“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.
These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can’t be faked. Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal.
Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do.“
Ve lo ricordate ? Sono le prime frasi del Cluetrain Manifesto (1999).
Da incidere nel granito.
Uno stimolo inesauribile per tutti i comunicatori, B2B, B2C e A2A (Anyone to Anyone)
Credo che poche cose scritte in quel periodo abbiano conservato validità e freschezza come questo documento.
Rileggere quelle 95 tesi può fare solo del bene.
Ne prendo una a caso: 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.
Non so perchè, ma qua e là, non sentite un fortissimo profumo di blog ….?
Per rinfrescarsi memoria e idee: cliccare qui prego