I don’t mention Doc much, if ever, and I’ll admit to have never read The Cluetrain Manifesto (book), but it’s clear to me we’ve—TGP and a growing cohort of others across the web—caught the Cluetrain.
Some of us are picking up steam. Some of us are getting tired of business as usual and the race to churn out ever more “content”. Some of us are perfectly fine with the bloated incumbents starving—so long as we’re prepared to help the regular joes on the front lines thrive in the new, meaning economy.
Here’s a couple blog posts that might give you an idea where we’re headed from a socio-economic and/or entrepreneurial perspective.
An excerpt from Doc’s post, Cluetrain at 20:
[The Internet is] absolutely different because it’s infinitely more than a way to convey crap from producers to consumers. It’s the connected consciousness of the market itself. It makes markets smart by giving customers unprecedented powers, the most fundamental of which is each other — not just an immense choice among suppliers. Ir (sic) makes customers extraordinarily powerful, too. If they get pissed off, they can make life hell for the vendor by creating sites like Gapsucks.org, Untied.com, and Burnallgifs.org. One customer with a grudge can bring a hallowed brand to great embarrassment.” —Doc Searls
An excerpt from Baekdal’s post, The Filter Bubble is Actually a Decision Bubble:
“[It] is our job to promote real facts. And the problem we are faced with today is that people choose to believe in the lie because they think it’s more convenient to them. So the only way to promote the facts is to make believing in them more convenient instead.” —Thomas Baekdal
These are the big, hairy, audacious ideals of the Internet. Powerful forces are at work in desperate attempts to cling to power. To them, we are nothing but numbers. Together, we are unstoppable.
You might have seen me say marketing is the greatest superpower in the world—and if we could start applying (cherry picking?) the marketeer’s toolbox to more meaningful, human-centric objectives—we could change the world.
I’m done arguing with people about what is right or wrong. My job—indeed, all our jobs—these days, is proving our way of doing things is better. It’s easier, more fun, more meaningful, more organized, more purposeful, more profitable.
Talk is cheap. That’s why we live in a world overrun with advertising, commercial interruption, and people bitching about problems they can’t be bothered to solve.
We’re ready to ride the next wave.
You’re welcome to join us.