Cluetraun Manifesto Cluetraun Manifesto Chapters 5-14Chapters 5-14

People recognize each other as People recognize each other as such from the sound of this such from the sound of this

voice. voice. Each person’s voice is uniqueEach person’s voice is unique

You can tell who the person is just by You can tell who the person is just by his or her voice.his or her voice.

The Internet is enabling conversations The Internet is enabling conversations among human beings that were simply among human beings that were simply not possible in the era of mass media. not possible in the era of mass media.

Mass Media – companies control Mass Media – companies control conversationsconversations

Internet- Human being control the Internet- Human being control the conversationconversation

Hyperlinks subvert Hyperlinks subvert hierarchy. hierarchy.

Hierarchy promotes control and Hierarchy promotes control and power over its subordinatespower over its subordinates

Hyperlinks promotes fairness and Hyperlinks promotes fairness and equalityequality

In both internetworked markets and among In both internetworked markets and among intranetworked employees, people are intranetworked employees, people are

speaking to each other in a powerful new speaking to each other in a powerful new

wayway. . People, whether in markets or as an People, whether in markets or as an

employee, talks and converse with employee, talks and converse with each other.each other.

Conversations by people in the net Conversations by people in the net

These networked conversations are These networked conversations are enabling powerful new forms of social enabling powerful new forms of social organization and knowledge exchange organization and knowledge exchange

to emerge.to emerge. People share ideas, information, People share ideas, information,

experiences, opinions and whatever experiences, opinions and whatever they want to share with other people. they want to share with other people.

The way people do conversation The way people do conversation evolve and change every time.evolve and change every time.

As a result, markets are getting smarter, As a result, markets are getting smarter, more informed, more organized. more informed, more organized.

Participation in a networked market changes Participation in a networked market changes people fundamentally.people fundamentally.

People are getting smarter since People are getting smarter since because of social networks they are because of social networks they are able to learn what is in trend. able to learn what is in trend.

People have changed their usual way People have changed their usual way to socialize and communicate and to socialize and communicate and that they have easily adapted this that they have easily adapted this technology. technology.

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

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

commoditized products. commoditized products. People can get the truth in the People can get the truth in the

internet, in social networks. internet, in social networks.

What they want is honest opinions What they want is honest opinions from the companies.from the companies.

There are no secrets. The networked market knows There are no secrets. The networked market knows more than companies do about their own products. more than companies do about their own products.

And whether the news is good or bad, they tell And whether the news is good or bad, they tell everyone. everyone.

In the internet or specifically in social In the internet or specifically in social networks, people are able to say networks, people are able to say whatever they want to say. whatever they want to say.

Company hide the truth from the Company hide the truth from the public. public.

What's happening to markets is also happening What's happening to markets is also happening among employees. A metaphysical construct called among employees. A metaphysical construct called "The Company“ is the only thing standing between "The Company“ is the only thing standing between

the two. the two.

Companies want to be the one who is Companies want to be the one who is controlling the market.controlling the market.

Employees are under the system or Employees are under the system or the hierarchy of the company. the hierarchy of the company.

Markets consist of people conversing Markets consist of people conversing with each other. with each other.

Corporations do not speak in the same voice as Corporations do not speak in the same voice as these new networked conversations. To their these new networked conversations. To their intended online audiences, companies sound intended online audiences, companies sound

hollow, flat, literally inhuman. hollow, flat, literally inhuman.

People have their own voices. People have their own voices. Companies, when conveying a Companies, when conveying a

message, sound hollow or flat. message, sound hollow or flat. People believe in what we say more People believe in what we say more

rather than what the company says rather than what the company says even if they are the ones who made even if they are the ones who made a product or service. a product or service.