Posted by: emilyhowardprincipato | September 23, 2009

95 Theses?

While reviewing the 95 theses from the Cluetrain Manifesto, I realized that many of the theses can be condensed into a couple of categories.  I compacted the 95 theses into 3 main theses that can be explained further into “sub-theses”.

Markets are conversations between HUMANS.

The Cluetrain stresses the importance of social networking and making everything conversational, instead of one company pushing out information through one medium to the masses. Marketing should consist of conversations and a two-way conversation between people, not companies. The sub-theses that support this would be:

Public Relations need to relate to the public
– The Internet is enabling conversations
– Networking=information

Belonging to the right community is key.

There are both internal and external communities that one can belong to and it is important that people join communitites that are applicable to what they are doing/what they want to pitch and how to organize their consumption of information. A marketer for Toys-R-Us should be joining groups related to toys, kids, mommy bloggers, etc. to join the community related to what they are doing. These sub-theses support this:

– The community of discourse is the market
– A healthy intranet organizes workers in many meanings of the word.
– There are two conversations going on. One inside the company. One with the market.

Understanding and marketing to people – not journalists or companies. It’s all about impressing individuals.

In my opinion, this is the most important theses. For companies to be successful in this Web 2.0 world, they need to market to indivuals, not companies. They need to do research people and their target audience and reach out to them individually, in the manner that they prefer. Some of the theses that support this are:

– “Maybe you’re impressing your investors. Maybe you’re impressing Wall Street. You’re not impressing us.”
– “We want you to take 50 million of us as seriously as you take one reporter from the Wall Street Journal.”
– “Our allegiance is to ourselves – our friends, our new allies and acquaintances, even our sparring partners.”

More conversations are happening right now on the internet than anywhere else.  If marketers aren’t taking advantage of this, they are missing a huge opportunity. The Cluetrain Manifesto shows that it realizes where the future of the internet is going and best-practices on social networking.



  1. Hey, I found your blog while searching on Google your post looks very interesting for me. I will add a backlink and bookmark your site. Keep up the good work!

  2. Awesome blog!

    I thought about starting my own blog too but I’m just too lazy so, I guess Ill just have to keep checking yours out.

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