The Cluetrain Manifesto (10th Anniversary Edition)
Here are some questions to add more nuance and rigor around the potential for GTC in your company:
- Who is in our community and why are they here? Who is not in the community?
- What value will we create for the community, whether or not they are paying customers?
- What value will the members provide each other?
- How will we listen, talk to, and be direc
Patrick Woods • Community ≠ Marketing: Why We Need Go-to-Community, Not Just Go-to-Market
Purpose-driven firms are radically rethinking sourcing practices, product design, value chains, and so on, and that’s to be celebrated. But while they do these things for us, behind the counter, they’re all too often still thinking of and communicating to people as Consumers – and contributing massively to those 3,000 messages a day, to that underl
... See moreBrian Eno • Citizens: Why the Key to Fixing Everything is All of Us
We've gone too far with one-to-one marketing : seeing customers as isolated individuals.
Douglas Atkin • Amazon.com. Spend less. Smile more.
What happens if we turn the old model inside out and have the audience/customers in charge? They would be Toffler’s prosumers—consumers who were producers. As innovation expert Larry Keeley once observed: “No one is as smart as everyone.”