The Cluetrain Manifesto first slapped me in the face in 2002. I ran across this quote again just yesterday. It still stings:
The question is whether, as a company, you can afford to have more than an advertising-jingle persona. Can you put yourself out there: say what you think in your own voice, present who you really are, show what your really care about? Do you have any genuine passion to share? Can you deal with such honesty? Such exposure? Human beings are often magnificent in this regard, while companies, frankly, tend to suck. For most large corporations, even considering these questions – and they’re being forced to do so by both Internet and intranet – is about as exciting as the offer of an experimental brain transplant.”
Christopher Locke, The Cluetrain Manifesto, December 2000
It still rings true, doesn’t it – especially so soon after watching and re-watching so many Super Bowl commercials. Replace the bit about “intranet” with “social media,” and you can see how timely Locke’s message still is today.
If you catch yourself thinking or writing in the conventions of traditional marketing, I highly recommend you read or re-read it. (Oh go on, it’s free!)
Did the Manifesto affect the way you looked at marketing?
Please comment at the end of this post.
The Manifesto had been picking up steam for a couple years…