Cluetrain II

After citing the Cluetrain Manifesto in my earlier post, I found myself going back and re-reading  some of the key principles and insights of the book.   

If you haven’t read it, and you’re at all interest in Web 2.0, Voice 2.0, Communications 2.0 opportunities derived from networked conversations and social networking, you should really invest the time to read the book.

Here’s a peek to get you started…

  1. Markets are conversations.

  2. Markets consist of human beings, not demographic sectors.

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

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

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

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

  7. Hyperlinks subvert hierarchy.

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

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

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

  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

There’s more here…

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