"Individuals and organisations have access to exactly the same media and networks to build relationships and find and share information. You can build gorgeous websites and apps. You can publish lovely looking branded content via Instagram and Facebook. But if your product or service doesn't meet my expectation and you don't give me the opportunity to have a proper conversation with you, I'm going to use those channels to call you out."
"We shouldn't be surprised. The Cluetrain Manifesto predicted exactly what would happen. In 1999 it foretold that markets are conversations and that the internet enables the world's biggest conversation. The book was first published in 1999, written by Rick Levine, Christopher Locke, Doc Searls, and David Weinberger. It proposes a set of 95 theses organised as a manifesto, or call to action, for organisations operating in internet-connected markets."
About 3.2 billion people with internet connections can create content and connect across the network. Individuals and organisations have equal access to media and networks to build relationships and share information. Users can build websites and publish branded content on platforms like Instagram and Facebook. If products or services fail to meet expectations and organisations refuse genuine conversation, users will publicly call them out via those channels. The Cluetrain Manifesto, published in 1999, foresaw markets as conversations enabled by the internet. The manifesto contains 95 theses and frames a divide between professionals who see the internet as relationships versus traffic. Organisational change will take generations.
Read at The Drum
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