Cluetrain Manifesto
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#cbdiner #go
Cluetrain Manifesto
#cbdiner #deal
or
#cbdiner #no deal
1. Markets are conversations.
Cluetrain Manifesto
Cluetrain Manifesto
Q1
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.
Cluetrain Manifesto
Q1 In a networked market
will innovation come from the
customer or from the R&D department?
Q1 (more)
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!
Cluetrain Manifesto
Q2
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.
Cluetrain Manifesto
Q2 Will Enterprise
Social change the role of HR inside the
organisation ?
Q3
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?"
Cluetrain Manifesto
Brand loyalty over 12 months
Q3 In a world where there
is no customer, employer or employee
loyalty how do we build relationships that are
meaningful ?
Q4
32. Smart markets will find suppliers
who speak their own language.
Cluetrain Manifesto
Q4 Does the rise of social
tools signpost the end of the corporate web site?
Q5
50. Today, the org chart is hyperlinked, not hierarchical.
Respect for hands-on knowledge wins over respect for abstract authority.
Cluetrain Manifesto
Q5 Is influence replacing
hierarchy ?
Q6
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.
Cluetrain Manifesto
Q6 Are companies going to
be bold enough to let their customers talk to
anyone inside the business ?
Q7
10. Networked markets are getting smarter, more informed, more organized.
Participation in a networked market changes people fundamentally.
Cluetrain Manifesto
Cluetrain Manifesto
Q7 How does
participation fundamentally change
people ?
Q8
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.
Cluetrain Manifesto
Q8 Does the networked market know more
about your products than you do?
Q9
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?
Cluetrain Manifesto
In the NYC office of Lehman Brothers the CEO was called
the ‘invisible man’ by personnel from the trading floor at HQI
he was so elusive he didn’t even make it to the infamous 31st floor
Q9 Does the CEO report to the shareholders or to the networked
market ?
Q10
17. Companies that assume online markets
are the same markets that used to watch their ads on television
are kidding themselves.
Cluetrain Manifesto
Q10 If networked markets
are proving to be different then what
will a networked workforce look like?
Q11
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.
Cluetrain Manifesto
Does allowing your
staff to go off piste
increase productivity
?
Q11
Q12
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.
Cluetrain Manifesto
“the regulators are not comfortable with our use of Social networking tools but the will get use to it, its inevitable” “with these tools, our employees will create value for us and our customers in ways we cannot even imagine today”
Reversed employee antagonism and resistance to Sunday opening by facilitating conversation on the corporate platform and devolving decision making power to employees . Now employees actively champion the Sunday opening policies which they actively shaped .
Q12 Do Enterprise social
tools represent an opportunity to re-
engage a disengaged workforce?
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