This series of posts comes from the book: The Cluetrain Manifesto: The End of Business as Usual by Rick Levine, Christopher Locke, Doc Searls. and David Weinberger
Networked markets are beginning to self-organize faster than the companies that have traditionally served them. Thanks to the web, markets are becoming better informed, smarter, and more demanding of qualities missing from most business organizations.
Markets are conversations.
Markets consist of human beings, not demographic sectors.
Conversations among human beings sound human. They are conducted in a human voice. Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived. People recognize each other as such from the sound of this voice.
The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
The Internet is enabling conversations among human beings that were simply not possible in the era of mass media.
Hyperlinks subvert hierarchy.
In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way.
These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge.
As a result, markets are getting smarter, more informed, more organized.
Participation in a networked market changes people fundamentally.
People in networked markets have figured out that they get far better information and support from one another than from vendors. So much for corporate rhetoric about adding value to commoditized products.
There are no secrets. The networked market knows more than companies do about their own products. And whether the news is good or bad, they tell everyone.
from www.cluetrain.com