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the cluetrain manifesto - chapter four
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"chapter four
the following is the complete fourth chapter of
The Cluetrain Manifesto:
The End of Business as Usual
Copyright © 1999, 2001 Levine, Locke, Searls & Weinberger.
All rights reserved.
cluetrain.com
back to table of contents NEXT: Chapter 5: Hyperlinked organizations
Markets Are Conversations
Doc Searls and David Weinberger
When you think of the Internet, don’t think of Mack
trucks full of widgets destined for distributorships,
whizzing by countless billboards.
Think of a table for two.
- @man
It
was April in Paris, several weeks before a big press conference where
my client, a large but rapidly shrinking French computer company, would
roll out a wonderful new computer, the first of its kind. The whole
project had been veiled in secrecy for years. Security was intense.
Code names were used. Deep alliances with Big Players were mentioned
only in hushed tones. The company had hired me to develop a strategy
for the rollout. In particular, they wanted a "message," one that would
serve as a tagline for the event and for all the advertising to follow.
A meeting of the company’s marketing communications people was convened
for my analysis of the market and a briefing on a strategy that would
make the press conference great.
The assignment was
painfully hopeless. Oh, the new computer was nice and the usual
customers would buy it, but the larger market -- the one this company
needed to penetrate -- could care less. The company had been too silent
too long. With nothing to lose, I told them the truth.
"We
have three problems," I began. "First, there is no market for your
message, least of all among journalists, who want facts and stories.
Second, there is no market for your secrecy. You have long ignored the
marke"
....
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