Today I found myself on the website of The Cluetrain Manifesto (Buy at Amazon) which also has a list of 95 theses, in many ways guideposts for social media. This book is a now almost 10 years old, but its points are still relevant. In fact, I would argue the 95 theses are exponentially more relevant today than when the book was first published. I’d advise keeping a copy of the 95 theses at your desk and to refer to them regularly…daily if possible. Here are a few points that I particularly liked:
- Hyperlinks subvert hierarchy
- 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.
- Companies can now communicate with their markets directly. If they blow it, it could be their last chance.
- Companies must ask themselves where their corporate cultures end.
- If their cultures end before the community begins, they will have no market.
I could go on. The pace of change in how business and society operates is moving at warp speed. To paraphrase Ferris Beuller (aka Abe Froman, the Sausage King of Chicago): Business moves pretty fast. If you don’t stop and look around once in a while, you could miss it.