95 Theses

VERTSOL

(1 to 42)

Submitted by: Ferline C. Chua, O0ASubmitted to: Mr. Paul Pajo

1: Markets are Conversations

Markets are human beings. It is our nature to talk.

Conversations are the casual talks we had with our classmates, friends and etc.

Before, they communicate in a marketplace

But now, we communicate through the use of internet

Through the internet, we are connected to each other.

2: Markets consist of human beings, not demographic sectors

Demographic is a part of a population identified as a group.

We should focus as a whole! No discrimination!

The creations are for all people.

In internet, we are connected to all the people, not based on their status of their lives.

3: Conversations among human being sound human. They are conducted in a human voice.

Voice is what we used to communicate with other people

We, Human beings must speak genuine

When we are sad or happy still our voices will be with the accordance of our feelings

4: Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived

We used our voices to send information and receive feedbacks.

Through Internet, we can express ourselves . That’s why many of us use Blogs. It is a way to share to their friends the real them.

We are open to what our friends will tell us.

5: People recognize each other as such from the sound of this voice

Voices doesn’t necessarily mean the physical sound but what comes from our minds or what we think or what we feel

Through Internet, our voices are being heard by people

We are recognized by them

6: The Internet is enabling conversations among human beings that were simply not possible in the era of mass media

Television and newspaper does not enable all of us to converse

Television and newspaper doesn’t give the security

The best way is to have internet as a media

7: Hyperlinks subvert hierarchy

Hyperlinks mean a document that is link in the web that shows relationship(internet)

Hierarchy means the ranking of people in an organization(business)

E-commerce replace the old way of making business

8: In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way

Markets voices can lead to the success of the company

or can lead to the bankruptcy of the company

Markets are educated

9: These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge

Yahoogroups is a way to be socialize to people and be informed

We will learn from our friends in the net

Thus, it builds as one community

10: As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally

We use google or yahoo as a search engine

There is update news in the net

albums, calendars(birthday updates) and diaries is available through the use of website

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

More updated in the net rather than in the newspaper

Not limited; complete with information

As for the companies, they should make a strategy that can add value to their product

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

No secrets must be kept

Their duty is to inform us

Through the help of internet, it easily spreads the information

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”

Employees are producers; Markets are consumers; Business is between them

This can help you to be a successful; but this can make you fail

The relationship with your employees is also your relationship with your markets

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

There is a big difference with corporations and our network friends

Company does not show you what they feel

Genuine voice is being comfortable, and just being yourself

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.

businesses in the future will not be genuine and just an artificial

We can see that all businesses are the same and nothing different from them, from how they form, design and talk

16: Already, companies that speak in the language of the pitch, the dog-and-pony show, are no longer speaking to anyone.

company who is not true can be concluded as a company who does not speak to anyone

it is not good if the company are just there to perform, they must have the knowledge to speak and listen with their customers.

17: Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves.

They don’t know the essence of having an online shop

The companies do not use the resources and skills they have in order to engage in this kind of system

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 grab this opportunity of using networks because they can get innovative ideas from their online markets freely without the need to pay them

The markets are getting smarter since a new information that receives by the market will be shared to everyone

19: Companies can now communicate with their markets directly. If they blow it, it could be their last chance.

if the company know how to make websites in their own which can receives feedbacks to their customers, they have a chance to succeed

He will not be left out by some of the retailing business that is engaged already in an online shops

20: Companies need to realize their markets are often laughing. At them.

A market knows how to use network as a resource

markets are laughing at companies who do not take advantage of the available resources

21: Companies need to lighten up and take themselves less seriously. They need to get a sense of humor.

markets does not want to talk with the company because they are serious in nature

They don’t realize the ideas that come out to us is important for them.

There is no trust between the companies and markets.

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 not be serious and must have a sense of humor

We want something an ideal company that would serve us anytime and give our needs

23 Companies attempting to "position" themselves need to take a position. Optimally, it should relate to something their market actually cares about.

If companies want to be successful, they first need to know what their markets wants

Markets are the first priority of the company

They must answer: “What our customer really cares about?”

24 Bombastic boasts—"We are positioned to become the preeminent provider of XYZ"—do not constitute a position.

This is very evident in our society.

The companies are saying that their mission is to serve the markets, but actually they care is only their own profit

Company that acts like that will not be successful

25 Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships.

In order to serve their people, they need to approach us

They must gain that loyalty and trust from us

There are strategies that can help companies to create good relationships with us

26 Public Relations does not relate to the public. Companies are deeply afraid of their markets.

Companies are afraid to their markets because markets can make them fall

Even though companies have people that are good in public relations, if still they don’t have good strategies, they will not get the trust of people

27 By speaking in language that is distant, uninviting, arrogant, they build walls to keep markets at bay.

If they will continue not to care about their markets, their markets in return will not also care about them.

Companies should see the importance of their markets

28 Most marketing programs are based on the fear that the market might see what's really going on inside the company.

Markets need to see the truth

They must realized that the important thing is to be close with their markets

29 Elvis said it best: "We can't go on together with suspicious minds.”

Market can’t come together or join with the companies who are suspicious minded

If companies want to have customers, they must first adapt to new changes or what the customers suggest them to do

If companies does not listen to their customers, they will not be successful.

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.

Being loyal to the brand especially for the companies who served us for many long years will come to an end

If companies will not listen to their customers, they will lose them

Many companies goes bankrupt because they never listen to their customers

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?"

online retail store can change people or worker without others knowing

There would be no loyal customers if companies will not change to what the customer wants

32 Smart markets will find suppliers who speak their own language.

This is an alliance strategy

We want that companies would also hear what we wants to say

At the same time, companies also wants that their suppliers is also as good as them

33 Learning to speak with a human voice is not a parlor trick. It can't be "picked up" at some tony conference.

Speaking in a human voice is hard to do; it is not a trick

Companies must know how to take an advantage of the opinions that customers are sharing

For some companies, it is difficult to get the ideas of customers

34 To speak with a human voice, companies must share the concerns of their communities. 

This is the continuation of 33th theses

Companies should listen and do any action to what the customers suggest.

To capture the attention of people, they must know to used their suggestions

35  But first, they must belong to a community.

Companies must first interact with customers

After that, they need to apply what others wants them to apply

Then they will have that human voice

36. Companies must ask themselves where their corporate cultures end.  

There is an end for everything

Change is important in business for them to continue

Shift from a traditional way of business to a new business with the help of technology

 37. If their cultures end before the community begins, they will have no market.

They must change before others would.

This is their chance to be on top and defeat many stores

Before the market became smart, the companies should think of something new as a result of good technology.

38. Human communities are based on discourse—on human speech about human concerns.

Communities consists of people sharing ideas and thoughts

This is what the companies wanted – human speech

This human speech will be their edge to be successful

39. The community of discourse is the market.

The important people in the community is market.

Without the people, there would be no sharing of ideas in which the company wants to receive.

Receiving that human speech only means that people has concerns on you as a company

40. Companies that do not belong to a community of discourse will die.

Companies must belong to that community where there is sharing of thoughts and ideas in order to be on top.

For example, a customer said that they need to change. Companies should listen to their customer needs and wants.

That is what this 40th theses mean

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.

 

Some companies compare themselves to other companies especially their competitors.

If their competitors adds a product, they will also do the same way.

They are blinded of the fact that customers can also give new ideas for their betterment.

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

In networking, there is no formality needed unlike in corporate world.

It needs only your true self , your own opinion, and judgement regarding an issue.

Companies should see that they can use network to be connected with their market.