Chris Brogan: cluetrainplus10 - Links Subvert Hierarchies
MortenBlaabjerg
· 8 months ago
Insightful stuff. This short article radiates the fact that you've been living and breathing this for years. It seems obvious when you write it like that. Yet I''ve spent two years myself in my startup to realize that all that I've done to become a "normal" business was wrongheaded - and that I should have pursued the online paths a lot more rigouriously - right from the start.
Pete Burden
· 8 months ago
Yes, interesting Chris.
As you suggest the links model is a good one to apply beyond the web - in real life.
I wonder also why some organisations haven't taken it up - even though it's such a naturally human way to behave?
Alexander
· 8 months ago
Thx 4 the info. Good stuff.
Christine Fife
· 8 months ago
Thanks for the reminder on this cluetrain Thesis. I am usually so focused on #1, Markets are Conversations. Funny enough, #7 illustrates how #1 is true. Conversations can't happen without connections (otherwise you're talking to yourself.) The web made connections so much easier.
In conversation marketing, we advise clients to really join their market's conversation whether that is with consumers, competitors, influencers, industry organizations, etc. Being "linked" across your industry, as well as cross linking your company to adjacent industries creates more visibility for you.
rebeccahappy
· 8 months ago
I just came across the clutrain manifesto yesterday when I signed up for a changecamp and got excited about what they were doing. I followed all the hyperlinks to get the best overview I could. I did not find out what was happening today with it so am glad to find this today via a tweet by @Simonford
Of course this is what we do naturally. This entire movement into new media is changing things but the shift wont really be seen until the generation born into it are building business relationships. It is happening there already of course but I am not surprised that you find a lot still functioning from the 1950s modalities. A lot of the education and literature that is available is anchored in it. The education systems have yet to get introduced to the cluetrain let alone (10).
John Wilker
· 8 months ago
Cluetrain has been a huge part of my business, to the point where we give every conference attendee a copy. The first time out everyone got one as a gift, now it's optional when people register.
My business partner and I run a small conference business, that has events world wide. We use the web to source the things we can't do, making connections with people that we can help and that can help us.
We take Cluetrain and transparency very seiously doing a money breakdown at the end of the event, so people see what goes into the event, and can talk to us about it.
frank barry
· 8 months ago
"Successful freelancers think this way. They consider the world as a web of resources that they can tie together in different ways to make projects happen."
Humans are not all wired this way. Not everyone thinks of how they can solve problems, complete projects or finish tasks through weaving together the resources around them. I see it every day in my current position. Part of what i've come to realize is that a piece of my job is actually to help facilitate this type of interaction/thinking between people on my team.
I think the sports world is further ahead with respect to this type of thinking. they know it takes a team to win (football, basketball, baseball, soccer, etc...) ... they work at it, train, practice and are fully aware that it takes everyone on the team contributing 110% to be excellent!
I found your post especially interesting, as I just heard Leigh Duncan-Durst (@livepath on Twitter) talk about the need to eliminate silos to achieve truly customer-centric organizations, or what you suggest here, as the hyperlinked organization.
In her talk, Leigh mentioned how important it is to work with the HR department to restructure organizations in a more holistic way (where each discipline becomes an agent of customer experience) and to reward customer-centric (hyperlinked) behavior within the organization.
I truly believe that without incentives and built-in accountability for collaborative behavior (including performance reviews), business will go on as usual.
Many organizations reward competitive, not collaborative behavior, between the disciplines, with a race to the finish line mentality that rarely takes into account the customer's full experience with the product or service, but rather perpetuates the more vested requirements and tunnel-vision of each silo.
Without a senior executive responsible for the full range of Customer Experience Management, I believe the likelihood of true collaboration between the disciplines remains low.
dougmcisaac
· 8 months ago
You are right that "We're already doing this" BUT very few organizations have figured it out. Especially larger corporations. The thought of letting loose of hierarchies and fiefdoms is scary to many managers. They still do not understand the power of the network and I believe many will go down fighting before they hand over their control-based management.
It is going to be interesting to see which companies adapt first and how that effects market share going forward,
All Comments
As you suggest the links model is a good one to apply beyond the web - in real life.
I wonder also why some organisations haven't taken it up - even though it's such a naturally human way to behave?
In conversation marketing, we advise clients to really join their market's conversation whether that is with consumers, competitors, influencers, industry organizations, etc. Being "linked" across your industry, as well as cross linking your company to adjacent industries creates more visibility for you.
Of course this is what we do naturally. This entire movement into new media is changing things but the shift wont really be seen until the generation born into it are building business relationships. It is happening there already of course but I am not surprised that you find a lot still functioning from the 1950s modalities. A lot of the education and literature that is available is anchored in it. The education systems have yet to get introduced to the cluetrain let alone (10).
My business partner and I run a small conference business, that has events world wide. We use the web to source the things we can't do, making connections with people that we can help and that can help us.
We take Cluetrain and transparency very seiously doing a money breakdown at the end of the event, so people see what goes into the event, and can talk to us about it.
Humans are not all wired this way. Not everyone thinks of how they can solve problems, complete projects or finish tasks through weaving together the resources around them. I see it every day in my current position. Part of what i've come to realize is that a piece of my job is actually to help facilitate this type of interaction/thinking between people on my team.
I think the sports world is further ahead with respect to this type of thinking. they know it takes a team to win (football, basketball, baseball, soccer, etc...) ... they work at it, train, practice and are fully aware that it takes everyone on the team contributing 110% to be excellent!
http://twitter.com/franswaa
In her talk, Leigh mentioned how important it is to work with the HR department to restructure organizations in a more holistic way (where each discipline becomes an agent of customer experience) and to reward customer-centric (hyperlinked) behavior within the organization.
I truly believe that without incentives and built-in accountability for collaborative behavior (including performance reviews), business will go on as usual.
Many organizations reward competitive, not collaborative behavior, between the disciplines, with a race to the finish line mentality that rarely takes into account the customer's full experience with the product or service, but rather perpetuates the more vested requirements and tunnel-vision of each silo.
Without a senior executive responsible for the full range of Customer Experience Management, I believe the likelihood of true collaboration between the disciplines remains low.
It is going to be interesting to see which companies adapt first and how that effects market share going forward,
Doug