“A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies”.
The term ‘Cluetrain’ comes from this quote:
“The clue train stopped there four times a day for ten years and they never took delivery.” — Veteran of a firm now free-falling out of the Fortune 500
When the Cluetrain Manifesto was written, many of the ideas (the 95 theses) seemed very far away. But now, the concept of markets as conversations is reality.
Take a look at these 5 theses from the book:
- Markets consist of human beings, not demographic sectors
- The Internet is enabling conversations among human beings that were simply not possible in the era of mass media
- Conversations among human beings sound human. They are conducted in a human voice
- Companies that speak in the language of the pitch … are no longer speaking to anyone
- Companies can now communicate with their markets directly. If they blow it, it could be their last chance!
If you are fully up to speed with the social web, these concepts will be very familiar to you.
If they’re not: read The Cluetrain Manifesto!