Cluetrain Manifesto

Slide show 6

Companies must ask themselves where their

corporate cultures end

Companies need to understand that information is everywhere

peoples comments are more powerful than the voice of a company

If their culture end before the community begins, they will have no market

No community for a company would mean no business. and no company likes that.

Human communities are based on discourse,

on human speech about human concerns

people look out for one another.

People talk to other people about matters.

The community of discourse is the market

Markets are conversations

Community of discourse is conversations

Companies that do not belong to a

community of discourse will die

No community means no business

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

Workers can be much of threat than rival competitors.

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

There are more conversations going on inside a company than what one might think

Your workers are part of the community as well