The Cluetrain Manifesto 61 75 Chapters

THE CLUETRAIN MANIFESTO 1

The Cluetrain Manifesto

Marlo 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 review 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.

Some of the reviews I also tackle are about the difference between marketing through the internet and

marketing by just commercializing through ads, commercials. Most of my reactions reflect also on the

difference between what is happening between conversations inside a company or for the company itself,

and the conversations that is happening outside the company. We do not realize that there is much more

out there that is happening and is being talked about outside your own company. We should be really

aware of what is happening out there.



Theses #61: Sadly, the part of the company a networked market wants to talk to is usually hidden
behind a smokescreen of hucksterism, of language that rings false—and often is.

Hucksterism is believed to be false by The Cluetrain Manifesto. Maybe what the book is trying to
say is that it is not going to work anymore, because a new age has come, a new way of communication,
talking, chatting, or even selling has emerged to networking. What networked markets are maybe trying
to imply to companies when they want to talk to them. What they are trying to say is to stop
hucksterism and wake up, try doing a different approach. Because their old approaches are not going to
work anymore, what is the use of trying so hard to sell something or advertise something the wrong
way? Yes, there is a newer way of selling advertising of hucksterism. Instead of making the wrong effort,
start doing the right effort. Join the crowd, you might get lost in the crowd, but it will be a hard lesson
but I can guarantee you it will be worth the effort. Stop being prideful of your own way, if your own way
is already old school, just try your best to fit in to the new generation, there is no harm in trying. It might
feel for me like trying to join in a new group of friends. I will be shy at first but what the heck if I am
enjoying my new group of friends and I know they are also respecting me more for what I am then it is
worth the effort. This is what I chose if the first place.

Integrative Questions:

1. What is hucksterism?
2. Have you ever tried hucksterism?
3. How do feel when you are doing hucksterism?
4. What is the language of rings false?
5. Do you believe in it?

Reference: http://www.fullcirc.com/wp/2009/04/28/unfinished-business-cluetrain-manifesto-plus-10/



Theses #62: Markets do not want to talk to flacks and hucksters. They want to participate in the
conversations going on behind the corporate firewall.

My first question would what is happening or being talked about behind the firewall? Why are
markets intersected in these conversations? In these conversations secretive, that is why they are behind
some firewall to e protected? Well if that is the case then wake up people who are trying to be in a
firewall just to be protected. Because I really do not believe that a secret really is kept a secret for me all
secrets are eventually revealed, so just expect the worst or more even expect the truth. Maybe, I am just
wrong at this maybe this just no secret what is really behind the firewall, maybe they are not just prepared
to blurt out what they want to show to the market because they are not yet prepared, they are just trying to
prepare themselves for everything to be expected. This what interest the markets what I happening inside
the firewall and not what flacks and hucksters have to say, because flacks and hucksters are just a waste
of their times. I really do not know if I am correct on this part but what I perceive about hucksters are
those people in the SM department stores outside, saying the same thing over and over again with the help
of a microphone just to be heard by people passing by them, and they are just ignored by these people. If I
am wrong at this, then I admit it but typically that is what I picture hucksters are.


1. What is a firewall?
2. Do you have your own firewall?
3. What do think is behind the firewall that intrigues the market more?
4. How do you picture a firewall?
5. How do you perceive what hucksters are?



Theses #63: De-cloaking, getting personal: We are those markets. We want to talk to you.

Taking off you cloak and just being yourself is the right way to go, and even if you ask anyone
that is what they would really say that just be yourself. Stop hiding in those cloaks and trying to hide your
face, what is outside is not important but what is inside of you is what is more important. Markets do
want to talk to you, and the real you they are referring to is the real you and not the fake you, who is
trying to be someone you are not. Idolizing someone is not wrong but if you are trying so hard to be
someone that the world is already telling you to stop that and just be yourself, you should now it better to
just be yourself. Getting your mask off and getting personal is way to go. These are the real markets you
going to encounter in the internet. As much as I do not want to believe this but it really true what social
networks are and is where all the markets are happening is you definition on markets are just about
selling, well then you dictionary is or might be out of date, because there is a newer definition of markets,
and the new definitions in the internet, and social networks. Wake up one morning you are still doing the
lousy talk memorizing the same line of words, and still no body is responding to you, you should be
getting tired of it already.


1. What is a cloak?
2. What is your own definition of a cloak?
3. Who do really markets want to talk to?
4. Is it you who markets want to talk to?
5. Are you the real you?



Theses #64: We want access to your corporate information, to your plans and strategies, your best
thinking, your genuine knowledge.

Markets, or should I say Networked Markets as to what they are mostly called wants to know
more about their favourite company. The reason for these is so they can improve the marketing of the
company that they want more. The question is if the company will allow this networked markets in and
access to their sensitive information’s. This classified information and only members of the company are
allowed trusted members, and even some information members of the company are not allowed to have
access. There are always trust issues that we will all be dealing here, and nobody outside the company can
be trusted. Based on experience why should they trust you, because I am capable of doing a lot of things
outside the “firewall” of the company, and these things that I can do is I can sell their product without
their knowledge or without their permission, or I can destroy their reputation by making fake copies of
their products and the name of the company itself. I can even upgrade or play around with their product
and make changes to it that will improve my market more than theirs, and this all of this can be done if I
have access to their corporate information. Regarding about their plans, I can release a product ahead of
theirs before they even announce it, and because I had access to their strategies, I basically stole it form
them, and gain from it without them knowing it, the next day they will just be surprised.


1. What is corporate information?
2. What is genuine knowledge?
3. What the difference between a strategy and a plan?
4. What is long term thinking?
5. What is short term thinking?



Theses #65: We’re also the workers who make your companies go. We want to talk to customers
directly in our own voices, not in platitudes written into a script.

Employees are always doing their jobs by the book, and literally by the book. When I say by the
book it is always on a script every work, form just the simple hello it all in the script. There is nothing
original coming from the employee himself or herself. Employees are like wearing a mask of their own
trying to hide someone or something from their customers. Employees are like the puppet of the
company, they cannot speak as they like, they can however move as they please too but never speak
toward a customer as they want too. Based on my experience, even though I know I am free to say
anything I want toward a customer when he or she ask a question and I have to answer the question, but
somehow at some point may line of words that I use and meaning I emphasis on are almost the same to us
what the company has “wired” me to say. I am afraid to say what I want to when I am tired of saying the
same old words. It is like the company does not trust me to what I have to say. It is not like I will
jeopardise the name of the company or the product that I am trying to sell, but their training me to do
something that they only think, that they will benefit in the end. They forget the real human voice is what
customers want to hear, and some old script being followed.


1. Are ever tired of your work?
2. Have you ever tried always saying the same thing over and over again?
3. Do you sometime follow a script every time you say something?
4. Are you afraid of showing the real you?
5. What is a script?



Theses #66: As markets, as, workers, both of us are sick to death of getting our information by
remote control. Why do we need faceless annual reports and third-hand market research studies to
introduce us to each other?

Markets and their workers want to talk directly to each other and not get some information about
what they want from some advertisement or other remote control devices. They want to experience real
conversations and not just some fake conversations where it is all just in a script where everyone wants to
follow it. Real conversations come from the mouth of a real person where those efforts come from the
mind and the heart of that person. If you think of it, it is like having a copy of pirated software, you are
using someone’s key, and it the fact that it is not really yours. That may not really a good example but I
really hope you get my point about it. I mean who wants a fake you and not the real you to whom they are
talking to. how can people know the real you without even knowing if you really exist, and that is one
thing that you cannot take away from this world. People like to judge and they will keep on judging you
until they are really convinced of you and that you really do exist and you are not just someone posing
and trying to be someone else. The truth may bring out the best in you, and if you try to hide your selef
more form the truth if will only get to you more and more, all those lies will find you somehow in the
end. So show your true identity.


1. What is remote control information?
2. Have you ever heard of it before?
3. Have experience it before?
4. How did it fell getting just remote information and not the faceless information of it?
5. What are faceless annual reports?



Theses #67: As markets, as workers, we wonder why you’re not listening. You seem to be speaking
a different language.

Companies are always the one’s speaking in a different language. Not markets or their workers,
in fact their workers are the one’s who want to speaking in their own language and some language that
their company that they are working for want them to speak to their markets or their customers. Workers
or employees of the company cannot do anything about this because it is a big risk for them and for their
job if they do not follow the rules or regulations of the company. Well, they also consider the fact that
they are just being paid by the company and they are just followers to them. Even though sometime
workers feel or have it in their gut feeling that they are tired of doing or repeating the same old line
almost every day, they really cannot do anything about it. Especially when they know that their gut
feeling is more correct then these scripts of the company. Sometime no wonder why companies do not
really understand what is the need to keep some of their best and smart employees around, because these
smart employees just do not understand their companies, or the other way around their company does just
not just understand them. That is why they often leave and sometime company owners cannot figure out
why. If they only just try to use their ears more than their mouth that is why they have two ears and one
mouth, and rely sometime on their gut feelings then more of their logical skill and analytical skills.


1. What is that different language?
2. What do you use more your ears or your mouth?
3. Are speaking the same language as workers and markets do?
4. Do you often use your gut feeling?
5. Are you a more logical type of person?



Theses #68: The inflated self-important jargon you sailing around—in the press, at your
conference—what’s that got to do with us?

All those talks and all those saying you put up in the conference are they really true? Do you
really mean what you say? Because sometime words are easier to be expressed than actions, and
sometimes all those words you put out are just plain fanciness that you do not even now what you are
saying about, and that it does not make sense to you anymore, and yet you still pose as if you are correct
even though you know the truth that you are already lying to yourself. People will appreciate your talk
more if it is really coming from you and just some old fancy script that you are following. Express how
you really feel, admit you mistakes, do not over prepare because that is sometime the cause of failure that
you are over prepared and once you make a mistake you afraid to admit it, because you cannot face the
fact that you still made a mistake, admit you are just only human, and honesty is not only your best policy
but it should become your best friend. Tell people of what your real intentions are, what your plans are for
them, and why they should believe in what you are saying and trust you for it. People now when the
words coming out of your mouth are just fake, and not the real you. What they really want is the real you,
show the world in a conference that you are not afraid to make mistakes.


1. What honesty?
2. What are jargon sentences?
3. What are fragment sentences?
4. Do you know how to write?
5. Are you an editor?



Theses #69: Maybe you’re impressing your investors. Maybe you’re impressing Wall Street. You’re
not impressing us.

Sometime companies the real meaning of their vision and mission why they set up a company
what is their purpose for setting up the company. They forget what they originally planned for, that the
reason for it is to earn or gain respect in the community that they belong to, and in order to get that they
need to impress their real customer, and some wall street. You only get recognize by fame because of
your fans, the number of people that are your fans and that are loyal to you. I have learned that in the
business industry your real market is to get the needs and wants of your customers. Impressing them is
also the same as getting the satisfaction of your customers; do confuse these two words to have different
meaning. So the only way to get to the top is to start form the bottom, and this no joke, the bottom is like
the pyramid, the bottom space of the pyramid represents the total number of customers or markets you
should aim for and you really have, but not all are your of course but my point is their quantity is greater
than the one’s at the top of the pyramid. These people at the top do not really care about you if you do
cannot get the majority of the bottom of the pyramid. Increase always the number of those people who are
at the bottom and just be patient the people on top will then realize you.


1. Have hear of the book title Bottom of the pyramid?
2. Where is your focus at the top of the pyramid or at the bottom?
3. Are you not focusing on you real markets?
4. Who are you really impressing?
5. Does your markets really matter that match to you? Why?



Theses #70: If you don’t impress us, your investors are going to take a bath. Don’t they understand
this? If they did, they wouldn’t let you talk that way.

Do not believe those other people who are posing that the now everything bout who to impress,
what to impress, and why do you need to impress them. Instead focus on those people who really matter
the most. They would not care if making a mistake because it is you first time, in fact they will also help
you. Just swallow your pride, take it slow and let the wave be in control instead of trying to counter it,
going your own way. Because what is the use of going your own way and fight the flow of the wave if
you know eventually both ways will get you at the same end. It only a matter of following what is easier
and what more convenient not for you but for you market. What is a business without a market? This
alone if you try to meditate on that questions you will know the answer, and you do not have to have logic
to get the answer right all you just need is your gut feeling to rely on, and your purpose focus on what
really is you purpose, and by the time you know it you will know what is your real purpose. Once you
have this, it is only a matter of time before you know where the wave is leading you too and all you have
to do is trust the wave and trust yourself as long as you know you are doing what is right, and not just for
yourself but for your markets, and employees.

Integrative Questions

1. What is a business without a market?
2. Are you on a wave right now?
3. Are you going with the wave?
4. Are you fighting the wave?
5. What is you purpose?



Theses #71: Your tired notions of “the market” make our eyes glaze over. We don’t recognize
ourselves in your projections—perhaps because we know we’re already elsewhere.

Clearly the company that still does not do real conversations on what their markets perceive the
conversation should be, then the company is left behind by its markets. This is not a good condition by
the company. It like instead of you taking race on by yourself with one else to be able to compete to you,
instead you cam unprepared. You were not able to stretch or warm up for the race, most of all you were
not able to practice enough, and went on to the championships already without knowing the challenge
because you are so confident that you could carry it and win it all the way. But you have forgotten that
your enemies are sometime your friends, and theses friends of your could easily become you enemies.
You will be overtaken in the race and you will not win the race anymore, instead it will go to another one
who is more prepared. This basically what happens in the business world, you should always watch out
for your competitor no matter how far ahead you are, you can always slip; always account for variable
changes. Never be to content on your position right know strive for more, nothing beats an over prepared
mind and energy then a lazy one who does prepare, and a mind is too complacent on what he or she is
already having. You eyes can always deceive what you have over look, these where preparedness comes
in, always expecting the unexpected, prepared and ready for anything.


1. What is you notion of business?
2. What is you notion of your markets?
3. Are you being projected by your market in their eyes?
4. Are gazing at the right direction when doing business?
5. Are well prepared?



Theses #72: We like theses new marketplace better. In fact, we are creating it.

Your markets are now creating their own business, and these businesses are even better. They are
creating it in a networked form of business where everyone in the world can see them easily and on time.
Since your company is too stubborn to listen to them, or should I say to listen to your market, you
markets will just leave you behind and create their own marketplace. If you think about it, you can do
things on your own, you should have at least a helping hand to help you carry. What I am trying to say is
that your market is greater in terms of quantity than you company alone, and your numbers of employees
who do not abide by your rules are more greater than you expected. If you only allow you employee to do
business then they now it and trust them on it, you will have nothing too loose. You will loose more if
you loos more employees and more markets. Anyway we all know that everything we do in business are
all risk it is just about managing the risk and taking control on everything. But how can you take control
of anything if you do not know how to start from the bottom. If you always on top then, you are always
the boss and always being followed, but you cannot take back what has been lose to you, you can only
gain it back if you do better. So listen to your markets.


1. What is that marketplace that is better?
2. Why is it better?
3. How are they creating it?
4. Why are they creating it?
5. Are aware of the new marketplace?



Theses #73: You’re invited, but it’s our world. Take your shoes off at the door. If you want to
barter us, get down off the camel!

It is like saying you can come and leave anytime, but you should watch your manners. Like a
baby boy or girl, when we were young we were taught by our parents the right manners. We should
always keep it in mind to be obedient to what our parents say or we will be punished, and we have to
follow a set of rules that our parents set up for us. This all the same if we do not respect the one who is
inviting us, and if we do not obey the rules, we can be kicked out of the door or we can be punished for it.
But the only difference is these people are not your parents, they don’t show the same affections as your
parents do or the same level of love your do when you were young. So always keep that is mind know
when to shut your mouth up, know when to follow the rules and know when to play it right. Because
these people are capable of plenty of thing s that you might not be even aware off, and if you disobeyed or
did not follow a set of simple rules it is game over for you. They will not be stopped by some love or
affection towards you because they do not have it, it is only is your parents that you have those affections.
Do down to their level and try to go with the crowd, you might get lose in the crowd but you can find
your way back.


1. What do you do when you go another house, before you enter their house?
2. Do you show courtesy?
3. Are you a person worth of being respected at?
4. Do you have good manners?
5. DO you know how to follow the crowd?



Theses #74: We are immune to advertising. Just forget it.

Medias and all those advertising do not work anymore. They are slowly becoming obsolete just
like cassette tapes and those beta disc the one that were really huge. People do not anymore rely on the
advertisements to know how those product works, when they are release, or almost every detail about that
product. The only worth of an advertisement maybe is the admiration of the people who is doing the
advertisement of that product. If you idolize a particular celebrity, and you him or her on the television or
on a huge poster on the street, you will be awed by the person, but you not be impressed by the product
because you already know it, and it just in the TV or in the poster, what else can you know about the
product, there are lies attached to those advertisement, and theses lies do not work anymore. The truth
will come in the newer kind of advertisement in fact, it is not an advertisement it is an authentic and real
time, but virtually kind of showing the product to someone. Do they have forums in the TV or poster? Do
they have plenty of different pictures on the TV or posters? Are people able to stare at the product much
longer and receive about the downfalls of that product? The answer to all these questions is NO. people
do not see the downfall or the negative parts of that product in the TV or in the poster, but in the internet
they all truth and lies.


1. If you want to know about something where do you go to?
2. Do you steel watch TV?
3. If you are selling something where do you sell it?
4. What do you look at when you watch a TV?
5. Where do you go to learn more about a product?



Theses #75: If you want us to talk to you, tell us something. Make something interesting for a
change.

Tell something more genuine, not like all those same old scripted talks that you all the same about
or when you are advertising something. You know what I am talking about. Give you markets more
something interesting. Curiosity builds in the minds of people, and the more curious people are the more
they will listen and the more the y will like it. People are like animals, because animals are curious
creatures and because of curiosity they learn something new. People like these learning something new,
seeing something for a change. Like me I easily get tired of something, and if I see it again I just ignore it.
It is all the same as when you tell some a story about something and they already heard it they will just
ignore you or will tell that they already heard of it. But if you the ignorant type who does not know how
to stop what you are saying, they will just go away, the people you are talking too. But also make sure
that something interesting that you talking about are like a magnet that lures more and more people
making them interested to hear what you are going to say. I like comedians as an example because they
are paid to make people laugh, and those good comedians are those that have every show a new line or
new joke that makes people laugh it is like they are gifted with it, and they know the what is already said
is done people do not want to hear it again because it will bore them.


1. Are you a comedian?
2. Do you know Rex Navarete?
3. Do you sometime say something repeatedly but you forgot you said it already?
4. Are you a curious creature?
5. Are you easily bored at something?

The Cluetrain Manifesto 61 75 Chapters

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