A&L Enterprises Tech Line

I had seen or heard the “Cluetrain Manifesto” talked about in some other book or podcast so when I saw it at the library (yes I still go to the library and get those physical page thingys – as the price is right) I picked it up.  This book is actually about a website created a number of years ago – and still online – by a few authors who wrote provoking thoughts about the effect of the web on business – on how things were changed forever.

In my usual style I’m not going to reiterate the book – but draw a few observations from it.  I think this is especially one of those books you need to read for yourself – to soak in the thoughts and perspectives of the authors.  This is not a history book or a how-to book – but an observational book.

One of the major themes of this book, and others, is that the web pushed back the “mass” tendencies of our society – creating more democracy and connecting people in new ways.  That the web gives us the ability to have a voice, to connect directly, to find more information and do so in new ways.   The web is without order – without much control – so it’s more a of free playing field.

I have this blog – but I’ve been putting my thoughts on the web since the mid-90s (that seems like such a long time ago) with a website.  I only needed a website – didn’t have to participate in some group, get some editor’s permission, pay large sums of money (a lot of my initial sites were free in fact).  Am I pretending that they had a large audience – no – but I do remember that one of my original thoughts I published was picked up by someone else for their newsletter (my small claim to fame).

I’m not the only one who can do this – millions of people put their voices out there for us to hear.  And guess what – we like it.  If you’re like me you like to hear what your friends think – not just read authoritative articles.  We smile when we read something that connects us to a person – more than just what they are saying – we do want to hear their voice.  For me my writing is often a brain dump – it’s the closest thing to the thoughts in my head – to the narrative of my mind.  I don’t think I’m the only one that thinks that way – that wants to communicate that way.

What does this mean for business?  That some businesses are in trouble – and others are on a growth path.  One of the dumbest things you can do in business is to try to fight an industry trend – you’re always going to lose.  No business environment is static – the world keeps changing – and so must your business.  Now that’s easier said than done – as who can walk away from a cash flow – from what works today to move to what works tomorrow.

The authors have a good recommendation – treat people like people and let them be people.  Don’t try to fit things into a box that’s convenient for your business – as it doesn’t work like it used to.  Your customers aren’t willing to fit into that box anymore – as they know better.  They want things they way the want – sorry many other competitors are spoiling them by listening to them and meeting their needs (oops – that was a little harsh).

I intentionally wrote this in a rambling style – to give it a very human voice – something the authors of the Cluetrain Manifesto valued…