January 2009

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Cluetrain Ch 1

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Cluetrain Ch 2 And 3

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Just go buy this damn book: The Cluetrain Manifesto: The End of Business as Usual.


I’m using it for a new course I’m teaching on Music Marketing.

Can you imagine? A course on music marketing, huh. Fuck. Should just call it, “Give Up.”

Alas, music marketing it is.

Of course, the books I’ve chosen, Cluetrain, Herd: How to Change Mass Behaviour by Harnessing Our True Nature, and Made to Stick: Why Some Ideas Survive and Others Die never really address music at all.

What ties them together is a belief that traditional marketing/PR is totally dead/worthless.

So, what to do? Give up? Nah.

Build a Tribe, of course. Start thinking in terms of markets being conversations. Start creating social objects.

Start doing the Straddle (Do bear The Straddle in mind should you flip through the embedded powerpoint slides below).

Fortunately for my students, it won’t just be me prattling on about marketing. I’ve already enlisted the help of the best the College of Business has to offer, Dr. Kendra Reed, and I’m looking forward to more of my colleagues chiming in.

Also, I’m going to get me some experts in the field to join the conversation: I’m looking at you Billy O’Connell.

The amazing thing about the book is that while it was written several years ago, it was pretty much on target about everything. It’s interesting to read certain ideas, and see that they’ve materialized. I read along going, “Yeah, that’s blogs; that’s Twitter, etc.”

It’s not all right; there’s a lot of talk of intranets, which (unless I’m out of it) seem to not really be terribly relevant today.

Perhaps the coolest/most horrifying thing is just how relevant it still is: I’d say there are maybe a handful of companies who are doing what they’ve suggested (and, they’re of course killing it), while most are still operating in the same way they did when the book came out (2000).

To give you a sense of what I’m on about, I’ve embedded my powerpoint slides from the first two lectures. Basically, I’m just grabbing the key points in the Cluetrain. Of course, in the classroom we pull these ideas apart, and discuss them. I’ll leave you to do that yourself.

Oh yeah, buy (or download) the book.

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