The Cluetrain Manifesto 31 45 Chapters

THE CLUETRAIN MANIFESTO
The Cluetrain Manifesto
Marlo P. la O’
De La Salle – College of Saint Benilde

Abstract
This book review is about my own opinion and insights about how I feel and what are
my reactions when I read the book title “The Cluetrain Manifesto” typically the
concept of the book is almost the same as the concept of the 95 these written by
Martin Lither about his opposing reaction to the teachings of the catholic church. But
the only difference with the Cluetrain manifesto is that this is about how the internet
changes our everyday communication with each other and the other capabilities of
social networks that we have ever anticipated, especially those people developed these
networks. People have different reactions and opinions on every topic we discuss our
minds never think and work the same in a 100% manner. This reviews of mine is
particularly how I have experienced some of the amazing capabilities of social
networks and what it can do to people who are using or interacting with one another
in the internet.

Theses #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?”
Loyalty has also played a big part in networking markets, based on my
experience every hour your employees may change, people go in and out of the web
site. There might at some times were people go back again to that site and be the usual
employee, but there are times when they say they will go back, but they never do go
back. This only the sad part about networking markets, for me based on my opinion
and experience. Again with blinding speed of information transfer, sometimes you
can never tell if that information was deliberately for you or for another customer. A
good example of a networked markets are online games, where there are cities in that
particular game, and there are people who specialize in selling different items then if
you need to buy that item you just go to that person or a shop where you now you can
buy that item. But sometimes there are just free roaming merchants selling specially
prized items, and they are sometime considered rare items, and once these
opportunities past you, you may never find them on that spot where you found them
selling those items. You may be able to get there contacts, where you can talk to them
online such us getting their YM ID, but sometime they just vanish in mid air, and you
could not catch them online anymore so much for false hope. But also we must be
very careful with whom we talk and contact online because they might just be hackers
who will hack into your accounts.
Integrative Questions:
1. What is the meaning of loyalty?
2. Are you loyal to your friends?
3. Are you loyal online?
4. Have you ever engage in selling online?
5. Have you ever bought something online?
Reference: http://www.fullcirc.com/community/localclue.htm

Theses #32: Smart Markets will find suppliers who speak their won language.
Being smart at finding your supplier is a huge advantage for you especially if
you are engage in business, whether it is selling finished goods, or whether you are
the one manufacturing them. Once you have found the kind of supplier that you like,
and an additional bonus is when that supplier of yours is loyal to you in helping you
out in your business, your only worries would have to be is getting your markets to
like you and buy what you are selling. If your supplier knows what you are selling,
and if they speak at the same language you do, you must not worry what to order from
them because they know what you want and they know what you need, and when you
need those items, they right away supply you with them. I might be even better if that
supplier of your is the one talking business with your customers, the type of supplier
that know the needs and the wants of your customers, and they deliver the item right
away to your doors, so when the customer arrives all they just have to do is choose
and buy right away. No more complains and other questions, like “do you have
another color of these (item)?” But we can not escape the fact that once you have a
loyal customer with, then their expectations from you as their seller gets bigger, they
expect more from you and they expect you to give them what they want.
1. Are you engage in a business?
2. If yes, what kind of business?
3. Do you have your own supplier?
4. Is your supplier speaking your own language?
5. How do you define a smart market in your own perspective?

Theses #33: Learning to speak with a human voice is not a polar trick. It can’t be
“picked up” at some tony conference.
Learning to speak with a human voice is something you already actually have
in you, ever since you were born the first time you spoke was already your very first
human voice. Or even the first word you ever said is already your natural human
voice. Actually if you are engage in business and you are the one who is doing all the
talk for you business, eventually you will learn other stuffs and a different way of
talking. You will be more boring, gloomy, and uninviting sound of voice. Sometime
you would not even notice it but your voice would scare the hell out of other people.
If you are the type who engages in networking markets, using the internet as your
business then you do not have to practice how you speak towards people, or how you
can approach them. Because in the internet everyone speak the same human voice
language, well technically, there might be some who speak in a different language, a
different foreign language, but the whole approach in speaking the tone of voice are
all natural. No tricks are needed to learn how to convince other people in the network
on what you are selling or why they need to buy it. Because information in forums,
and chat rooms are rapidly going and arrive at incredible speeds that by the time you
know it some one who you did not expect already bought something online form you
and the person who you are negotiating to with is still trying to negotiate with you.
1. What the first word you said?
2. What is a polar trick?
3. Have you ever attended at some conference on learning how to speak?
4. What language do you speak?
5. How many languages do you now how to speak?

Theses #34: To speak with a human voice, companies must share the concerns of
their communities.
Companies must not only be concerned on themselves but they must also learn
how to corporate and be interactive with the communities who are looking toward
them, and who they are close to. Speaking in a human voice not only must be verbal
but it also must be put into action. Helping out other people is another way of
showing that action speaks louder than words, and that it also shows you not only
concern to your self but also to other people as well. You must be a man of your
word, what ever you have said you must also do it. What ever you community needs
for their growth you should also as a company try your best to help them grow, and
grow together with them. Do not just focus on the wants part of your company
because rest assure you will not go anywhere with these, and the fact that you will out
others before your self is a good feeling in the end. There are very few people who
think about other before them selves. A good example of helping other communities
is by volunteering to give and send relief goods and cloth to communities you now
who are desperately in need of food and shelter who have lost their home because
unexpected circumstances where Mother Nature was not kind to them. Where Mother
Nature brought them disaster into their homes and communities, where recovery for
those people are sometimes hard to achieve, and this where you can lend a hand to
them.
1. Is your company only concern other communities?
2. What communities has your company helped out with?
3. Have you ever felt the wrath of Mother Nature?
4. Is your company the type who always helps out others?
5. Is your company more concerned with the needs of your community?

Theses #35: But first, they must belong to a community.
In order to be able to share the concerns of your community you must first
belong to a community where you will be able to serve. This is the important fact that
you must remember, is that you must be able to serve and not to get what you want. In
order to belong to a community your must be accepted by that community. The
question on getting the acceptance part might sound hard, but if you put your heart
into it and you really want to belong to that community, they will just gladly accept
you without you forcing your self into them. Just by showing a little help, caring for
that community, then eventually the doors will be open to you, you do not have to
exert an effort at holding and reaching for the know and turning it, pushing the door to
open, but gently form the insider the door will be opened to you. The only effort on
your part is showing that community that you are willing to become part of them. You
should not worry your self if the community you want to become of will not accept
you, but as long as you know you did your part well and you have tried your best to
show them that you want to be part of their community, and still they did not accept
you it is not your lost. There are other communities out there that are willing to accept
you, and sometime what you want is not always what you get, but who needs you the
most will be the once to accept you.
1. Have you ever helped out a community?
2. Have you ever felt being left out?
3. Did you ever experience being left out?
4. Did you ever experience the one being accepted?
5. How does it feel helping out other people?

Theses #36: Companies must ask themselves where their corporate cultures end.
Understanding your business also invloves in knowing your own culture. If
you do not know your own culture you simply do not know your business, and these
leads to a failure in business. Because business leader do not really understand their
ow culture they might tell you that they know it all, but if you are stupid enough to
believe in it then go ahead, but htink about it all that you are goig to hear them talk is
just about their mission, vission, and values that they believe that is for the good of
everyone including their business. But actually their culture is the one running their
business not them. They are the once being shaed by their culture, every decision and
action they make for their business are all comming form their culture. Business
leaders that do not realize this simple truth are the once who do not really know their
business at all. The only thing that business leaders understand about cultures are
from their own corporate ideals which they themselves have made. These ideals fail to
realize the real meaning behind what is desired and what is realized. And thse are
some of the reasons why some coporate leaders fail to realize about their own
corporate culture. If they fail to understand all of these they will never be able to
graps the real essence of why they first puted up their own business, and importance
of thier business to their own culture wehre they belong too.
1. What is a corporate culture?
2. Do you know your own corporate culture?
3. How well do you know your own business?
4. What is your corporate culture?
5. Have you ever thought about your own corporate and what it stands for?
Reference: http://www.futuresense.com/corporate_culture_2/

Theses #37: If their cultures end before their community beginds, they will have
no market.
Without a business is the same as having no marktet. The reason why some
have no business is because they fial to realize and know what their corporate cultures
are. They must know that all their actions and the decisions they make are based on
the corporate cultures that they have. When they fail to realize these thier business
fails, and when their business fails its just the same as saying they have no markets.
But for my own opinion having or putting up your own business is just plain common
sense. If you know Bill Gates whcich of course the whole world knows is in the top 5
riches man in the world. He is the chair person of microsoft corporations. He never
finishied college but look at where he is standing right know. He is the third richest
man in the world. And all he did was bought someones software and made it his own.
He did a little customization on the software, and licensed it so that when ever
someone wants to purchase the software, technically the have bought the software but
they are not the real onwers of it, all they just bought is the license of the software.
The corporation of Bill Gates still owns the software. All of these just came inot his
mins he just tought of it and sold it to different companies, big time companies all
over the world who are also in the need of the sofware Bill Gates has made.
1. Do you know Bill Gatess?
2. What can you do to make sure you have a market?
3. What is your target market?
4. How do oyu prevent your culture from endng before your community begins?
5. What is the difference between a culture and a community?

Theses #38: Human communities are based on discourse—on human speech
about human concerns.
I have always wondered what do people really mena that in order for you or
myself to fit in into the new world of more connected world where customers are
interacting with each other through the internet. Interacting in a more human way
might sound vey simple and easy, but there are many companies who are really
having a hard time at doing this. I really do not know why but maybe or somehow the
reason wh they are having a hard time is because they are already structured in such
away that it would be difficult or impossible for them to speak or respond to human
voice in such a way that they will be able to fit in to the crowd of their networked
markets. The only thing that is trapping most companies to be more authentic and
sound more like a human when it comes to communication is their thought of living
up to their reputation and the expectations of their customers. Their cusotemd culture,
that they are so intact to it that it is hard for them to adapt their selves into a different
culture; there will be culture shock. If admiting your misake is a risk your willing to
take, and if you are willing to take in all the criticism of other people, why not go
ahead it good practice not only for your own character but atleast the next time you
come around with that same error that you have made it would not be that shocking
for you anymore.
1. What is inside the internet?
2. What is a human speech?
3. What is a human voice?
4. Are able to speak naturally?
5. What is your greatest fear when it comes to talking to other people?
Reference: http://www.mathewingram.com/work/2009/04/28/cluetrain-human-
speech-human-concerns/

Theses #39: The community of discourse is the market.
Where there are people there is a market. Where there is a conversations there
is a market. When people want to talk about somehting sometimes the conversations
could last very long, and if a day is not yet enough it would go on to the next day until
everyone gets contented about the topic. When taling about business the topic
sometime never ends. Especailly when the planning part is implemented, there is no
end to it until the plan it finalized. When people want to start a business, they will do
all the nessecary preperations and all the is needed to be done for the business to be
started right away.
When there is exchange of talk, always bo prepared that there is also an
exchange in negotiation. Technically, the business always starts with someone
talking, inviting people, or advertising a product of theirs. Everything revolves with
words. But you must always watch out on what you say to other people or what you
say about something. Because there might be other people who will not like what they
hear when you speak. But if this the case who can avoid it? I do not really believe
anyone can avoid being judge when they talk. It basically human nature to judge
others right away. Their might be positive judgement and there are also negative
judgement, everything revolves in the balance, it is like yin and yang. Just as simple
as writng is already a form of discourse to your community.
1. What is communication?
2. Is communication a form of discourse?
3. What is an example of discourse in business?
4. Why communication a form of market?
5. Is market also equivalent to discourse?
Reference: http://www.hooversbiz.com/2009/04/28/the-community-of-discourse-is-
the-market/

Theses #40: Companies that do not belong to a community of discourse will die.
Talking to your markets is the new wave of communication instead of rellying
on mass media, such as advertisement to expose your products to the most viewers.
This will not only be too costly, but someitme it just does not work. The effort you
put up into talking to talking to other people edvertising you porduct will be more
recognized by you market. It really has its own advantage, the power of persuation is
in your hands, when questions are asked you can right away give the answer. People
will not doubt you because it is really you who doing the market. You are going out
there and showing to the world that you can talk, you can make them believe you. I
already have experience such power of persuation, knowing the difference between
talking to your market directly and just seeing it in the tv you can really tell once you
have done both. Embrass the conversations that are happening around your. Each
product has its onw uniqueness on ow people like that product, how people talk about
that product. The more they like the product the more they will talk about the product.
There are different strategies for each unique porduct do not expect the same way that
you have made thay product of yours to work on another porduct. Let us face it mass
media is already a decade ago today internet in the new source of marketing, mass
media is like the cassete tape of yesterday.
1. What is mass media?
2. What is the difference between mass media and internet?
3. Where do you think is the majority of the market today?
4. Are good at communicating?
5. Do you embrass commmunication as part of your business?
Reference: http://www.hooversbiz.com/2009/04/28/the-community-of-discourse-is-
the-market/

Theses #41: Companies make a religion of security, but this is largely a red
herring. Most are protecting less against competitors than against their own
markets and workforce.
If you ask me what is hould be more concered about I would say that having
no market or even workdforce is devastating then loosing to my competitors. Because
with no market and wordforce it is also as good as saying I have no business. I always
keep in mind that my markets are my source of income and not my competitors. They
only provide me the obstacle and challenge that I need to do extra efforts to stay in the
competition. It is just like a race, without a sponsor or with out a crowd, or with out
joining an evet, you do not have a workforce and you do not have a marktet. Because
the event the corwd and the sponsor in your source of fame joining the race they
provide you the trophy that when you win the race. As plain as simple your opponents
in the race are you competitors, without them you could just go easy on the race, it s
just likeing a walk in the park for you. so in the business world attracting and getting
the attention of my markets are more important to me then compiting. Without my
market and my workfoce how in the world can I compete with my competitors if they
have their own market and their own workforce. Someitme your markets in business
are also the markets of your competitors. This is the exciting part because both of you
and your competitor will have to win that market.
1. What is a competitor?
2. What is the difference between a competitor and a market?
3. What is the difference between a competitor and workforce?
4. Is business like a race?
5. Is business like courting someone?
Reference: http://keithmcarthur.ca/2009/04/28/my-cluetrainplus10-post-thesis-3/

Theses #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.
I really cannot seee thedifference between knowledge and information, but
knowledge without understading in just information, there might be a truth behind
these because the meaning of knowledge as form what I know is that knowledge is the
understading of information, and if you look at it up in the dictionary the definition of
knowledge” acquaintance with facts, truths, or principles, as from study or
investigation”. Information from what I have hard are also considered as facts, and if
understanding without any knowledge about the informatiion it just is not knowledge
because you have not aquired real facts that will support your understading, but if you
are able to stadn up to it and defend it form my oopinion that is knowledge right there.
Telling stories about what we know is another way of conveying that you truly
understand what you know. Here is where conversation, the real type of coversation
begins where you are comfortable in telling stories about something that you know
and at the same time the person or persons that are lisening to you are also gathering
the information they have gathered from you and if any of them ties to dictate to you
their own story you also listen to them and learn new things form them which you
never knew your self. This tranfersing of information and knowledge to each other the
right way, the real way that it should be done laughter, jokes, and other elements of
making the conversation worth while to when somebody is telling it to you.
1. When was the last time you had a real conversation?
2. What is the difference between a casual and formal coversation?
3. How do you know when it is just a casual conversation?
4. How do you know when it is a formal conversation?
5. Where are you more comfortable at speaking?
Reference: http://www.gurteen.com/gurteen/gurteen.nsf/id/X0001EA1A/

Theses #43: Such conversations are taking place today on corporate intranets.
But nly when the conditions are right.
When people are in the mood to talk and to listen to what your saying is also
considered important in making conversation in the intranet. We like to talk to other
human beings, but if we are not in the mood in talking to them then easily other
huamna beings can already tell if we are not intrested in talking to them. Whether it is
over the internet or a more obvioustype is having a face to face conversation where
you can not really hide your face expression. Where every word you say and every
movement you make, the way you look at the person in the eyes tells it all if you are
intrested in talking to that person or not. But over the internet is quite a little hard to
figure out whether that perosn in intrested in talking to you or not. But sometime it is
way easier over the internet the reason is if that person is not really intrested in talking
to you the person will deliberately not talk to you he or she will deliberately not make
any comments, you will notice it right away especially if you know that person is
online, you really know he or she is there talking to other people and not talking to
you, then there you go that person is definitely not intrested in talking to you. The
more of a irritating fct is when you are waiting for the person to respond to you that is
when he or she is really starting to annoy you.
1. Have you ever tried talking online to someone?
2. Have you ever tried waiting for someone to responed to your message and he
or she never responded?
3. What is corporate intranet?
4. What are the moods of peopole when it comes to conversations?
5. How can you tell it that person is intrested in talking to you?
Reference: http://www.mathewingram.com/work/2009/04/28/cluetrain-human-
speech-human-concerns/

Theses #44: Companies typically install intranets top-down to distribute HR
policies and other corporate information that workers are doing their best to
ignore.
Installing intranets are not only for the use of coversations over each other to
reach other people but it also use for security and for a more interactive
communication within the company that will not only allow ease and conviniency of
conversation but also will allow a better understanding of what real coversation is all
about, a more secure conversation. The fact that workers are just doing everything
they know to ignore other corporate information is already a sign that they need
freedom. People do not really care about having a secure conversations once everyone
is having their normal human conversation. The reason for this is people do not really
care if they say something wrong, or something that might ruine their reputation they
can just learn form those mistakes that they made, and together with the rest of the
employees they will have a more trusting environment around each other. This a
better and more effective way of doing business trusting each other. Having an
intranet in your company, is just like having a pet at your own home but the pet is
inside a cage and can not freely move around exploring the world outside his or her
cage. The intranet is much like the same employees are trapped conversations are
being recorded, but we can not blame the company who is installing intranet for their
own safety. They are just protecting the name of their company. Trust is a very hard
to earn issue today. Especially when anything can happen anywhere at any time.
1. What is intranet?
2. What is the difference between intranet and internet?
3. Is havng an itranet the same as being trap in a cage?
4. What is true freedom in the business world?
5. What is an example of HR policy being used in the intranet?
Reference: http://www.alexmanchester.com/alexmanchester/2008/08/intranets-
cant.html

Theses #45: Intranets naturally tend to route around boredom. The best are built
bottom-up by engaged individuals cooperating to construct something far more
valuable: an intranetworked corporate conversation.
Boredom is always what comes into the mids of individuals when they hear
the word intranet. It might sound cool at first, and it might even look really amazing
when it is your first time to use it. Security is everywhere actually if you begin to get
a little hang of it. People will begin to think that everything they do is not being
watched. But actually, it is and the more you think about it your not only watched but
you are also blocked to go anywhere. Unless your really good ith computers, the you
can hack into alsmost anything, or even just being good at hacking and you can create
your own freedom it would be an amazing thing to earn. It is like having the key to a
locked room where you can not go out of the room if you do not have the key. But
once you aqure the key you are now free form the room and can now go anywhere
outside the house. But there are still restrictions, there are some places that you can
not still go too. But once you get around you easily find the key to other places and
unlock some of the “secret” rooms in the house which you are technically restricted to
enter. And this is what a hacke is somehow good at, but there also different hackers
who do really do thesse things, they are the good hackers they do not disober the ten
commandments of the computer.
1. What is a hacker?
2. What is the difference between a good hacker and a bad hacker?
3. What is internetworked corporate conversations?
4. Is intranet boredom for you?
5. What is the first thing that comes into your mind once you hear the word
intranet?
Reference: http://www.alexmanchester.com/alexmanchester/2008/08/intranets-
cant.html

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