Posts from 28th April 2009

28
Apr 09

Court And Spark

Blog 7 + FT15 comments • 1,101 views

Cluetrainers In The Age Of Conversation

cluetrain0 This post is my contribution to the “Cluetrain Plus Ten” project, in which 95 bloggers provide commentary on each of the 95 Theses of the Cluetrain Manifesto. I chose Thesis 15, which runs as follows:

“In just a few more years, the current homogenized “voice” of business—the sound of mission statements and brochures—will seem as contrived and artificial as the language of the 18th century French court.”

As it happens, I was working on a brochure when I first read The Cluetrain Manifesto. I’d already realised that being “the internet guy” in a curious but not tech-savvy department gave me certain leeway to break from my duties. The Manifesto required a longer break than I generally risked, but it was worth it.

The brochure languished. I started proselytising. Then I got a different job, started my own blog and online community, and spent a few years grappling with the grubby reality of conversation online. I forgot the Cluetrain Manifesto, but when I heard about this project I jumped at the chance to revisit it. So – Thesis 15: let’s go!

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