Prooving the Cluetrain

The Cluetrain Manifesto is nearly four years old; an enternity in today's world which moves a warp speed 9. But it is this passing of time that proves just how correct the Cluetrain was (IS), and how they future is panning out just like Rick Levine, Chris Locke, Doc Searles, and Dave Weinberger said it would.

Case in point; the Kryptonite Story. Here is Hugh McLeod's great little summation of how this saga unfolded:

DAY ONE:

KRYPTONITE: Our bike locks are the best.
THE MARKET: Yes, your bike locks are the best.

DAY TWO:

KRYPTONITE: Our bike locks are the best.
THE MARKET: Yes, your bike locks are still the best.

DAY THREE:

KRYPTONITE: Our bike locks are the best.
THE MARKET: Ummm... yeah I'm sure they are, but what's all this about some recent video on the net that's supposed to show how you can crack your locks in 10 seconds using a simple Bic ballpoint pen?

DAY FOUR:

KRYPTONITE: Our bike locks are the best.
THE MARKET: Hey, I just saw that video on a friend's website. And I'm kinda ticked off because I just paid $60 for one of your new locks 3 weeks ago, and I'm wondering if a Bic pen can crack my lock or not... does the pen crack all Kryptonite locks or just one or two models?

DAY FIVE:

KRYPTONITE: Our bike locks are the best.
THE MARKET: Hey, I just visited your website and saw no mention of the Bic pens. What the hell are you doing about it? Are you going to fix the locks? Are you going to give me a refund?

DAY SIX:

KRYPTONITE: Our bike locks are the best.
THE MARKET: No, they're not. You guys are assholes.

So what was the final outcome? How did Kryptonite address the problem? Did they fix the lock in the end? I have no idea. I'm just assuming their locks continue to suck. I suppose I could go visit the company website for more info, but... Eh. I can't be bothered. I'm just assuming it'll have the usual bullshit PR when I get there. "

So without warning, Kyptonite's market got smarter and faster than they did. And it only took a couple of days to unleash the full wrath....But they could have stopped it, halted it all dead in their tracks.

Wind the clock back four years and this is what Cluetrain had to say:

MARKETS ARE CONVERSATIONS

The INTERNET is enabling CONVERSATIONS among human beings that simply where not possible in the era of mass media

Markets are getting SMARTER, MORE INFORMED, MORE ORGANISED

People in networked markets have figured out that the get FAR BETTER INFORMATION & SUPPORT from ONE ANOTHER than vendors.

There are NO SECRETS. The networked market knows MORE than companies do about their OWN PRODUCT. And whether the news is GOOD or BAD, THEY TELL EVERYONE

If only Kryptonite had joined in with their customers on the conversation... I bet they will from now on (I bet they also know what a blog is now, too!)

(If you haven't read Cluetrain, get it and read it. If you have already read it, read it again (its urgent); it will make more sense this time around.)

Comments

[Dan Keldsen]

Bravo, and absolutely agree. For those who need a way to keep an eye on 'the market' and what conversations are happening about your company, fire up some google alerts and make sure someone is paying attention to that stream. Also, for far higher-end needs, take a look at the likes of Intelliseek's solutions in this area.

Also, you can read The Cluetrain Manifesto for free from the website of the same name.

I'd highly recommend reading James Surowiecki's 'The Wisdom of Crowds' as well. Between that, Cluetrain, and 'The Tipping Point' by Malcolm Gladwell, those should really open up your (and your executives/marketers/salespeople) eyes to modern living in the information age.

[shannon]

Hi Dan,
Thanks for dropping by, and for the reading tips. I have read Tipping Point and agree with your sentiments. As for The Wisdom of crowds, I ordered a copy this morning!