95 theses VERTSOL

VERTSOL: 95 ThesesVERTSOL: 95 ThesesCluetrain ManifestoCluetrain Manifesto

Submitted by: Adrian DM. Malaborbor BS-IS / OOB

Submitted to: Sir Paul Pajo

1.) Markets are Conversations.1.) Markets are Conversations.

Customer DemandCustomer Demand Price ConsciousPrice Conscious Loyalty of the customersLoyalty of the customers CompetitionCompetition Priorities of the firmPriorities of the firm Understanding and Good relationship with your Understanding and Good relationship with your

customer.customer.

2.) Markets consist of human beings, 2.) Markets consist of human beings, not demographic sectors .not demographic sectors .

Customer satisfactionCustomer satisfaction Product choicesProduct choices Needs and WantsNeeds and Wants Quality / PerformanceQuality / Performance All of the above factor(age distinction)All of the above factor(age distinction)

3.) Conversations among human 3.) Conversations among human beings beings soundsound human. They are human. They are conducted in a human voice. conducted in a human voice.

Human curiosity Human curiosity Pretender, Truth or LiesPretender, Truth or Lies Human AwarenessHuman Awareness Way of communicating / conversationWay of communicating / conversation Business mattersBusiness matters How to speak very effectiveHow to speak very effective

4.) Whether delivering information, 4.) Whether delivering information, opinions, perspectives, dissenting opinions, perspectives, dissenting

arguments or humorous asides, the arguments or humorous asides, the human voice is typically open, human voice is typically open,

natural, uncontrived .natural, uncontrived .

How important it is to speak / voice outHow important it is to speak / voice out Human relationshipHuman relationship How powerful a voiceHow powerful a voice Words and meaningWords and meaning

5.) People recognize each other as 5.) People recognize each other as such from the sound of this voice .such from the sound of this voice .

Good conversationGood conversation Human approach to businessHuman approach to business Getting their momentum of interestGetting their momentum of interest Convincing powerConvincing power

6.) The Internet is enabling 6.) The Internet is enabling conversations among human beings conversations among human beings that were simply not possible in the that were simply not possible in the

era of mass media. era of mass media.

Outstanding innovation in terms of Outstanding innovation in terms of communicatingcommunicating

Internet source powerInternet source power Other activitiesOther activities Common types of Online CommunicatingCommon types of Online Communicating

ChatChat E-mailE-mail

7.) Hyperlinks subvert hierarchy. 7.) Hyperlinks subvert hierarchy.

How hyperlinks does thingsHow hyperlinks does things How it threatens the firmHow it threatens the firm Its junk side!Its junk side! Its effective help from usersIts effective help from users How it breaks rulesHow it breaks rules

8.) In both 8.) In both interinternetworked markets networked markets and among and among intraintranetworked networked

employees, people are speaking to employees, people are speaking to each other in a powerful new way.each other in a powerful new way.

Difference of the twoDifference of the two Their speaking mediumTheir speaking medium How they communicateHow they communicate

9.) These networked conversations 9.) These networked conversations are enabling powerful new forms of are enabling powerful new forms of social organization and knowledge social organization and knowledge

exchange to emerge.exchange to emerge.

How networked conversation evolveHow networked conversation evolve How they connect to each otherHow they connect to each other Who uses?Who uses? Its importance to the firmIts importance to the firm

10.) As a result, markets are getting 10.) As a result, markets are getting smarter, more informed, more smarter, more informed, more organized. Participation in a organized. Participation in a

networked market changes people networked market changes people fundamentally.fundamentally.

Markets gets to be more smarter, informed and Markets gets to be more smarter, informed and organizedorganized

How it impacts or changes our livesHow it impacts or changes our lives How we use itHow we use it Benefits we can getBenefits we can get

11.) People in networked markets have 11.) People in networked markets have figured out that they get far better figured out that they get far better information and support from one information and support from one

another than from vendors. So much for another than from vendors. So much for corporate rhetoric about adding value to corporate rhetoric about adding value to

commoditize products.commoditize products.

Networked markets advantageNetworked markets advantage How it works to our environmentHow it works to our environment

12.) There are no secrets. The 12.) There are no secrets. The networked market knows more than networked market knows more than

companies do about their own companies do about their own products. And whether the news is products. And whether the news is

good or bad, they tell everyone.good or bad, they tell everyone. The internet influenceThe internet influence How it affect to usHow it affect to us Its purposeIts purpose

13.) What's happening to markets is 13.) What's happening to markets is also happening among employees. A also happening among employees. A metaphysical construct called "The metaphysical construct called "The

Company" is the only thing standing Company" is the only thing standing between the two.between the two.

The companionship of markets among The companionship of markets among employeesemployees

Their difference and similarityTheir difference and similarity

14.) Corporations do not speak in the 14.) Corporations do not speak in the same voice as these new networked same voice as these new networked

conversations. To their intended conversations. To their intended online audiences, companies sound online audiences, companies sound hollow, flat, and literally inhuman.hollow, flat, and literally inhuman. How corporations communicateHow corporations communicate Difference of corporation to networked Difference of corporation to networked

conversationsconversations

15.) In just a few more years, the 15.) In just a few more years, the current homogenized "voice" of current homogenized "voice" of business—the sound of mission business—the sound of mission

statements and brochures—will seem statements and brochures—will seem as contrived and artificial as the as contrived and artificial as the

language of the 18th century French language of the 18th century French court.court.

Know the use your voice.Know the use your voice. Don’t just be a prisoner of the networked, they Don’t just be a prisoner of the networked, they

are the one that should be imprison by us.are the one that should be imprison by us. Give way to the new environment, but don’t just Give way to the new environment, but don’t just

trash what is old.trash what is old. Make it happen, don’t think it’s artificial.Make it happen, don’t think it’s artificial.

16.) Already, companies that speak in 16.) Already, companies that speak in the language of the pitch, the dog-the language of the pitch, the dog-

and-pony show, are no longer and-pony show, are no longer speaking to anyone.speaking to anyone.

Know your limitations.Know your limitations. Always keep your put on the ground.Always keep your put on the ground. Never ignore somebody because you’re already Never ignore somebody because you’re already

marked in the industry.marked in the industry.

17.) Companies that assume online 17.) Companies that assume online markets are the same markets that markets are the same markets that

used to watch their ads on television used to watch their ads on television are kidding themselves.are kidding themselves.

Networked markets and the natural markets are Networked markets and the natural markets are not similar.not similar.

The conversation are differenceThe conversation are difference

18.) Companies that don't realize 18.) Companies that don't realize their markets are now networked their markets are now networked

person-to-person, getting smarter as person-to-person, getting smarter as a result and deeply joined in a result and deeply joined in

conversation are missing their best conversation are missing their best opportunity.opportunity.

Most people are inclined with the new Most people are inclined with the new technology on hand.technology on hand.

Conversations now are networked-by-networkedConversations now are networked-by-networked Opportunity for the company to hooked-up with Opportunity for the company to hooked-up with

others.others.

19.) Companies can now 19.) Companies can now communicate with their markets communicate with their markets

directly. If they blow it, it could be directly. If they blow it, it could be their last chance.their last chance.

The conversation are easier than ever.The conversation are easier than ever. Direct communication to the firm.Direct communication to the firm. Don’t miss the right time to upgrade.Don’t miss the right time to upgrade.

20.) Companies need to realize their 20.) Companies need to realize their markets are often laughing. At them.markets are often laughing. At them.

It is time to renovate.It is time to renovate. Start the new settings.Start the new settings. Change the old / manual way of doing works.Change the old / manual way of doing works.

21.) Companies need to lighten up 21.) Companies need to lighten up and take themselves less seriously. and take themselves less seriously. They need to get a sense of humor.They need to get a sense of humor.

Put a path / track on your work.Put a path / track on your work. Have the goal on your visual.Have the goal on your visual. Don’t rush things, focus and understand.Don’t rush things, focus and understand.

22.) Getting a sense of humour does 22.) Getting a sense of humour does not mean putting some jokes on the not mean putting some jokes on the

corporate web site. Rather, it corporate web site. Rather, it requires big values, a little humility, requires big values, a little humility, straight talk, and a genuine point of straight talk, and a genuine point of

view.view.

Always give sense on everything you say.Always give sense on everything you say. Be concise and direct to the point.Be concise and direct to the point. There is no room for stupidity in the corporate There is no room for stupidity in the corporate

market.market.

23.) Companies attempting to 23.) Companies attempting to "position" themselves need to "position" themselves need to taketake a a position. Optimally, it should relate position. Optimally, it should relate to something their market actually to something their market actually

cares about.cares about.

Before a company get to position themselves, Before a company get to position themselves, they should know first what their market really they should know first what their market really cares about.cares about.

They should relate to something.They should relate to something.

24.) Bombastic boast—"We are 24.) Bombastic boast—"We are positioned to become the preeminent positioned to become the preeminent provider of XYZ"—do not constitute a provider of XYZ"—do not constitute a

position.position.

Do not constitute a position, just do your best.Do not constitute a position, just do your best. It’s not bad to visualized being preeminent at It’s not bad to visualized being preeminent at

times, but you should first do something to times, but you should first do something to create something.create something.

25.) Companies need to come down 25.) Companies need to come down from their Ivory Towers and talk to from their Ivory Towers and talk to the people with whom they hope to the people with whom they hope to

create relationships. create relationships.

Companies treat the people whom they have Companies treat the people whom they have relationship with as King or Queen.relationship with as King or Queen.

You should value the people and your market.You should value the people and your market.

26.) Public Relations does not relate 26.) Public Relations does not relate to the public. Companies are deeply to the public. Companies are deeply

afraid of their markets.afraid of their markets.

Companies are afraid of their market.Companies are afraid of their market. The markets are the BOSS!The markets are the BOSS!

27.) By speaking in language that is 27.) By speaking in language that is distant, uninviting, arrogant, they distant, uninviting, arrogant, they build walls to keep markets at bay.build walls to keep markets at bay.

Being arrogant wont give you anything, instead, Being arrogant wont give you anything, instead, it will take you everything!it will take you everything!

You should show / give care to your marketYou should show / give care to your market

28.) Most marketing programs are 28.) Most marketing programs are based on the fear that the market based on the fear that the market might see what's really going on might see what's really going on

inside the company.inside the company.

Markets get to know what’s behind of Markets get to know what’s behind of everything in the company.everything in the company.

It gives hint to the market how everything works It gives hint to the market how everything works in the company.in the company.

To be continue. . .To be continue. . .