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Intranets & The Intranets & The Cluetrain Cluetrain ManifestoManifesto

Darlene Fichter & Peter Darlene Fichter & Peter MorvilleMorvillefor Intranets 2001for Intranets 2001

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Darlene Fichter• President, Northern Lights Internet

Solutions• Intranet Librarian Columnist, Online

magazine

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Peter Morville• Executive Director, ACIA• CEO, Argus Associates• Co-Author, Information

Architecture for the World Wide Web (O’Reilly)

• LIS Background• Fortune 500 Consulting

morville@argus-acia.com

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A Few ExcerptsPeople of Earth…

We Die…

But What’s This Got To Do With the Internet?

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Clue MapOrganization

hyperlinks subvert hierarchyloss of control / power

Business as Conversationvoice / conversationinternet / intranet employees / customers

Intranet Designtop-down / bottom-upmetaphorical firewall

Other Topicswhat’s the web for?experts as guidesdocuments ruleknowledge management

Wrap Upideasquestionscontact me

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“Hyperlinks subvert hierarchy.” (clue 7)

“Today the org chart is hyperlinked, not hierarchical. Respect for hands-on knowledge wins over respect for abstract authority.” (clue 50)

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“Hypertext is inherently nonhierarchical and antibureaucratic. It does not reinforce loyalty and obedience; it encourages idle speculation and loose talk. It encourages stories.” (p.xxxii)

“The real business is the set of connections among people.” (p.120)

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“Intranets are enabling your best people to hyperlink themselves together, outside the org chart. They’re incredibly productive and innovative. They’re telling one another the truth, in very human voices.” (pg. xxix)

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“While this (loss of control) scares companies witless, they also depend heavily on open intranets to generate and share critical knowledge. They need to resist the urge to “improve” or control these networked conversations.” (clue 47)

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“…the Internet has made your entry-level employees as powerful as your senior vice president of marketing.” (p.xix)

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“There are two conversations going on. One inside the company. One with the market.” (clue 53)

“These two conversations want to talk to each other. They are speaking the same language. They recognize each other’s voices.” (clue 56).

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“…corporations work best when people on the inside have the fullest contact possible with the people on the outside.”

“Companies that let their customers and suppliers into the process early on deliver better products.” (p.156)

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“Companies typically install intranets top-down to distribute HR policies and other corporate information that workers are doing their best to ignore.” (clue 44)

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“Intranets naturally tend to route around boredom. The best are built bottom-up by engaged individuals cooperating to construct something far more valuable: an intranetworked corporate conversation.” (clue 45)

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“Sometime soon, companies will have to open up significant portions of their intranets – while still protecting their few genuine secrets – in order to create relationships with their markets rather than barriers against them.” (pg. 24)

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“The Internet/intranet dichotomy reinforces the ‘not invented here’ syndrome that has damaged so many companies. Corporations have long understood that they have to tear down the internal walls that prevent necessary cross-functional communication. Now they have to tear down their external walls as well.” (p.24)

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“We don’t know what the Web is for but we’ve adopted it faster than any technology since fire.” (p. 43)

“The Internet more resembles an ancient bazaar than it fits the business models companies try to impose upon it.” (p.xxxi)

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“Increasingly, a useful expert is not someone with (containing) all the answers but someone who knows where to find the answers.” (p.128)

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“The Web is a document world…documents are our most richly evolved type of data.” (p.145)

“The world of information on the Web is, therefore, a whole lot richer than the domain of database information in both content and structure.” (p.146)

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“Knowledge management has become a hot topic precisely because we silently recognize that our information isn’t yielding understanding. But information is unsatisfying precisely because it’s managed; to make it manageable, we strip out context and voice.” (p.149)

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“Conversations among human beings sound human. They are conducted in a human voice.” (clue 3)

“We are immune to advertising. Just forget it.” (Clue 74)

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“If you want us to talk to you, tell us something. Make it something interesting for a change.” (clue 75)

“We’ve got some ideas for you too: some new tools we need, some better service. Stuff we’d be willing to pay for. Got a minute? (clue 76)

“You’re too busy ‘doing business’ to answer our email?” (clue 77)

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Ideas

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Questions

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Contact UsPeter Morvillemorville@argus-acia.com

Darlene Fichterfichter@lights.com