Business Innovation

 
Business Innovation 
 
Jericho Neil E. Dela Rosa 
It’s all about CONVERSATIONS. 
 
 
 
 
 
 
 
 
This work is licensed under a Creative Commons Attribution 3.0 United States License. 
De La salle College of St.benilde 
BUSINESS INNOVATION     
 
 
TABLE OF CONTENTS 
 
PREFACE……………………………………………………………………………………………………………………………….3 
DEDICATION………………………………………………………………………………………………………………………….4 
REFLECTIONS ON CLUETRAIN MANIFESTO 95 THESES…………………………………………………….5‐90 
BOOK REVIEWS ON CLUTRAIN MANIFESTO……………………………………………………………………91‐98 
  2 
 
PREFACE 
 
This book is a compilations of  reflections on Cluetrain manifesto’s 95 theses and Book reviews on 
Cluetrain  manifesto.    Each  reflection  is  an  analysis  to  what  the  said  theses  deem  and  entail 
according  to  the  authors  knowledge.  This  book  also  aims  to  emphasize  the  details  about  the 
genuine relationship between markets and companies. 
  3 
 
 
DEDICATION 
 
I’d like to dedicate this book to the ff: 
My self after the hard work and the time I spend on writing I think I have to congratulate my self 
and be proud of what I’ve done. 
My family, who always support me and help me with what I want. 
My friends, who selflessly share their own thoughts and ideas. 
God, who gives me the strength and knowledge to write this book.  
  4 
 
 
 
 
 
 
 
 
REFLECTIONS
  5 
 
Markets are conversation
Communication is one of the most important things in the world now days and the types of
communications now are very easy and in many ways. You can communicate through
your mobile phone that most of us people use, computers we can go online and
communicate anywhere in the world. Communication is not impossible now and it is very
easy, since we use it every day. Companies took this as an advantage in making markets.
In just listening in the conversation of people or just communicating with them companies
will know what are the needs of what the people want or need.
For a company to be successful they need to communicate and make conversations with
the people/ clients. They need to know what are the needs of their clients and also what
they need to provide service to their clients. In short conversation is like the life of
marketing, because you cannot market something without talking to someone or if you
don’t listen and know what they want. One of the most popular ways of companies to
communicate with their clients is through advertisement. In advertising they make their
service or product made known to their target markets and it can even make it popular.
They can also get feed back from their advertisement. With this being said, conversations
are indeed plays a big role in marketing, because if we don’t communicate we will have no
markets.
  6 
 
Markets consist of human beings, not demographic sectors
Market can be defined as an exchange of goods and services between a producer and a
consumer. There are a lot of markets in the world today. It became a part of our society.
Examples of demographic sectors are Age, gender, ethnicity and so on. As human beings
we have emotions, consciousness and different point of views. As the quote says markets
consist of human beings, not beings demographic sectors and by defining each of them I
think that the theses is saying that we should be treated as individual and not by
demographics sectors. Companies should not target markets by demographics sectors but
instead target as an individual.
In some ways this became a trend in our society that we target our markets by
demographic sectors, because in doing this companies can define their market and specify
them to make their product or service more dynamic. It is really hard to sell or make
service if you don’t target them but they should be treated as human beings not a
demographic sector.
  7 
 
Conversations among human beings sound human. They are conducted in a human
voice
Let me start of by saying that we are human beings and we communicate as human
beings we talk and have conversations we have languages to understand each other. As
this quote says conversations among human beings sound human, what comes to mind is
that we as marketers should communicate to our markets in a human voice. Example, you
are talking to an animal no matter how hard you try you cannot make him understand you,
because by nature you are different. Just like in marketing If you market something to your
target market you should talk to them as a human being meaning they should understand
what you’re trying to say don’t make it sound that you are like an alien to them.
This quote simply tells us that we should make our markets understand the message that
we are saying to them. We don’t want them to get confused and don’t understand what we
are trying to say. We should communicate to them as a human being, we are all human
beings after all
  8 
 
Whether delivering information, opinions, perspectives, dissenting arguments or
humorous asides, the human voice is typically open, Natural, uncontrived.
Human voice is typically open, natural, uncontrived. I believe in this line, because me as a
person I always talk a lot. I always talk to people, everyday there so many conversations.
As I talk to people no matter what the topic is I find myself saying things that I didn’t really
expect it just come out in my mouth. By just listening to whom I am talking I can answer
directly or make a comment of what he/she is saying.
I really believe that we should not plan what we should say, don’t get me wrong we should
think of what we will say but not plan like write it in a paper or what. What I am saying is,
whenever we are in a conversation we should go with the flow and let things in. if things
will happen, it will.
  9 
 
People recognize each other as such from the sound of this voice.
As people talk to one another we recognize whom the person is. We understand what
he/she is trying to tell us.People now often use the Internet or use media because they
enjoy it and of course we try to understand what it is all about.We recognize each other as
such from the sound of this voice, what comes in my head when I read this. We as human
beings are natural
We are different from one another God made us this way even twins are not totally the
same. When we talk we have different voices but if we know the person and we will surely
recognize his/her voice. For example, someone called and you answered the phone if you
know the person you’ll recognize his/her voice because the voice is recorded in your
memory people are created this way. Even though we speak in different voices we still
know and understand the words that are being said by the people who are talking to us.
  10 
 
The Internet is enabling conversations among human beings that were simply not
possible in the era of mass media.
The Internet is a system of interconnected computer network and it is around the globe.
Before you can use the Internet Of course you must have a computer and a connection.
Computers don’t function by it self, we people are the user and we control the computers.
Internet made the computer very useful because of internet we are connected globally we
can talk and have conversations with other people wherever in the world he or she is as
long as he/she is also connected to the internet. Internet has many things to offer not only
to communicate with other people, some use internet for business like e-commerce you
can buy and sell things through the internet you can also advertise things and one good
things about the internet there is no age limit no matter how old are you, you access it for
as long as you know how to.
  11 
 
Hyperlinks subvert hierarchy.
Hierarchy can be defined as a system of people or things arranged in a graded order. It is

the order of things in highest to the lowest. Hyperlinks are those highlighted words we see
in the Internet, this highlighted words will bring us to another page that is related with the
page we are browsing not all links are related with the topic we are browsing, in short more
often the links the we click don’t always give us the things we really need.
Why would hyperlinks subvert hierarchy? Hyperlinks are just there to help us and give us
more information by browsing another page in the Internet. I don’t think hyperlinks will
subvert hierarchy, because sometimes if we search something in our search engine if
something came out, it doesn’t mean that the first hyperlink that appears, it will give us
what we really need. That’s why I don’t think hat hyperlinks subvert hierarchy.
  12 
 
In both internetworked markets and among intranetworked employees, people are
speaking to each other in a powerful new way.
Internet and intranet have the same goal or purpose it is build for the main reason,
communication. internetworked markets, I see this as people go shopping or buying
things we aim to buy what are moneys worth, and in able to do this we a lot of talking. We
canvass things before we decide to buy it, we ask a lot of people if this product is good or
what, we consider other things for us to have an option.
We people don’t want to be fooled and don’t get are moneys worth. That’s why we search
and think a lot before we spend money on something. Intranetworked employees, what
comes in my mind when I read this is, another way of communication but for company use
it is like the Internet it is built for the purpose of communication. no matter what we use
inter or intranet we people speak in a powerful new way now because of this, we
communicate through the use of computers, not like before we use mails or whatever.
  13 
 
These networked conversations are enabling powerful new forms of social
organization and knowledge exchange to emerge.
Communication is one of the most important things in this world, we people as human
beings want a conversation that is fun and meaningful, we don’t want those talks that are
boring and non-sense. Me as a person I love talking to people who are funny and makes a
lot of sense because I get something from them, of course we expect something in return if
we talk or have a conversation because if not we are crazy, were like talking to our selves.
Same in networked conversations we expect something in return and as I said earlier we
don’t want those talks that are boring and non-sense, we also want are network
conversations to be fun and productive. Through the Internet we meet different types of
people and us not knowing that we are already in a social group and exchanging
knowledge with everybody who is within our social group.
  14 
 
As a result, markets are getting smarter, more informed, more organized.
Participation in a networked market changes People fundamentally.
I think the companies will be threatened by this, because we people as consumers with the
internet in our hands we can always check what are the new things now or the trend for
such a period of time. We can always browse the Internet and search for what we really
need or want. We can always check if the companies are not giving us the right service of
product or we can compare them to other companies and decide which is better. Markets
are getting smarter, more informed and more organized because of this, and we people,
as we participate with the network changes come very often. Because different information
comes to us every now and then, this make our minds change.
I believe that companies are smarter, more informed and more organized now. Because of
network market, it helps in a way that they would know what the people want or what the
people need by them listening to them, as the first theses says markets are conversation.
  15 
 
People in networked markets have figured out that they get far better information
and support from one another than from vendors. So much for corporate rhetoric
about adding value to commoditized products.
Fact is, consumers have become significantly more proactive when it comes to addressing
the things they want from the products they spend their money on. Combining personal
experiences with the experiences with others, consumers are able to make a more
educated decision when it comes to product, as opposed to believing at hyped-up
commercial and cooperatively doing as it says. They’re more inclined to believe Mrs.
Nextdoor’s testimony and Mr. Whatshisname’s little anecdote than to hear a nameless,
faceless voiceover claiming that a product is the best in the market.
From an advertising standpoint, the reason that many organizations turn to endorsements
from recognized authority figures is that consumers no longer simply take their word for it.
It is commonplace to see celebrities, doctors, lawyers, and other notable personalities in
all forms of media speaking on companies’ behalf. It is the role of the endorsers to put
themselves in a position where consumers can relate to, making it more effective in nailing
the market.
Still, despite a company’s best efforts to promote their products and services, word of
mouth is still the best form of advertising, and that the best that company can do to secure
that they get a piece of that action ultimately boils down to the quality of their product.
There are no secrets. The networked market knows more than companies do about their
own products. And whether the news is good or bad, they tell everyone.”
Word-of-mouth may be the best form of advertising, but it can also work as a double-
edged sword. Since companies would be relying on unpaid, unregulated free speech when
it comes to their product, what a consumer says can spell the difference between success
and failure. What’s more, consumer vigilance in seeking out the best product to
accommodate their needs has gone to the extent of information-seeking beyond what is
apparent.
  16 
 
This is one of the reasons manufacturers and providers are very strict with their quality
control. One faulty product that leaves the factory and goes on to do damage will definitely
come back to haunt the company and put the entire production line into question. As soon
as one hears something bad about a product or a service, chances are, they’re not going
to make it to your shopping list. Wouldn’t you? If you hear things such as, “I don’t like the
Manila Hotel, they have terrible customer service,” or “I had one of those beers the other
night, it tasted like rust in water,” would you not try others before even considering the
ones in question?
  17 
 
What's happening to markets is also happening among employees. A metaphysical
construct called "The Company" is the only thing standing between the two.
Communication takes place on two sides of a company – the internal and the external.
Employees, however, belong to both sides since they both work for the company and
could even patronize it. The fine line that separates the two would be “The Company.” It is
what makes them fall under the bracket of employee, while outside, they are free to be
customers or not.
I say “free” but it’s common practice for companies to assert and encourage the workforce
to patronize their own. Be it for free, or at a discount, how else can a consumer say no and
still go regular price on others? In effect, they become customers, whether the products or
services are of their liking or not.
  18 
 
Corporations do not speak in the same voice as these new networked
conversations. To their intended online audiences, companies sound hollow, flat,
literally inhuman.
Unlike in other forms of media, online advertising seems more at a disadvantage. On TV, if
you don’t want to miss a second of your programs, you stick around and watch the ads.
Sometimes the commercials can even be interesting. On radio, if you’re not the one
manning the station, you really don’t have a choice but to put up with the ads. Even if you
can, many consumers prefer to stick to a station rather than hop between different ones. In
still print media, you can glance back and forth a moment’s whim, and you can get the
information you want, and shrug the rest away. The first two cannot offer you such a
privilege.
For online ads, however, they are regarded as mere nuisance and troublesome attention-
seekers. What’s worse, innovations in online advertising make it so that ads are able to
gain more prominence at the expense of interfering with your business online. Oftentimes,
we find ourselves telling ourselves, “I want to click that link, the @#$%^ ad is in the way.”
Suppose you can close the ad, but the close button is always so small to the point that you
sometimes wind up clicking on the ad without intending to.
Yes, it is all intentional – they slow you computer for fancy moving ads, crowd your
browser with expanding ads and popping windows, and make you click the ad when it’s
the last thing you want to do. Indeed, inconveniencing your market is a very stupid thing to
do.
  19 
 
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.
Actually, we no longer need a few years to see that the supposed “voice” of business is
contrived and artificial. Simply put, consumers are on to the organizations involved. We, as
consumers, are already well aware that mission statements and press releases are often
embellished – even exaggerated – truths filled with highfaluting words and sometimes
even misleading claims. Put bluntly, no one believes in those things anymore.
Companies’ mission-vision statements all echo the same things – to be the best of what
they do, to provide the best for their consumers. It’s all unbelievably superlative. Surely,
companies can’t all be the best, so why bother taking their word for it? With credibility lost,
why bother taking their word for anything? The ongoing trend has it that companies are
simply chanting their corporate mantra, sometimes failing to actually abide by them.
 
  20 
 
 Already,  companies  that  speak  in  the  language  of  the  pitch,  the  dogandpony 
show, are no longer speaking to anyone. 
Been here done that. That about sums it up when talking about the seemingly redundant and mundane 
set‐up. They promote, you watch, you decide, you may even wind up getting frustrated over the whole 
ordeal. The truth of the matter is that the formula has been repeated for too long and too many times 
that consumers have already become immune to the message that organizations want to convey. After 
all, who would want to listen to the same old drama, same old pitch, same old mantra. 
If  organizations  intend  to  distinguish  themselves  from  the  rest  of  the  pack,  there  is  urgent  need  for 
them  to  re‐evaluate  their  corporate  strategy.  Getting  lost  and  camouflaged  in  a  sea  of  the  same 
marketing direction will not benefit the company, especially if they are to invest in a marketing push. 
In this case, the tried and tested formula is not as effective as one may initially perceive. We often hear 
companies  pushing  for  out‐of‐the‐box  concepts,  and  yet  they  still  wind  up  repeating  what  has  done 
before, give or take a few adjustments. 
  21 
 
Companies that assume online markets are the same markets that used to watch 
their ads on television are kidding themselves. 
   
There  is  a  great  disparity  between  online  and  television  markets  that  make  it  ridiculous  to 
even  think  about  treating  them  the  same  way.  Such  companies  would  be  taking  so  many 
different factors and throwing them to obscurity, which makes one wonder if they did their 
homework at all. First of all, there is a huge neglect for market profile. Anyone who has ever 
picked up a remote or logged in to the net would understand that these are two very different 
environments and those who frequent the domains are just as different. Another point is that 
different environments mean you would be reaching out to different consumer contact points. 
You  would  be  insane  to  advertise  detergent  bars  on  the  side  of  Facebook,  and  it  would  be 
similarly  idiotic  to  advertise  online  dating  during  a  commercial  break  in  the  news.  It  just 
doesn’t make sense. Perhaps the only reason that companies would actually consider doing so 
is because of convenience and to tighten the purse on having to spend resources on research. 
End result? Bad move. 
  22 
 
.Companies  that  don't  realize  their  markets  are  now  networked  persontoperson,  getting 
smarter as a result and deeply joined in conversation are missing their best opportunity. 
Once  again,  word‐of‐mouth  marketing  plays  a  significant  role  in  consumer  dynamics.  It’s  common 
sense, but many companies don’t seem to realize that people would rather listen to friends and family 
than to corporate entities that they can’t even trust. They fail to take strong interpersonal relationships 
into consideration when going about their campaign. 
This means that they’ll basically be unable to take advantage of the best form of marketing. They will 
not be able to optimize their marketing push, they will not get as much promotion for their product, 
they will not attain their desired goals. 
  23 
 
 Companies can now communicate with their markets directly. If they blow it, it could 
be their last chance. 
I’ve come across a motivational poster that says, “It could take months to find a customer, and 
only a few seconds to lose one.” Very true. Lucky for today’s organizations, they have a vast 
multitude  of  channels  in  which  they  could  propagate  their  message.  In  addition  to  the 
conventional trimedia means, new media have emerged and pose the potential to be excellent 
marketing tools. With so much emphasis today on keeping connected and letting others know 
what you’re up to, there is plenty of room for companies to make use of those media. 
The  downside  to  it  is  that  they  could  be  overstepping  boundaries.  They  have  to  remember 
that these are people’s private lives they will be attempting to reach out to. If they pull it off, 
rewards could be big. However, if they mess it up, they’re looking at social milieu demanding 
that  they  and  other  companies  making  the  same  push,  successful  or  not,  to  cease  using  the 
channel altogether. 
  24 
 
Companies need to realize their markets are often laughing. At them. 
It’s  one  thing  to  make  a  your  consumers  laugh,  but  it’s  quite  another  to  have  them  laughing  at  your 
company. Companies need to remember that consumer won’t just be patronizing the product but the 
company  as  well.  Consumers  who’ve  developed  loyalty  to  a  brand  may  lose  interest  if  the  brand  is 
packaged  in  such  a  way  that  it  brings  shame  to  its  patrons.  The  thing  is,  consumers  don’t  just  view 
commodities as things they use, but they are also viewed as symbols of who they are. They don’t wish 
to be associated with an embarrassing product, so organizations would do well to protect the brand to 
protect its patronage. 
  25 
 
Companies need to lighten up and take themselves less seriously. They need to get a sense of 
humor. 
One thing that larger corporations sometimes neglect is that the concept of consumer relations isn’t an 
equation. Companies simply can’t stick to the “I provide, you pay for it” format. It’s also vital that steps 
be  taken  to  adjust  and  align  how  the  service  is  provided.  Just  like  an  employee  working  for  an 
organization, consumers also want to feel that the company is taking care of them. 
Sure enough, many service providers have learn to adapt, sometimes glossing over their policies just to 
appease a customer. Imagine a five‐year subscriber getting cut off just because of a delayed payment. 
When  policy  would  sometimes  say  that  delinquent  accounts  be  dropped,  service  providers  are 
fortunately  willing  to  overlook  the  incontinence  just  to  secure  the  subscriber.  At  the  end  of  the  day, 
nobody wants to be treated like an expendable resource.  
  26 
 
Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it 
requires big values, a little humility, straight talk, and a genuine point of view. 
A sense of humor isn’t just about making jokes. You need to be witty, you need to be real. Apart from 
an organization that understands them, they also want one that they could understand and relate to. 
That’s  why  it’s  called  customer  relations.  Companies  should  always  remember  that  they  have  a 
relationship with the customer. 
Modern mission statements should dispense with the flowery words and make use of a vocabulary that 
their clientele would use. They can be funny, but it doesn’t have to be a joke. They can be comical, but 
not  fools.  It  adds  to  the  pride  that  consumers  want  out  of  their  company,  and  it  holds  plenty  of 
potential as a marketing strategy. 
  27 
 
Companies  attempting  to  "position"  themselves  need  to  take  a  position.  Optimally,  it  should 
relate to something their market actually cares about. 
If positioning one’s self would entail an organization making an inflexible stand, then the effort has lost 
even before it began. The market does not require a stand on everything like they would a presidential 
candidate.  They  simply  need  to  create  an  impression  such  that  the  market  is  able  to  relate  to  the 
organization. An organization just has to make sure that they are able to deliver on matters that their 
market assigns plenty of value to. 
In  this  regard,  companies  need  not  waste  their  time  bothering  with  affairs  that  consumers  aren’t 
looking for. Stick to point, stay on topic – that’s what it means to take a position without compromising 
the organization’s ability to adapt. 
  28 
 
Bombastic  boasts—"We  are  positioned  to  become  the  preeminent  provider  of  XYZ"—do  not 
constitute a position. 
How many times have we heard every station talk big and say they’re the #1 radio station? If they’re 
thinking that showboating a title that’s half true at best is the way to position their brand, then they are 
sorely mistaken. It may be a goal, but companies should never identify themselves with exaggerated 
truths. There’s no point in saying that you are the #1 in category that’s highly specified and custom‐
fitted such that they’re the only qualified entrant.  
On  the  other  hand,  an  aptly  glorified  company  should  not  always  depend  on  its  name.  It  still  and 
always will boil down to what you deliver consistently, not what greatness you have accomplished in 
the  past.  Many  industry  leaders  have  fallen  victim  to  complacency  and  lost  their  lead  to  aspiring 
competitors. The position should remain with the market, as is what every business intends to do. 
  29 
 
Companies need to come down from their Ivory Towers and talk to the people with whom they 
hope to create relationships. 
Another common pitfall in larger organizations is when they allow themselves to become monarchial, 
in  a  sense  that  they  are  so  far  up  the  status  ladder  that  they  perceive  everything  below  to  be 
expendable and replaceable. Unfortunately for them, brandishing the snobbish, stuck‐up nose is not a 
sign of power, but of arrogance. Companies still need to get back down to Earth and remember that the 
only reason that they are so far up the food chain is because they had consumers that put them there. 
Sure,  credit  that  to  marketing  excellence  and  a  product  that  delivers,  but  it  still  goes  back  to  the 
relationship aspect of the industry. 
The word relationship is used not because it’s a clever metaphor but because that’s exactly what it is. It 
needs to be started with a good impression, maintained, and constantly improved. 
  30 
 
Public Relations does not relate to the public. Companies are deeply afraid of their markets. 
Oftentimes,  public  relations  is  simply  perceived  by  organizations  as  a  means  to  address  the  public. 
Communication is not and should never be one‐way. PR is both a firm but gentle hand to shake with 
the  market.  At  the  same  time,  to  be  naïve,  it  should  not  be  an  avenue  to  let  the  market  hear  what  it 
wants to, and it’s definitely not a simple way of telling people what you want to say. 
Because the clientele is a company’s biggest stakeholder, companies are at wit’s end trying to come up 
with ways and means to gain more and keep the rest. Their biggest nightmare is to see a mass exodus 
of loyal patrons to a competitor. Enter the fancy words and flowery PR, enter the world of half truths 
and misleading information. It’s a vicious cycle, so entrepreneurs beware. 
  31 
 
By speaking in language that is distant, uninviting, arrogant, they build walls to keep markets at 
bay. 
Sometimes, some companies feel that there already on top and become too confident that the impact in 
the market is that they are arrogant. This will build walls to the companies and their markets because 
we as people don’t like that kind of personality. For example somebody is selling you something maybe 
a house, car, laptop or whatever and then talk to you like he/she is your boss. I’m pretty sure you will 
not buy that product or avail that offer simply because you don’t like the approach of the seller. 
I don’t think people will appreciate that kind of approach no body wants to talk to somebody who is 
bossy. This kind of language will surely build walls to markets. Who wants a language that is distant, 
uninviting and arrogant.  
  32 
 
. Most marketing programs are based on the fear that the market might see what’s really going 
inside the company. 
Most companies are not transparent to their market, they don’t want their markets to know everything 
about the company. I’m sure that there is no perfect company. Company is composed of people, people 
run the company and no body is perfect right?  Even the most successful company has a flaw.  Me as a 
person  I  know  my  flaws  and  I  don’t  want  it  to  be  exposed  because  is  my  bad  side  same  as  the 
companies they don’t want their bad side to be revealed.  
No body wants to have a bad impression to somebody, companies will not be too honest, be true, and 
be  transparent  with  their  markets.  They  don’t  want  to  lose  their  markets  it  is  very  easy  to  lose  a 
customer. We people don’t want to be cheated or something like that. If we found out that the company 
is doing something that is not good, we will surely stop availing there service or product. 
  33 
 
 Elvis said it best: “We can’t go on together with suspicious minds. 
I agree with the quote “We can’t go on together with suspicious minds”. Just like in relationships, it is 
impossible  for  a  relationship  to  last  forever  if  both  have  a  suspicious  mind.  They  will  not  trust  each 
other,  what  will  happen  is  they  will  just  fight,  argue  and  end  up  mad  at  each  other.  Companies  and 
their markets has a relationship, I think it goes the same way. If the market don’t trust the company 
what  will  happen?    They  will  be  doubtful  and  they  will  not  be  satisfied  because  they  always  suspect 
something from the company as if they were an investigator. 
If  our  mind  is  too  suspicious,  we  will  be  like  paranoids  always  trying  to  find  something  wrong  or 
conclude that there is something even if there is nothing wrong. Being suspicious is not bad, but if we 
suspect too much it is not good already. Everything that is too much is not good no matter what it is. 
  34 
 
Brand  loyalty  is  the  corporate  version  of  going  steady,  but  the  breakup  is  inevitable  and 
coming fast. Because they are networked, smart markets are able to renegotiate relationships 
with blinding speed.  
Consumer or end users wants to have a good product or service. I’m pretty sure that everyone wants to 
be satisfied with the product or service that they avail. If they were satisfied, it’s automatic for them to 
put  a  mark  to  that  product  or  service.  For  example,  I  will  buy  a  product  and  I  really  don’t  know  the 
brand name and after buying it and using it. The product satisfied my needs. Guess what will happen 
next? I’m sure if I would buy a product foe the same purpose I will buy the product that I’ve tested. In 
this  time  brand  loyalty  will  come  in.  Sometimes  were  too  confident  with  the  brand  name  because 
we’ve tried it already. What will happen is that we will try another product but with the same brand 
and often we are not satisfied because we are assuming it is the same as the product we’ve tried before 
or another scenario is when the brand that we trust, introduced a new product and we tried it and the 
result would not be effective. The company will have a bad feedback about this and they will act on it 
with a blinding speed. 
  35 
 
“Networked markets can change suppliers overnight. Networked knowledge
workers can change employers over lunch. Your own “downsizing initiatives”
taught us to ask the question: “Loyalty? What’s that?”
It’s but natural for every individual, every organizational entity to seek the best only
through their needs. They are, or will be, able to do so with the aid of their networking
and social interplay. Of course, one would be foolish to think that the best would remain
stagnant, would remain fixed to its position. Just as organizations dynamically improve
their every facet, every product would constantly improve, given competition to drive it
forward.
Similarly, consumers wanting the best would only go for the best, whoever may hold the
title in their opinion. Any company that is unable to keep up with the ruthless pace of
competition will have leave the center stage to the one that sets the standard, the one
that raises the bar.
Is there such thing as loyalty if consumers keep moving is there such thing as loyalty if
consumers keep moving on to the next big thing? Can people still hold sentiment for
something that used to be the best? To keep patronizing it while a much better one is
also within reach? The thing is, there is loyalty – loyalty to the best. It matters not whether
it’s the same product, a multitude, or a combination of any. People will always turn to
what they see best, the loyalty lies not with one particular entity, but one that stands out
from the rest of the pack.
  36 
 
Smart markets will find suppliers who speak their own language.
Markets are not stupid they will find out if something is not original. For example I will buy
in a bazaar, before buying that product I will check it first and check if it’s a good product
another example is when somebody is buying jewelry. They will check and inspect what
they are buying, if it original or what. They don’t want to be fooled by someone who is
selling fake jewelry. Just like in the industry smart markets tend to find out which supplier/s
is selling good quality products.
Suppliers should speak their own language no one wants to buy second best, they want
the best of course. If they just copy something markets will surely find that out. If the
suppliers are copying and speaking the same language, They will not stand out and be
recognized by the market.
  37 
 
. Learning to speak with a human voice is not a prior trick. It can be “picked up” at
some tony conference.
Companies are learning how to speak in human voice. Of course they need to speak in
our language for us to understand what they are trying to say or what they want us to
know. As they gain knowledge and progress faster than before we as markets also gained
more knowledge and became smarter. We as the market think that the companies are only
trying to fool us and get our money for them to earn more. If communication fails this will
happen. If we misunderstood what they are trying to say to us, we will judge them right
away and just disregard them.
That’s why they need to speak in the same voice as we do. Because this is the only way
they can get through us, and understand what they are saying. Because if they don’t they
will be just an illusion and not recognized by the market.
  38 
 
To speak with a human voice, companies must share the concerns of their
communities.
Like what I’ve said in thesis no.33 companies should in our language. As they gain
knowledge and progress faster than before we as markets also gained more knowledge
and became smarter. We as the market think that the companies are only trying to fool us
and get our money for them to earn more. If communication fails this will happen. If we
misunderstood what they are trying to say to us, we will judge them right away and just
disregard them and they don’t want that. So they really have to get through us and the only
way to do that is to speak with a human voice. That’s the only way they can get through
us.
  39 
 
But first. They must belong to a community.
Companies know what we want and need by listening to us. As they make conversation
with us, markets. It is natural for them to know what we want and what we need. But do
you think this is enough? I think it’s not. Companies should not stop after knowing what we
want and what we need. They should exert more effort after this. They should be in our
community and it is very hard for them but they have to. As they say good things not just
happen, we should work hard for it. Communication is one element in a community. It is
impossible that people in one community will no talk to one another. That’s why it is a plus
for a company if they belong to a community.
  40 
 
Companies must ask themselves where their corporate cultures end.
It is every company’s dream to build a legacy; once it reaches its goal, the company
should never forget where it started and who made them that way – the market. This is
where they ask themselves, up to when will their ethos end? All this, they ask to simply
satisfy the community.
Change is the only constant thing in this world. Companies need to adjust with this fact
and thus they need to innovate every once in a while to keep the market’s interest.
Therefore they should ask themselves up to when they can keep their culture. This
reminds us that we should always remember that in order for them to get that legacy,
companies should learn to steep to their market’s level, communicate and talk to us in their
language and break their barriers. They should always ask and tell themselves what they
are willing to do to get the markets attention and keep it that way.
To know what they can do to reach the top of the business line, then all they need to do is
ask themselves what they can do to keep our attention and hold it as long as they can.
  41 
 
If their cultures end before the community begins, they will have no market.
Before making any move, companies have to remember that they have to consider the
needs of the market first. If they try to be one step ahead of the market, it wouldn’t really
make any sense, because what companies really need are the approval of their markets.
Therefore, before they start anything else, they have to confirm to the market what they
really want and need.
As I’ve stated before, this can only happen once companies break their barriers and steep
to the market’s level. There is really no point in being high and mighty when the companies
count on the people to keep them in their place. After all, without the market, there is no
company to begin with. Therefore, this tells us only thing – companies really need to know
their market first before making any move.
Cultures should signify the beginning of something new and fresh, something innovative
that the people want – not just something that the companies have thought of. It should be
based on what the people want and what they think can serve the market and their needs.
  42 
 
Human communities are based on discourse—on human speech about human
concerns.
For every human that is born he/she naturally belongs to a community. The first
community would be his/her family. In this first community that we belong, we learn how to
speak. And as we go along, conversations become a part of our system. It is natural for us
human that we talk to each other. In our own community we always have conversations,
we talk about so many things like the latest trend, the new gadgets, most expensive cars,
new shoes out in the market and many more. Discussion is like the lifeblood of the
community it makes the community alive.
We humans by nature Loves to talk and speak with one another. We always want to have
that good conversation regardless of who we are talking to it may be our friends family or
even strangers. They love to talk about things in their community. By doing this, the
community is already talking about the concerns of one another. As they talk about this
concerns the companies listen and see what is going on and out of this they can get
markets.
  43 
 
The community of discourse is the market.
Communities by nature are based on discourse as what the previous thesis said. Markets
are different from community but both always go together. Market may be defined
differently from community but one thing is for sure they have a lot of things in common.
For me the two most important things they have in common are the people and their
conversations. Communities who are discoursed are great prospect for companies to
make market because communities who are discoursed are mostly open with their
concerns. Which make it easy for the companies to know what they need or what are their
interests.
Even though communities and markets are not the same. They may be different from each
other but the conversation that goes along with community and market are the same.
People in the community and People as a market likes to talk about the concerns they
have and what are their interest. We should not think that markets and communities are
the same, but should consider the facts that they have a lot of things in common.
  44 
 
Companies that do not belong to a community of discourse will die.
It was said before in this thesis that company should belong in a community because if
they don’t it will hard for them to succeed, it may be impossible for them to survive if they
don’t have a community. Of course the community that they should belong is the
community that is discoursed. Otherwise it will be the same as not having a community,
simply because community that are not discoursed is like a community without people, its
nothing. What is the use of being in a community that has no people or maybe there are
people but the people don’t talk to one another. How can you call it community if there is
no communication between the people.
Just like what I’ve said before it is very hard for a company to be successful if they don’t
belong to a discoursed company. They should have their own community and be a part of
it. By doing this it would be easy for the company to do what they have to.
  45 
 
Companies make a religion of security, but this is largely a red herring. Most are
protecting less against competitors than against their own market and workforce.
Once a company belongs to a community or even if they don’t, they make sure of their
security. Most of the companies that belongs on a community they protect their
companies less when it comes to their competitors, than their own market and workforce.
A tendency of a company when it belongs to a community is that they are open with their
markets. They become transparent with one another because as we all know in a
community they talk about their concerns, interests etc. companies listen to their markets
in thei own communities which is a good thing, but on the other hand markets also listens
to the companies in their community. that’s why companies should be more careful with
their discourse in the community, because they might be misunderstood by the community
and their markets.
Companies don’t want their competitors. That’s why they avoid them but what they don’t
see sometimes because companies are so focused on their part in the community. Is that
they sometimes forget to protect their own companies against its markets and its own
workforce. I think companies should put their attention with this one. This is a very
important matter. Actions must be done with this kind of issue.
  46 
 
As with networked markets, people are also talking to each other directly inside the
company—and not just about rules and regulations, boardroom directives, bottom
lines.
Like what I’ve said in the previous thesis, two things that are important in a community and
market are people and their conversations. We as human beings by nature love to talk and
have a good conversation. People inside a company, of course they talk to one another,
for them to know each other and what comes after that? I’m sure after knowing each other
they will not stop from there. They will be talking to each other everyday since they belong
in one community. They would talk about the things that are going on with their community
and also their markets. What will happen is that they will directly talk inside the company.
People, by nature loves talking to each other. Companies can’t control this, and also they
don’t have the right to. it is their freedom to talk to one another whenever they want to and
wherever they want to. I think companies, also wants this, what makes the company
running? The people right? And how do the people do that? Through talking to one
another, by communication and of course after talking and understanding each other, this
is where actions takes place after knowing what to do.
  47 
 
Such conversations are taking place today on corporate intranets. But only when
the conditions are right.
Human beings can’t be stopped from talking to one another, from having conversations
every time, anywhere. Especially nowadays, technology made it even more easier. It
made the world connected to one another and it is impossible now for us not to use it to
communicate. Since there nothing we could do but to use it, It made us hungry for more,
we got so used to it that if we didn’t use it its like our day is not complete. In the corporate
world, Conversations is everywhere and it can’t be stopped. But there are some conditions
to this one. They must be careful because the markets might not understand them
completely or may I say that markets might get disappointed. For example markets are
telling something they want to the company, and the company said something about it and
the markets didn’t really understand what they are trying to say. Guess what will happen? I
think it might build a gap between the company and their market, this will bring conflict the
community. By this being said I think that companies should be careful and take in to
consideration this condition.
  48 
 
A healthy intranet organizes workers in many meanings of the word. Its effect is
more radical than the agenda of any union.
Communication plays a central role in the relationship and organization of all parties within
a company. It is what determines action and distinguishes the permissible from the
outrageous. Having a functional intranet ensures that each role is aptly played and each
task seen through.
A worker’s union’s primary function is to look after its members, their rights and their
interests, to the extent of what every employer is willing to part with. Of course, the
company’s interests will still take precedence in every negotiation – there’s no point in
asking that employees receive privileges that the company cannot give. Fact remains,
however, that unions will always look after the interests of its members first, leaving the
administration to look after theirs.
As a result, the communication line is left disjoint in some respects, therefore

strengthening the need for a healthy, functional, open intranet, which will allow both parties
to arrive at a consensus without undermining either party’s interests.
  49 
 
While this scares companies witless, they also depend heavily on open intranets to
generate and share critical knowledge. They need to resist the urge to "improve" or
control these networked conversations. 
It is not unheard of to hear of organizations that prefer to keep their workforce segmented
and rigidly categorized, sometimes leaving various cells isolated from each other. This
acknowledges the power of knowledge-sharing via networked conversations, although
unfortunately, in a bad light. It’s a chilling fear that sends many managers staggering to
keep voices under control.
On the other hand, making use of this untapped resource will prove more than beneficial to
the skilled admin. It’s like nuclear energy – the benefits of the power that it could bring are
masked by its destructive capacity. With the right management, however, it can solve
crises where there otherwise would be. In the same way, organizations are better off
taking advantage of this powerful resource, rather than keeping it suppressed.
Conversations, even those of casual nature, may lead to knowledge and output that may
benefit the organization.
  50 
 
When corporate intranets are not constrained by fear and legalistic rules, the type
of conversation they encourage sounds remarkably like the conversation of the
networked marketplace. 
It is woefully ridiculous how some organizations prefer to keep the knowledge-dense

conversations bottled up rather than taking advantage of it, simply because of the fear that
it may lead to the company’s undoing. What they fail to see is that if they contribute more
to its proliferation rather than its suppression, knowledge-sharing has the potential to
drastically improve organizational performance.
One such example is that apart from being members of an organization, employees are, at
the end of the day, still consumers in their own right. Having inside knowledge of their
organization will indeed contribute to the depth and rationality of their analyses of the
market. Understandably, there is potential for the conversation to go down the darker side
of things, showing the company in a bad light. However, with that kind of depth and
knowledge in the conversations, companies will be able to obtain vital market feedback
directly from their own workforce. Naturally, there’s the likelihood of bias or pressure from
the ranks’ standpoint, leaving room for further study in another context.
  51 
 
Org charts worked on an older economy where plans could be fully understood
from atop steep management pyramids and detailed work orders could be handed
down from on high.
Times have indeed changed, case in point – the rise of the knowledge worker. Gone are
the days when employees simply receive orders and do their assigned tasks. Workers
would prefer to know exactly what they’re doing, the point of what they’re doing, and how
their tasks contribute to the organization. Org charts may have a purpose for delineation of
position, but that definitely does not mean that position dictates action.
Of course, having different levels of management has a purpose. It organizes the tasks
and enables its constituents to work accordingly. The point is, however, that knowledge of
the process is no longer simply from the management to know and for the ranks to simply
do. There’s always the question of “why?” and “what for?” in between every action.
Furthermore, the ranks can also be a source of organizational development. Since they’re
the ones down below doing hands-on work, they are very capable of devising strategies
and methods to improve operations.
  52 
 
Today, the org chart is hyperlinked, not hierarchical. Respect for hands-on
knowledge wins over respect for abstract authority. 
Just because someone is in a hierarchically superior disposition doesn’t mean that respect
is inherent. The position boils down to the accomplishment, skill, and credibility of its
holder more than simply relying on the title to win respect. No marketing strategist would
have much confidence working under a boss that is a registered nurse. So what if he/she
has passed the board exams? While the field does have difficulty in its own respect, but
what does he/she know about marketing?
Respect is earned. There is no question about that. The title is just but a badge given to
the worthy, but soliciting respect ultimately boils down to the manager’s capacity. The org
chart is simply a body of fixed guidelines, not a bible to base ability upon.
  53 
 
Command-and-control management styles both derive from and reinforce
bureaucracy, power tripping and an overall culture of paranoia. 
There is a world of difference between hierarchy and bureaucracy. Hierarchy is inherent in

every organization – bureaucracy is not. Despite holding different levels of position in the
organizational ladder, hierarchy simply denotes authority. Bureaucracy, on the other hand,
holds fast to the hierarchy, promoting a false sense of superiority and, at times, abuse.
It is, however, an unfortunate fact that many cultures have experienced such a command-
and-control style of management, even when research and experience have both proven
that it is taboo. The result? Workers have little or no trust on the manager’s competence
and credibility. Since the question “why?” is not answered with every function, those under
the ladder are left unsure and uneasy about their designations. To complicate matters and
fuel the paranoia, such a style has an ugly step-brother – scapegoating. Not only are some
managers content with simply giving out absolute orders like they’re royalty, they are also
prone to apportioning blame unto their staff when something goes wrong.
With management like that, trust fails, cooperation fails, communication is basically dead.
  54 
 
Paranoia kills conversation. That’s its point. But lack of open conversation kills
companies. 
When paranoia takes over, people are afraid – afraid to ask, afraid to speak, afraid to
make attempts at improvement. As a result, communication lines are impaired, sometimes
destroyed entirely. When that happens, how will organizations function? How will
directions be carried out? How will various functions be coordinated? How will any form of
work get done at all?
Communication is the lifeblood of an organization. It is a widely accepted fact, and yet it is

often neglected. Like the human body, blood carries oxygen and life-supporting nutrients
to all parts of the body, allowing each of them to function properly. Without it, each organ
fails.
When an organization’s lifeblood is rendered defunct, the company suffers, and if nothing
is done to control the damage, the company dies.
  55 
 
There are two conversations going on. One inside the company. One with the
market. 
You cannot not communicate. Even if one remains silent, that already sends nonverbal
messages to the observer. In the same way, organizations, despite remaining silent, will
always communicate some form of message to their clientele whether they like it or not.
It is, on the other hand, a given for a company to have internal communication – that is if
they intend to stay afloat. The internals will determine the output and the eventual
message that any organization sends the market. The outside, would have to fall within the
jurisdiction of marketing and public relations.
If the duty of HR and various administrative personnel of an organization to handle the

internals, it is the role of marketing and PR to handle the outside. After all, it only makes
sense for an organization to have designations to handle various communication functions.
Communication must be present in all aspects of business, internally and externally, so it
is vital for any organization to address both their internal affairs as well as their clientele.
  56 
 
In most cases, neither conversation is going very well. Almost invariably, cause of
failure can be traced to obsolete notions of command and control.
When a working relationship is met with distrust and animosity, the organization enters a
vicious cycle of miscommunication where the organizational function is left defunct. The
most likely guilty party in this case are the notions of command and control.
Without respect, the manager resorts to a more forceful method of command. As a result,
every employee’s capacity to perform and improve operations is disabled by the
authoritative management. The intranet of knowledge workers is abruptly incapacitated,
and the organization is taken over by an atmosphere of paranoia. With paranoia,
organizational functions fail.
To combat this effect, attention must therefore be focused upon the employee-manager
relationship. By seeing to the effectiveness of the communication line, the respect of both
parties for each other, and the proliferation of their intranetworked conversation, then the
company stands to gain improved organizational performance.
  57 
 
As policy, these notions are poisonous. As tools, they are broken. Command and
control are met with hostility by intranetworked knowledge workers and generate
distrust in intranetworked markets. 
If command and control was policy, then it spells doom for an organization. They are
broken because they are taboo. And they will most certainly be met with hostility by the
workforce for its prohibitive nature. Since an organization’s internal affairs shape the
external, there is a great tendency for the intranetworked market of the externals to distrust
the company.
This, however, is not always the case. Some large corporations have enjoyed successful
product lines and public relations despite allowing discord and paranoia to fester within its
walls. Companies also know that despite their internal failures, consumers would still
product consideration in mind over its manufacturer’s management styles. What do they
care if Company X employs bad managers? If they experience terrible internals, then
that’s no longer a consumer’s concern. They are consumers because they look at the
products – not so much as the company that makes them. After all, even if something
troubles us from the inside, we can always put up a happy face.
  58 
 
These two conversations want to talk to each other. They are speaking the same
language. They recognize each other’s voices. 
Conversations can’t be done if the people involved in it, doesn’t understand each other.
These two conversations want to talk to each other. Conversations in the market and
conversations in the company want to talk to each other. They want to know what is going
on with the conversation that is happening within them. Companies wants to know what
are the conversations that are happening in the market, and also markets wants to know
what are the things that are going on inside the company. Of course if having this
conversations we speak in the same language, it impossible for us to understand if we
speak in different languages.
Companies recognize markets as they speak. They are familiar with the voice of the
market. So as the market, they recognize the voice of the company. They tend to find out
what the companies are trying to say to them. As they recognize each other’s voices,
conversations are made between the two of them. They are like having conversation
unconsciously.
  59 
 
Markets  do  not  want  to  talk  to  flacks  and  hucksters.  They  want  to  participate  in  the 
conversations going on behind the corporate firewall. 
Markets don’t want to talk to hucksters, they want to talk to the companies and know what is 
really going on behind the company. Markets don’t want to talk to just some guy in suite who 
talks about the company. Don’t get me wrong hucksters are good in talking they really make 
sense. But do the markets want it? 
What the markets really want is to know what is really going on in the company they want to 
talk to the company.  They want to be a part of the company since they play a role in this kind 
of community. Companies must not be threatened of making conversations with the markets. 
They  really  need  to  talk  with  their  markets  and  have  a  connection  by  communicating  with 
each other because this is relationship. In making the relationship work, communication is the 
key. 
   
  60 
 
Decloaking, getting personal: We are those markets. We want to talk to you.
 
As I said before that markets are human beings. We always want to know what is going on, 
companies really need to realize this. It’s not about doing the first move or what, but it’s all 
about “what”. What I mean is, companies and markets should not worry about whose doing 
the first move but they should worry about what they should talk about.  
Companies realize this, it is very easy for them what they fail to do is to act upon it. Nothing 
will  happen  if  they  realize  and  don’t  act.  Right?  By  this  being  said.  I  think  that  companies 
should  act  upon  what  the  realized.  I  think  they  should  let  the  markets  in,  by  letting  them 
because markets are too defensive they should let go of their defense and let the market talk 
to  them.  As  the  markets  go  in  the  company  of  course  they  will  make  conversations.  For  the 
company, it feels like having a thorn out of their neck. The fear of having conversation with 
their markets is gone if they do this. What I am saying here is that. We should face our fears 
and  don’t  find  other  solution  just  to  cover  up  things.  By  facing  our  fear  we  will  never  know 
what will happen after facing it. We might get the biggest breakthrough, we can never tell, but 
we can do something about it.  
  61 
 
We want access to your corporate information, to your plans and strategies, your best 
thinking, your genuine knowledge. We will not settle for the 4color brochure, for web 
sites chockablock with eye candy but lacking any substance.
 
Markets  are  smart  and  like  what  I  have  said  before,  they  don’t  stop,  they  always  have  a 
question in their mind. It is natural for them. They will not be contended with just knowing 
the  products  and  services  of  the  company  or  by  just  reading  a  brochure  or  browsing  the 
website of the company. They want to know what is the company, what they do and what for. 
Just like having a relationship you don’t just get into it. Right? You really investigate and find 
things out, you don’t stop the search until your satisfied and put your trust into it. Companies 
must share what they really are they must tell where they do it, why they do it, and how they 
do it. Now is the best time to tell it, because the markets want to know. And as they tell this 
things, the trust will build up.  Companies by being honest will gain the trust of their markets. 
And  by  being  honest  to  them,  the  relationship  that  they  will  have,  will  be  very  strong  and 
having  this  kind  of  relationship  they  will  both  benefit  and  the  essence  of  this  will  be  much 
appreciated. 
  62 
 
We're  also  the  workers  who  make  your  companies  go.  We  want  to  talk  to  customers 
directly in our own voices, not in platitudes written into a script.
 
We don’t want to feel that we are dumb. Companies should understand this. We don’t want 
some  thing  in  front  of  us  selling  something  and  we  don’t  even  know  what  it  is?  Imagine  an 
alien is selling something to you, what would you feel? We don’t want that. Right?  We want 
something that we can understand and like us too. Once companies understand that, they will 
also find out that it is not really that hard to build a relationship between markets and their 
company. Voice is a tool use by human beings to express what they feel or what they want to 
say it s like our identity. Workers have voice too, because they are also human beings. They 
also have the power to speak up and tell what they want.  They also know how to answer a 
dissatisfied  costumer,  because  they  know  what  they  are  selling.    That’s  why  we  don’t  want 
something  alien  in  front  of  us  selling  something.  We  want  human  beings,  like  us  to  sell 
something to us, because by nature we all have one thing in common we are humans.  
  63 
 
As  markets,  as  workers,  both  of  us  are  sick  to  death  of  getting  our  information  by 
remote  control.  Why  do  we  need  faceless  annual  reports  and  thirdhand  market 
research studies to introduce us to each other? 
 
We as markets and as workers are sick and tired of getting information from a television.  We 
don’t want that another advertisement of a product telling something about it. Nowadays that 
is not enough we don’t tend to buy those advertisement on television. It is not enough for us 
to just hear a sound and see a picture. We want to have more information about that product, 
not only the good thing about it, but also the bad things about it. And where can we find it? Of 
course, in the web. Where almost everything is in. we can find information that we want about 
the product not like in the television where the information that is being shared is limited.  In 
the  web  where  most  of  the  information  is  true,  because  you  can  freely  tell  if  a  product  or 
service is bad like saying if that mp3 player sucks, saying that kind of food is not delicious and 
many  more.  In  the  web  where  honesty  is  present  because  of  experience,  the  truth  will  be 
made known.  
  64 
 
As markets, as workers, we wonder why you're not listening. You seem to be speaking a 
different language.
 
Like what I have said before in the previous thesis, workers are also human beings same as 
the  market  but  they  are  not  completely  the  same  because  the  market  is  not  directly  related 
with the companies but the workers are. Because workers are inside the company, it may be a 
good thing or a bad thing for the company. I also said before that communication is a key to a 
good  relationship  once  communication  is  cut  between  the  companies  and  the  markets  this 
will build a gap among them, this may build limits and create like an imaginary firewall among 
them.  That’s why companies should be careful and appreciate the importance of conversation 
with  the  markets.  Like  what  I  have  said  before  companies  and  markets  have  a  relationship 
and  almost  the  same  as  having  a  relationship in  your life. You really  need  to  be  honest, you 
have  to  communicate  with  each  other,  be  sensitive  etc.    What  I  am  saying  is  that  we  should 
speak in the same language we maybe speaking in different voices but if we speak in the same 
language we may be able to understand each other. if we don’t speak in the same language, no 
matter what we do we can never understand and we can never communicate with each other.  
Maybe this is the reason why sometimes we as a market feel that companies are not listening 
to us, maybe we don’t speak in the same language.   
  65 
 
The  inflated  selfimportant  jargon  you  sling  around—in  the  press,  at  your 
conferences—what's that got to do with us?
 
For me, the way I see it.  Companies do that because they want to tell to the market what they 
are.  It is factual that the market can do or say what they want to say to the companies. On the 
other  hand  companies  are  also  beings  it  means  they  are  also  alive,  they  have  their  own 
motives and actions. I am Aware of how this companies put a front for us markets. It is like 
watching a speech and listening to a sermon things like that. We humans always think what is 
best for us, we always demand that we should have the best. Companies should understand 
that.  If  they  really  understand  that,  they  will  find  a  way  to  make  us  satisfied  with  whatever 
they are offering. 
They  have  to  be  more  like  humans  so  that  they  may  approach  us  in  a  nice  way  that  we  can 
appreciate  and  really  understand  what  they  are  trying  to  say.  They  must  be  honest  with  us 
and say things like they really care for us, markets. By doing that we will feel that they really 
want to satisfy us with their product or service. That is not hard for them to do, but they have 
to adjust if they really want that to happen.  
  66 
 
Maybe you're impressing your investors. Maybe you're impressing Wall Street. You're 
not impressing us.
 
Sometimes  companies  think  that  investors  are  the  big  thing.  What  I  mean  is  that  they  find 
investors as a good income to the company and they will benefit so much from them. They put 
so much attention on the investors. Investors should not easily fall from this one, they should 
study  first  the  company  that  they  will  be  investing.  Some  companies  don’t  really  care  about 
the benefit of the market they just want to climb up and be known and have a good income. 
Going back to the though of companies putting more attention or should I say importance to 
the investors and not so much on the market. This always happens nowadays, we always aim 
for the big thing. But is it really the big thing? What some companies don’t realize is that, the 
market  is  their  biggest  investor.  Market  is  a  package  and  investor  is  just  one.  If  companies 
really put attention on this one, they will realize that market is the big thing. Investors don’t 
advertise  the  unlike  the  market.  If  the  market  is  satisfied  they  will  advertise  the  product  or 
service they avail. What I am saying here is that companies should see long term goal. Markets 
are the best investors they can have. 
  67 
 
If you don't impress us, your investors are going to take a bath. Don't they understand 
this? If they did, they wouldn't let you talk that way.
 
We all  know  that  companies  fall short when it  comes  to communicating  with  their markets. 

That’s why it made a question in my mind. Why do investors invest in a company that don’t 
impress  their  markets?  Is  it  because  they  impress  the  investors  more  than  they  should 
impress their markets?  
If they did impress us, markets. They would not let us talk this way. Because for me personally 
I  think  that  companies  nowadays  put  more  importance  in  their  investors  I  mean  they  exert 
much effort to impress investors. I think that they should invest more on us markets because 
we are the life that can make their company run and go more and more without us companies 
will not run. If they did impress us, they will not let us talk this way and say something like 
this  that  we  feel  like  we  are  not  taken  care  of,  that  investors  are  more  important  than  us 
markets. It should not be that way, there will be no investors neither nor companies if there is 
no market. 
  68 
 
Your  tired  notions  of  "the  market"  make  our  eyes  glaze  over.  We  don't  recognize 
ourselves in your projections—perhaps because we know we're already elsewhere.
 
We as human beings by nature have emotions and we cant escape this fact. We can hide it, but 
we cannot escape from it.  In fact being emotional is where we are good at as human beings.  
Human  beings  by  nature  want  to  be  different  and  be  valued.  Like  what  I  have  said  we  like 
being treated this way so if we feel that we are not appreciated and our time is being wasted 
we might as well leave it.  We don’t want to be like a target because we feel that we are like 
objects  that  are being  used,  I  said it  before  that  we are emotional  we  don’t want  things  like 
that.    Companies  should  treat  us  good  they  should  realize  that  markets  are  emotional.  They 
should  care,  communicate  and  treat  us  like  we  are  special  by  doing  that  we  would  feel  our 
importance and feel that we are very much appreciated.  I know that what I am saying is one 
sided but things really are this way. Companies should go after the market not market going 
after  the  company,  because  for  me  as  a  part  of  the  market  I  would  go  for  something  that  is 
worth it.  
  69 
 
We like this new marketplace much better. In fact, we are creating it.
 
The  new  marketplace  that  is  being  mentioned  in  the  quote  is  the  marketplace  that  we  are 
talking  about  in  the  previous  thesis.  The  marketplace  that  is  full  of  conversations.  It  is  said 
that it is much better. Of course when you say much better, you are to compare to something. 
Right? For me this new marketplace is much better than the other or the marketplace before 
this, because the new marketplace as I said before is full of conversations. With this the new 
marketplace is much more open and has more communication than before.   
I  believe  that  we  are  the  one’s  who  are  creating  this  kind  of  marketplace.  We  are  the  one’s 
who  set  the  standard  of  this,  we  set  the  tempo  and  we  demand.  It  is  also  said  that  we  as 
markets  want  to  get  in  the  corporate  firewall  meaning  we  wan  to  get  in  and  know  what  is 
going  on  and  after  that  we  want  to  talk  and  have  conversation  with  the  company.  By  that 
being  said,  I  can  say  now  that  we  are  the  one’s  who  created  this  kind  of  marketplace.  A 
marketplace that is transparent, honest and full of conversations through communication. 
  70 
 
We are immune to advertising. Just forget it.
 
It was said before in the previous thesis that we are not that affected by the advertisements 
that the company will present to us.  From a companies perspective they see or they envision 
that with advertising their product or service, we as markets will be so into it and be affected. 
That’s what they think, but the truth is markets don’t really buy those advertisements because 
we are so use too it that it doesn’t make an impact to us or even affect us.  I am not saying that 
companies  should  not  advertise.  What  I  am  saying  is  that  they  should  not  put  so  much 
investment on it, because it doesn’t really make such an impact to the market.  
Honestly,  I  am  a  fan  of  advertising.  I  like  watching  them.  I  love  watching  those  stunning 
advertisements  that  company  advertise.  I  really  appreciate  art  but  I  can’t  deny  and  not 
consider  the  truth  that  advertising  nowadays  doesn’t  make  such  a  difference  and  doesn’t 
make a impact to us markets. 
  71 
 
If  you  want  us  to  talk  to  you,  tell  us  something.  Make  it  something  interesting  for  a 
change.
Most of the companies make an advertisement that is very funny. Who doesn’t want to 
laugh?  
They make such advertisement to catch the attention of the market. I am not saying that it is 
not  good  in  fact  that  is  a  good  advertisement  but  we  are  already  immune  to  advertisement 
just  like  what  the  previous  thesis  stated.  I  am  not  saying  that  companies  should  not  make 
advertisements  that  are  not  funny,  what  I  am  trying  to  say  here  that  they  should  get  our 
attention not by using a funny advertisement. Companies should make a different approach; 
make  something  serious  that  can  get  our  attention.  Some  thing  that  is  so  interesting  that 
change the way we think of some thing. 
I think if some companies can do this others will follow. Also if some are doing this already it 
will  become  the  new  trend  today  because  it  is  something  new  and  people  always  want 
something new. We cannot stop the changes that will happen and every change that is going 
to happen will be recognize by the people, by the market. 
  72 
 
We've got some ideas for you too: some new tools we need, some better service. Stuff we'd be 
willing to pay for. Got a minute? 
It’s  about  time  that  the  companies  realize  that  they  should  not  invest  thousands  and  thousands, 
millions and millions of dollars just to approach their market. Instead they should spend more effort, 
money and time. They should think of way that the market could reach them, for them to be able to 
listen.  Once  the  companies  don’t  realize  this  they  will  start  to  lose  their  market.  Like  what  I’ve  said 
before we markets are so approachable, we are open, we will listen if someone has to say something. 
We  market  value  our  time,  we  want  to  spend  it  wisely  and  spend  it  to  the  thing  that  are  worth  it. 
Companies should take that into consideration. Now if the companies are ready to approach us, to talk 
to us, to listen to us.  They should speak to us in our same language as a human not like anything else 
such as alien or something that we don’t know and recognize. At this point of time this should be done, 
somebody has to speak up, now is the time to say what we have to say. 
  73 
 
You're  too  busy  "doing  business"  to  answer  our  email?  Oh  gosh,  sorry,  gee,  we'll  come  back 
later. Maybe.  
These  things  really  happen,  one  of  my  friends  told  me  a  story.  Which  is  so  similar  to  this  one.  He  is 
going to buy something and he emailed the company, he asked some questions about this product or 
what  are  the  terms  and  so  on.  He  was  assuming  that  the  company  would  quickly  reply  with  the 
questions he asked and, as the weeks passed by he didn’t receive any reply. It was like a month or so 
when the company replied. What I am trying to say here is that companies should take their time to 
listen to their market they should find a way or time. After my friend experienced this, the interest was 
gone. For me also I don’t to try something like that, I don’t wan to be treated that way. We want to be 
treated special, as a costumer they should satisfy us with their service not treat us that way. I guess 
some companies are like that they don’t give much time and effort to their costumers, it should not be 
that way. Companies like this has to change and improve on their costumer relations. 
  74 
 
You want us to pay? We want you to pay attention. 
Companies  want  us  to  buy,  purchase  and  avail  their  products  and  services.  Why  would  we  pay 
something that is not worth it? Why avail something that would not satisfy us? Why put some attention 
on who doesn’t even give attention to us? Just like what I stated earlier in the previous thesis. Would 
you  buy  something  if  the  company  doesn’t  pay  attention  to  you?  If  the  company  can’t  even  send  a 
simple  email  answering  your  queries,  would  you  but  from  them?  I  don’t  think  so;  no  one  will  go  for 
something like that. I am trying to say here is that companies should put their attention to us markets. 
They should realize this. If they want us to purchase their products and avail their services they should 
put attention to us. 
  75 
 
Don't worry, you can still make money. That is, as long as it's not the only thing on your mind.     
It’s so ironic, if we would really think why do companies do their products or service? The root of all of 
this is to make money but it should not be the first in our mind. See my point? Companies should not 
always think of money, it should not be their priority, we markets should be their priority. They should 
think about how to approach us and convince us that they are not all bout money. We markets don’t to 
feel that companies is all about getting our money, we want to feel that they would really want to serve 
us  and  satisfy  us  with  their  products  or  services.  Companies  who  are  like  that  have  many  loyal 
costumers.  We  markets  by  nature  don’t  want  to  feel  that  someone  is  just  using  us  or  just  after  our 
money.  What  I  am  saying  here  is  that  companies  should  make  us  feel  that  they  are  just  after  our 
money, what they must do is to make us feel that they really want to serve us and make satisfy us with 
their products and services. 
  76 
 
Have you noticed that, in itself, money is kind of onedimensional and boring? What else can we 
talk about? 
Companies should not talk about money if they want to talk to us. Markets don’t want to know about 
money they want to know more about the company’s products and services.  They should not make us 
feel that they are only after our money, we don’t to here them talking about financial stuff. If it is the 
first conversation with the company of course we don’t want or even expect that the topic would be 
money. Our impression for the company would be aggressive. For me as a guy I don’t want a girl that is 
only  after  my  money,  you  can  really  feel  if  that  is  their  intention.  If  they  ask  so  much  about  your 
stability  in  life  like  how  many  cars  you  have,  how  much  is  your  income  and  other  things  like  that.  I 
think no body want that kind of person. Like what I have said before companies and markets is like a 
relationship, before having it or before getting into it you have to know more about your partner. How 
would you do that? Through conversation I guess. You would not get into a relationship with a partner 
who is only after your money. Right? Unless you are too crazy and stupid to fall for someone like that. 
What I am trying to say here is that companies should not talk  about money with their markets, they 
should talk about their company. If you know what I mean, 
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Your product broke. Why? We'd like to ask the guy who made it. Your corporate strategy makes 
no sense. We'd like to have a chat with your CEO. What do you mean she's not in? 
We  don’t  want  to  talk  to  an  answering  machine  and  ask  them  why  this  and  why  that.  It’s  like  your 
being  treated  like  a  robot  or  something.  We  don’t  want  to  feel  that  we  are  dumb.  Companies  should 
understand this. We don’t want some thing in front of us selling something and we don’t even know 
what  it  is?  Imagine  an  alien  is  selling  something  to  you,  what  would  you  feel?  We  don’t  want  that. 
Right?  We want something that we can understand and like us too. Once companies understand that, 
they will also find out that it is not really that hard to build a relationship between markets and their 
company. Voice is a tool use by human beings to express what they feel or what they want to say it s 
like  our  identity.  Workers  have  voice  too,  because  they  are  also  human  beings.  They  also  have  the 
power to speak up and tell what they want.  They also know how to answer a dissatisfied costumer, 
because  they  know  what  they  are  selling.    That’s  why  we  don’t  want  something  alien  in  front  of  us 
selling  something.  We  want  human  beings,  like  us  to  sell  something  to  us,  because  by  nature  we  all 
have one thing in common we are humans.  
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We want you to take 50 million of us as seriously as you take one reporter from The Wall Street 
Journal. 
Like what I have said before companies and markets have relationship. In a relationship both have a 
role that they play. No one wants to do nothing, because if someone does that he/she will feel useless 
at  some  point.  I  think  no  body  wants  to  feel  useless  or  worthless.  If  they  can  treat  us  more  and 
approach  us  in  a  nice  way  I  think  that  would  make  a  big  difference.  If  some  companies  can’t  do  it,  I 
think  there  is  a  company  that  can  do  it.  I  always  say  this  that  companies  and  markets  have  a 
relationship, they get attach with each other.  
Companies  should  first  realize  that  markets  are  very  important  to  them.  They  should  put  prioritize 
them  and  treat  them  special  because  without  the  market  they  would  not  exist  if  there  is  no  market. 
Companies can’t make to the top without the markets, if companies realize this. Now they can find a 
way to say to us how they appreciate the effort and the time we spend for them. 
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When we have questions we turn to each other for answers. If you didn't have such a tight rein 
on "your people" maybe they'd be among the people we'd turn to. 
Now everybody is connected with everyone because of the web today. It brought the people together 
and let them communicate. Web is like a social group and it has a large scope because it is global.  Web 
offers  a  lot  of  things.  Everything  is  in  the  web,  you  can  know  what  ever  you  want,  like  what  are  the 
specs  of  that  laptop,  car.  You  can  also  find  out  things  about  a  companies,  person,  job.    You  can  even 
reconnect  with  an  old  friend  things  like  that.  I  cannot  say  everything  about  the  net,  it  would  take 
forever  to  do  that,  because  I  doesn’t  stop  it  continues  to  grow  more  each  and  very  day.  By  this 
innovation in our generation we can now know how other thinks, what they know, what they want t 
know  more  about,  What  are  the  things  they  are  familiar  with.    I  think  now  some  companies  are  not 
aware of this but there are some.  They should get a hold of that and know what is really important, us 
their markets.  
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When we're not busy being your "target market," many of us are your people. We'd rather be 
talking to friends online than watching the clock. That would get your name around better than 
your entire million dollar web site. But you tell us speaking to the market is Marketing's job. 
When we are not the “target markets” of the company we markets decides to be a normal. What I mean 
that we don’t think about the company and that they should do this, they should do that but we as a 
normal being decides to just stop for while we also have time for a break. On our break what do we do 
as markets? As a plain human being It is very impossible for us not to have friends, by nature we are 
created to have a social life. As we communicate and have conversation with are friends the topics that 
are being discussed is random. Things just come out as we go along. Even though it is not intentional 
still the topics are being discussed about. We talk the new things and some of the things that happened 
in the past. While we talk and have conversations products and services will never be out of our topics. 
Someone always brings up these two topics. For instance, my circle of friend loves playing basketball 
and hanging out somewhere. We always talk about the NBA, the new shoes that are out in the market, 
the new equipment, A new place where we can chill and have a good time. This kind of things comes 
unexpectedly and not on purpose but what can we do? We are only human beings we can’t help doing 
this  kind  of  things.    By  this  the  company  will  have  be  advertise  and  this  probably  would  be  like  a 
promotion for them. This kid of advertisement is better than any advertisement, this is way better than 
the  million  dollar  website  that  companies  use.  Talking  to  the  market  is  one  of  the  jobs  that  the 
marketing department do. We markets can also be a marketer and talk to people about the company. 
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We'd like it if you got what's going on here. That'd be real nice. But it would be a big mistake to 
think we're holding our breath. 
Yes we want companies to know what we want and need. It’s really about knowing what the market 
wants and what the markets need.  How should they do this? We don’t want to be ask so many times, 
we don’t the company to come up to us like this. We will get irritated if they do such a thing.  We also 
don’t want to hear the marketing or the advertising side of the company such as the promos, sales, and 
a lot of good offer that we can avail. Like what I have said in past thesis, we don’t want to feel that the 
companies are only after our money that their goal is only to gain profit. They should realize that they 
should  bow  out  to  us  and  talk  to  us  is  not  the  only  thing  that  they  should  do.  We  markets  need  to 
consider things and let the companies know what is really going on with us. It would be a big mistake if 
we hold our breath and not talk and say a single word while we feel and know that we really should 
say something.  
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We have better things to do than worry about whether you'll change in time to get our business. 
Business is only a part of our lives. It seems to be all of yours. Think about it: who needs whom? 
It is quite ironic that us the companies markets are asking “who needs whom?”.  We’ve become more 
capable of knowing what the companies think and what they really want from us. We markets have a 
lot of things to do, we so many responsibilities to attend to. We don’t want to spend our whole time on 
worrying if the company will change or not because the truth is. Business is just part of our lives, We 
will not suffer if they don’t change but they will if they not because business is their life and no matter 
what happens it will be their responsibility. IF we really think about the quote “who needs whom” we 
would end up by saying that they need us, because for us it is not re life but for them it is their life. So 
they need it more than us. But come to think of it, we also need them but not as much as they need us. 
So I guess we all know the answer now. 
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 We have real power and we know it. If you don't quite see the light, some other outfit will come 
along that's more attentive, more interesting, more fun to play with. 
It said in the previous thesis and we already know the answer to the question “who needs whom?”. By 
knowing the answer we now know that have a power over them, because they need us more than we 
need them. What am I saying here is that we have the power to disregard them if we are not satisfied 
because we are sure that there will be some companies who will satisfy us but for them losing us is a 
big deal because we are their life without us they will not survive. They should pay more attention to 
this and realize it because if they don’t they will suffer and maybe worst, they would end up dead. If 
you know what I meant.  
They should be careful and treat us with care as if we are too fragile because once we are not pleased 
with them we are gone. That’s the ugly truth and they should realize it and do something about it. We 
have the power over them and we know it. I think companies should now understand that it is them 
who  need  us,  not  us  who  need  them.  We  can  easily  replace  them,  I  am  very  sure  that  there  is  a 
company who can be more attentive, more interesting and more fun to play with. After this being said, 
I think now companies will realize that they should be cautious and treat us very special because once 
that we are gone, we will never be back. 
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Even at its worst, our newfound conversation is more interesting than most trade shows, more 
entertaining  than  any  TV  sitcom,  and  certainly  more  truetolife  than  the  corporate  web  sites 
we've been seeing. 
Even if our conversation is really bad I think that it is far better than any TV sitcoms, trade shows and 
web sites that we see in the web. I am sure that conversation that are made by markets with each other 
is more interesting than any advertisement that a company can do. It is more true‐to‐life and markets 
will  not  be  confused  because  even  though  markets  speak  in  different  voices  they  speak  in  the  same 
language.  What  do  I  mean  by  that.  What  I  mean  is  that  markets  have  the  same  perspective  of  things 
they  are  on  one  side  so  it  is  very  impossible  for  them  to  misunderstood  each  other  unlike  when 
companies talk to the market they have different perspective and they are in the opposite sides.   
Our  newfound  conversation  with  the  companies  are  much  more  interesting  than  ever  before. 
Compared to the TV sitcoms and trade shows etc. It is nothing compared to what we have now. What 
we have attained is very hard to find, like in relationships it’s very hard to find the right person for you 
and it doesn’t stop from their even if you now the right person both of you still have to face the changes 
and trial along the way. I am saying this because our newfound conversation is just like this. It is like a 
relationship and even if we know we cant laid back and relaxed and don’t think about anything it is a 
continuing process that we to face. That’s what makes it interesting. 
  85 
 
Our  allegiance  is  to  ourselves—our  friends,  our  new  allies  and  acquaintances,  even  our 
sparring partners. Companies that have no part in this world, also have no future. 
Companies that doesn’t realize our part and also their part in the community will have no future their 
negligence will make them suffer and will decide what future is ahead of them. They should be careful 
and treat us with care as if we are too fragile because once we are not pleased with them we are gone. 
That’s  the  ugly  truth  and  they  should  realize  it  and  do  something  about  it.  We  have  the  power  over 
them and we know it. I think companies should now understand that it is them who need us, not us 
who need them. We can easily replace them, I am very sure that there is a company who can be more 
attentive, more interesting and more fun to play with. After this being said, I think now companies will 
realize that they should be cautious and treat us very special because once that we are gone, we will 
never be back. 
  86 
 
Companies are spending billions of dollars on Y2K. Why can't they hear this market timebomb 
ticking? The stakes are even higher. 
I don’t know why companies spend billions of dollars on something that we even won’t like at all. What 
I mean is they spend on something like the new technologies and all but all we want is them talking to 
us, having a conversation and hearing us and understand us completely. I think they should be more 
sensitive  and  attentive  with  their  markets  they  are  thinking  too  much  and  by  doing  that  the  gap 
between us and them are getting bigger and bigger. If they continue to do that they will put their selves 
in danger because if they continue our timebomb will set off and we will be gone and we will never be 
back.  
  87 
 
We're  both  inside  companies  and  outside  them.  The  boundaries  that  separate  our 
conversations  look  like  the  Berlin  Wall  today,  but  they're  really  just  an  annoyance.  We  know 
they're coming down. We're going to work from both sides to take them down. 
It is very funny that we, target markets are also part of the company, because we are employed to a 
certain  company  at  thinking  that  we  don’t  even  care  at  all.  Companies  may  not  see  it  that  way,  the 
circumstances we are in now in more prevailing because we are in both side, we are from the outside 
and  yet  we  are  working  inside.  It  is  great  right.  The  world  now  is  different  when  it  comes  to  the 
business  world,  unlike  before  companies  sell  in  a  way  that  they  go  down  and  interact  with  us  like 
talking to us having some conversations thing like those. Now they think of themselves that they are so 
high and they don’t want to look down because they think that the relationship between them and us 
are strong and stable.  
  88 
 
To  traditional  corporations,  networked  conversations  may  appear  confused,  may  sound 
confusing. But we are organizing faster than they are. We have better tools, more new ideas, no 
rules to slow us down. 
Because  of  the  fast  changing  technology  today,  it  made  us  connected  with  each  other.    One  perfect 
example  of  this  said  technology  is  the  web.  It  is  so  easy  to  access  the  web  with  just  a  click  you  can 
connect with the world. There so many things that we can do in the Internet or the web it made our life 
so easy and make things faster than ever before. Some examples are, today we don’t use mails anymore 
to send someone a message, now we have emails it is more faster than mailing someone the old way. 
another is when you need to find or to look for something about anything, now you can just google it 
and  you  can  have  it  unlike  before  you  really  have  to  search  for  a  book  or  what  just  to  get  some 
information  about  things.  Another  technology  that  greatly  affects  us  is  mobile  phones  it  made  our 
communication world more open and easy to access.  No matter where you are in the world we can 
contact each other by just using our fingers another great thing about mobile phones nowadays is that 
you can access the web through them. How cool is that. I think there is no way so slow us down with 
this kind of tools that will help us, the more ideas we will have in mind. 
  89 
 
We are waking up and linking to each other. We are watching. But we are not waiting. 
Now we are awake and linking with one another by talking to each other and with the tools that we 
have are much more capable of knowing things. Like when we want to buy a product or avail a service 
from a company we don’t easily buy and decide right away. We do canvassing, we ask people and with 
the help of the Internet we can know more about the products. After doing that I think we can already 
decide whether to buy it or not because we can know already if it is our money’s worth.  
We  don’t  want  to  spend  our  whole  time  on  worrying  if  the  company  will  change  or  not  because  the 
truth is. Business is just part of our lives, We will not suffer if they don’t change but they will if they not 
because business is their life and no matter what happens it will be their responsibility. IF we really 
think about the quote “who needs whom” we would end up by saying that they need us, because for us 
it is not re life but for them it is their life. So they need it more than us.  
  90 
 
 
 
 
 
 
BOOK REVIEWS 
  91 
 
The Cluetrain Manifesto 
Chapter 1 
Internet Apocalypso 
 
Internet Apocalyso talks about how the Internet changes our world today. That The Internet 
is powerful and it is also a good tool for us to make our lives easier. Imagine if the Internet 
doesn’t exist. What would happen to us?  Some people just couldn’t live without the Internet, 
it somehow became our basic necessity. Without the Internet our life would be so hard and 
businesses  would  run  very  slow.  Imagine  a  company  that  needs  a  file  so  urgent  but  they 
can’t receive it because they have to mail it first. We cannot also communicate the way we do 
now  if  the  Internet  doesn’t  exist.  We  cant  update  our  selves  on  what’s  going  in  the  world 
today, like the latest trends, we will never know what is the newest thing to come and other 
things  like  that  in  short  we  will  not  be  updated.  Another  thing  is  that  when  we  have  to 
research we can’t easily get the things we need to know if we don’t have the internet, we’ll 
have to go to a library to find a material for us to know what we want that is just so hard to 
do and it would take a lot of time. We just have to face the truth that we cannot live without 
the Internet because there are so many things that we need that the Internet has to offer. 
  92 
 
Chapter 2 
The Longing 
 
This chapter talks about how the people/markets want to change how the company perceive 
them.  They want the companies to understand what they really want and also they want the 
companies to listen to them so that they would feel that they are important. Markets want to 
feel  that  the  focus  on  the  company  is  on  them,  because  basically  the  markets  are  the 
lifeblood  of  the  company  without  them  companies  would  not  survive.  I  think  what  the 
markets want is not that hard for the company to do, why not do something for the people 
who makes you alive. What the markets want is so simple they just want to be understood 
and to be heard that’s it. The companies just need to lower their selves and meet what the 
people  want.  Simple  things  like  these  can  make  a  very  huge  change  in  our  community.  It 
would  be  very  nice  if  the  relationship  of  the  markets  and  the  companies  are  so  open  and 
true.  Everyone  would  benefit  from  everybody,  no  one  would  feel  that  they  are  just  being 
used by someone.  
  93 
 
Chapter 3 
Talk is cheap 
  
This chapter talks about talk is cheap. Let me explain further, how can talk be cheap? Imagine 
your self, talking in a crowd and they just don’t want to listen. I guess you will feel that you are 
non‐sense  and  of  course  the  words  that  you  say  are  meaningless.  I  am  sure  we  already 
experienced  talking  to  someone  and  he/she  is  not  listening.  This  is  when  the  talk  becomes 
cheap, when no one is listening to what you are saying. That’s why companies should not let 
this happen, they should put attention to what the markets are saying they should listen very 
carefully  and  understand  the  market.  They  should  lower  their  selves  down  and  meet  at  a 
certain  point  where  they  can  fully  understand  each  other.  By  doing  this  I  think  that  talking 
will  not  become  cheap  anymore  and  we  will  value  what  others  are  trying  to  say  to  us.
  94 
 
Chapter 4 
Markets are conversations 
Communication is one of the most important things in the world now days and the types of 
communications now are very easy and in many ways. You can communicate through your 
mobile  phone  that  most  of  us  people  use,  computers  we  can  go  online  and  communicate 
anywhere in the world. Communication is not impossible now and it is very easy, since we 
use it every day.  Companies took this as an advantage in making markets. In just listening in 
the conversation of people or just communicating with them companies will know what are 
the needs of what the people want or need. 
 
For a company to be successful they need to communicate and make conversations with the 
people/  clients.  They  need  to  know  what  are  the  needs  of  their  clients  and  also  what  they 
need  to  provide  service  to  their  clients.    In  short  conversation  is  like  the  life  of  marketing, 
because you cannot market something without talking to someone or if you don’t listen and 
know  what  they  want.    One  of  the  most  popular  ways  of  companies  to  communicate  with 
their  clients  is  through  advertisement.    In  advertising  they  make  their  service  or  product 
made known to their target markets and it can even make it popular. They can also get feed 
back  from  their  advertisement.  With  this  being  said,  conversations  are  indeed  plays  a  big 
role in marketing, because if we don’t communicate we will have no markets.  
  95 
 
Chapter 5 
HYPERLINKED ORGANIZATIONS 
 
In  this  chapter,  it  is  said  that  organizations  are  somehow  related  to  each  other.  It  is  like  a 
spider web they are all connected even though they are far apart from each other. They may 
not  be  directly  related  but  I  am  sure  that  they  are  linked  in  a  way  and  they  will  meet  a 
certain point. What connect them with each other are, conversations. Of course markets and 
markets  are  connected  with  each  other  companies  and  companies  are  linked  and  also  the 
most  important  organization  that  needs  to  be  linked  is  the  market  and  the  company.  As  I 
said  before  they  are  connected  thru  conversation.  They  talk  to  one  another  in  many  ways 
like when they pass by each other they can talk thru word of mouth, another is that they can 
use  the  Internet,  and  also  they  can  use  the  intranet.  Let  me  put  it  this  way,  Hyperlinked 
organizations  are  like  one  circle  of  friends  hanging  out  with  each  other.  They  will  have 
conversations and tell story and experienced they have, funny thing about it is that one is not 
finished  talking  or  telling  his  story  another  would  talk  and  tell  his/her  story.  What  I  am 
trying to say here is that hyperlinked markets are groups of friends they will talk and talk 
and talk and talk and talk. Bottom line is conversations will be endless.  
  96 
 
Chapter 6 
EZ ANSWERS 
 
 
This chapter was simply just a summary of the other chapters before this one. The new topics 
discussed in this part are the possible hesitations that may occur once people shift to the web. 
It’s  a  new  ground  for  most  of  the  people  back  then  and  clearly,  when  one  steps  to  another 
territory, there will be testing‐the‐waters and checking if they can live through this lifestyle. 
Yet, change is inevitable. This is where we cannot control how it comes into our lives. 
 
“We’ve been hating our jobs for generations.” Is one of the quotes I remembered the most. It 
simply shouts out how we long for something new, how we want innovation. The bottomline 
is simple ‐ we should learn based not on answers, but on the questions that are taken from the 
human  voice.  For  through  these  questions,  we’re  able  to  make  conversations,  and  in 
conversations, we give results that are unbiased, free, and straightforward. 
 
I have learned that businesses really do have to reach out in the World Wide Web and call on 
to  their  market  by  addressing  them.  Still,  not  all  will  be  called,  as  they  have  to  accept  that 
people  do  have  time  on  their  hands  and  they  plan  to  spend  it  wisely.  Therefore  businesses 
should be able to have that edge and that factor that makes them stand out from every other 
company in the web. 
 
The  world  is  evolving  right  now.  There  are  many  plans  to  grow,  many  websites  to  develop, 
software to build – the list goes on. All companies really have to ask themselves is this – what 
can I do to call on people’s attention? How can I be better? – and once they solve this, they will 
live for a long, long time. 
 
  97 
 
Chapter 7 
POST_APOCALYPSO 
 
 
This chapter as an ending made my awe for the Cluetrain Manifesto go away. How could they 
end with such a chapter, telling us that they didn’t really mean or care about what they just 
said? It was like after reading the whole book, they take away all that they’ve said and they’re 
telling  you  right  away  that  the  things  you  just  learned  weren’t  exactly  100%  true.  I  don’t 
believe  that.  I  believe  and  agree  on  every  word  I’ve  written,  every  phrase  I’ve  said,  every 
sentence I uttered. 
 
After reading the 95 theses, I honestly was amazed by how unique the ideas introduced were. 
There  were  stuff  there  that  I  didn’t  realize  as  much  and  I  was  really  thankful  because  upon 
entering the business world, the knowledge we gained was priceless. Yet, saying that there are 
no “solutions” at the end of it all, when in fact the solutions they’ve redundantly written in the 
previous chapters were actually “solutions” that they could’ve placed redundantly yet again in 
the last chapter. If they wanted us to think this way, then they should have stated this in the 
other theses a long time ago. 
 
Yet  I  admit,  the  book  was  a  little  redundant.  Reading  the  95  theses  is  the  short‐cut  or  the 
summary  to  the  long  story.  You  just  have  to  analyze  the  stuff  you’re  reading  and  you’ll  be 
surprised  with  what  you’ll  learn.  That’s  it,  maybe...  there  are  just  so  many  things  to  learn 
about  businesses  and  markets.  Whatever  this  last  chapter  says,  I’ll  always  treasure  the 
knowledge I earned. It is forever priceless. 
  98 

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Markets are conversation

Hierarchy can be defined as a system of people or things arranged in a graded order. It is

As a result, the communication line is left disjoint in some respects, therefore

It is woefully ridiculous how some organizations prefer to keep the knowledge-dense

There is a world of difference between hierarchy and bureaucracy. Hierarchy is inherent in

Communication is the lifeblood of an organization. It is a widely accepted fact, and yet it is

If the duty of HR and various administrative personnel of an organization to handle the

We all  know  that  companies  fall short when it  comes  to communicating  with  their markets.

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Business Innovation

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Markets are conversation

Hierarchy can be defined as a system of people or things arranged in a graded order. It is

As a result, the communication line is left disjoint in some respects, therefore

It is woefully ridiculous how some organizations prefer to keep the knowledge-dense

There is a world of difference between hierarchy and bureaucracy. Hierarchy is inherent in

Communication is the lifeblood of an organization. It is a widely accepted fact, and yet it is

If the duty of HR and various administrative personnel of an organization to handle the

We all know that companies fall short when it comes to communicating with their markets.

You might also like

We all  know  that  companies  fall short when it  comes  to communicating  with  their markets. 