cluetrain ch 2 and 3
Post on 21-Oct-2014
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outline of chapters 2 and 3 of "The Cluetrain Manifesto."TRANSCRIPT
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Cluetrain
Chapters 2 & 3
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Ch.2
The Longing
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The spiritual lure of the Web
• The return of the voice
• Longing indicates something is missing in our life
• Longing for the web occurs in the midst of a profoundly managed age– 21st century, American idea
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Managed world
• Risk avoidance
• Smoothness
• Fairness
• Discretionary attention
• Lies
• Lack of voice
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A managed life
• Leads to resentment
• However much we long for the Web is how much we hate our job
• All the concessions to a managed life have to do with giving up our voice
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Our Voice
• Nothing is more intimately a part of who we are then our voice– Gives style and shape to content
• Our voice is expresses in our words, our tone, our body language, our visible enthusiasm
• Our managed voice is virtually the same as everyone else’s
• We are all victims of this assault on voice, the attempt to get up to shut up and listen to the narrowest range of ideas possible
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It is only the force of our regret at having lived in this bargains that explains the power of our
longing for the web
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Web - voice
• All of the allure of the Web comes back to the promise of the web.
• The web is a granting of a place in which we can be who we are
• It is a public place; it means presenting oneself to others
• The web is viral; it infects everything it touches
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Put your ass on the line
• Make a bonfire of your reputation and a close enemy of most men who would wish you well
• Do what you will, but speak out always. Be shunned, be hated, be ridiculed, be scared, be in doubt, but don’t be gagged.
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Chapter 3
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Talk is cheap
• Artists have a stubborn faith in their ability to create newness from next to nothing.
• This faith shapes their work, enables them to establish themselves as individuals.
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Bricolage
• The opportunism of those who work with their hands, creating stuff out of whatever is lying about.
• The web is group bricolage.
• Individuals build it without working from a master plan.
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The “voice” of the marketer
• In the same way we distinguish personal attention from inattention, we can tell the difference between commercial pitch and words that come when someone’s life animates their message
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The “voice” of the marketer
• Authentic voice/authentic marketing comes of focus, attention, caring, connection, and honesty of purpose.
• Authenticity, honesty, and personal voice underlie much of what’s successful on the web
• The ultimate success isn’t from talking, it’s from people wanting to listen, needing to hear each other’s voices and answering in kind
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Talk on line
• Tech is putting a sharper, more urgent point on the importance of conversation.
• Conversations are moving faster, touching more people, and bridging greater distances than we’re used to
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Community
• One definition of community is a group of people who care about each other more than they have to
• It is conversation, the verbal glue binding people separated by geography into community
• Fake voices are eschewed
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• “is having conversations with lots of constituents really practical?” YES!
• This is basically twitter
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blogs
• With more people, more stories in the mix, it’s harder for one negative story to sway me
• A single corp story is a fiction in a world of free conversation
• Corp stories, like corp cultures, are informed by individuals over time through many contacts, conversations, and opportunity to tell stories
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blogs
• Stories play a large part in the success of organizations.
• With stories, we teach, pass along knowledge of our craft, and create a sense of shared mission
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Why companies fail
• The problem is not in the effort required to coordinate voices, but in the attitude that assumes speech demands coordination and control
• Thinking they’re having a conversation when they’re having a lecture
• Not allowing the conversation to overcome the class structure of business
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Customer loyalty
• CL is not a commodity a company owns.
• Where it exists at all-and it’s rare- loyalty to a company is based on respect
• That respect is based on how the company has conducted itself in conversations with the market
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Bottom line
• Not conversing, participating, is not an option.
• If we don’t engage people inside and outside our organization in conversation, someone else will.
• Start talking!