is going so well?



Theses #55: As policies, these notions are poisonous. As tools, they are broken. Command and

control are met with hostility by internetworked knowledge workers and generate distrust in

internetworked markets.

There should never be control or someone trying to control the conversations in the network. This

will only bring war upon human race. It is like trying to fight over someone on a food. If you just let

them have it instead of getting your way you would better be off with it, there would be no mess on your

part, and you would not indulge in a conflict with that person. So no one should take control on the whole

network. It is realistically impossible to do so. Think of it this way, it is like you are an insane person who

is trying to take control of the world. You are trying to set bunch of rules for the whole world, which will

never work. It may work maybe on your city, or country maybe, but the whole world? Try to wake up my

friend. Thankfully no one is trying to do that, taking control of the whole world, or better yet trying to do

so. Tools and rule are just broken down if they are being or tried to be implemented, everybody enjoys

freedom, and those tools or rules are just trying to break these freedom of the people. No one wants to be

in a cage for no good reason, no one wants to be told what to do if he or she knows already what he or she

is doing, and especially when that person is just doing the right thing and not making any trouble at all.


1. What are tools?

2. What are policies?

3. What brings hostility?

4. What is freedom?

5. What is the cage?



Theses #56: These to conversations want to talk to each other. They are speaking the same

language. They recognize each other’s voices.

I do not believe before that what is going on in the company stays in the company. But

know the company wants to talk to the market? Come on, there must be something big that

would change the mind of the companies wanting to go outside and talk to these kinds of people.

What is going on? I really do not understand, there is got to be something out in the market that

is like a magnet to the company that makes the company have a conversation with the market,

whom they regard as someone who does not know how to talk. But maybe the world turned

around now the market is not making the effort it is the company who wants to talk to them. But

if we take a close look at it, it is not that bad that the company wants to talk and have normal

conversation with the market, they will benefit a lot from this. This like a new world for them

and they will discover amazing things that they never thought off, being an open minded

company it will unlock them a new world off belief and ideas. Learning to speak the same

language as the market? This will be new, and at the same time the company teaching the market

something also off their own, everyone will definitely benefit from this. It will be a great

opportunity for the world. Recognizing each other is very new step and once this step is fully

accomplish, the whole balance of doing business will shift.


1. What is conversation?

2. What is the new world?

3. Can the world be possible?

4. Can dreams become reality?

5. What is that same language?



Theses #57: Smart companies will get out of the way and help the inevitable to happen

sooner.

Helping the inevitable is another way the not most companies should realize but all

should realize these, that we are all just one. If we realize these the world would be a better

place. Have you ever heard of Michael Jackson? If you have then you must know what happened

to him. He is one of the greatest pop start in world, I am sorry not just one of, but the greatest,

and legend in pop. When he died his fans united and many people began to idolize him more.

This is what should happen to the world we should all come together and become one. There is

no better world then loving each other and hoping to become better. Heal The World by Michael

Jackson was of my favourite songs, and when I wrote this chapter that is the song that I was

thinking off. Even him the legendary pop star has a heart that he cares for the world. If we just

continue on our own selfless being then nothing is going to happen. Fame or richness will not

compensate what we can do to help the once who really need help. Making the inevitable

happens and seeing it come is great way to think because it will make you prepare for what is

really out there. Humble yourself down, do not just think what is good for yourself listen to

everyone there are greater things out there that you could do before even the inevitable comes.

Death is inevitable.


1. What is inevitable?

2. Are prepared for the inevitable?

3. Do you know Michael Jackson?

4. Are you a fan of his?

5. Do you know his song heal the world?



Theses #58: If willingness to get out of the way is taken as a measure of IQ, then very few

companies have yet wised up.

I do not believe that getting out of the way requires high or low IQ. It does not really

require actually any IQ. If you ask me does business require IQ, I would have to disagree with

you. Because it is all just common sense, I believe that everybody has common sense. Even the

richest people in the world did not finish college but they are still rich, and damn good in

business. Where is the IQ here? Because from what I understand IQ is determined by your

intelligence, and not all people are intelligent. There some people who are gifted with only

creativity. It is not a loss for these people in fact; it is a gain for them where can you find a

person who earns billions just being an artist. All is take is to love what you are doing and

believing in yourself, if not in God. It just requires a good heart and a humble heart to get out of

the way, that is for my opinion. You may not agree with me, but if have other opinion I respect

it. If you believe in the title, then I also respect you belief. We just have different points of views.

We should all get out of the way of others. Just give them the right space they need, tie maybe on

your side, because there is always time if you believe in it. The word willingness, is just a word

of will, if you have the will then you can.


1. What is a will?

2. Do you have a powerful will?

3. What is your IQ?

4. Do believe in high IQ is equal to intelligence?

5. What side of your brain are you working?



Theses #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 form intersecting.

Preventing something that will open you to a new world and make you discover things

that you never dreamed off coming true, well that is your choice as a company. But you are

preventing or holding yourself form something will not only benefit you company, but will make

your company, and give a whole new look. I guess only seeing it makes it possible for some to

believe in. but not all can perceive this truth. What the online community can give you, is boost

on your reputation and a boost on your income. If you really business wise, and have a high IQ

because this is what some might require then you should be open minded to these think out of the

box. Do not limit yourself to what always inside the box. True enough it is really scary for going

out there and putting all the risk that you have built and might just be shattered apart. This might

be another risk but risk is critical in business without risk, and always playing it safe, there is no

fun. Enjoy it make the world go around, look around everywhere you go with your business is

always risk. So why prevent something from what is really happening. The inevitable cannot be

stopped, you just have to live with it and accept it. We all now there is nothing we can do to

prevent things from happening if they are really meant to happen. You are only stopping yourself

from doing greatness.


1. What is prevention?

2. Are preventing yourself from something?

3. Are afraid of risk?

4. Are you a risk taker?

5. What risk did you recently take?



Theses #60: This is suicidal. Markets want to talk to companies.

If you are the company you should take this opportunity, because this will boost up your

company. Markets know more than you know about your own products, and they can tell you

about anything you need to know. You may have conducted test for your products, but this test

are often limited to what you product is really capable off. Some test even fail, but the markets

never fail, they have countless in running information for you and will tell you more about your

product then you could possibly never knew about it. Companies should be the one who want to

talk to the markets instead of the market wanting to talk to the company. I really cannot gasp the

importance of this statement why markets want to talk to the companies, but this is suicidal?

Why what is the reason behind it? I companies want to talk to the markets, then this is not

suicidal, this is the company being open minded, and taking risk talking to the markets. But

markets talking to the company, it might not really be that suicidal, because the company should

benefit from it and gain plenty of things just by listening to the market. If they just listen to the

conversations of the markets, then will be informed of many things, but companies should learn

to adjust to the type of voice and type of conversations the market if going to say, what will

come out of their mouth might not be what your expect.


1. What is suicidal?

2. Have you ever tried risking?

3. Is risking also suicidal?

4. What is the difference between risk and suicide?

5. What are the markets composed off?

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The Cluetrain Manifesto 46 60 Chapters