これまでのビジネスのやり方は終わりだ―あなたの会社を絶滅恐竜にしない95の法則 単行本 – 2001/3
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(日経コンピュータ 2001/05/07 Copyright©2000 ブックレビュー社.All rights reserved.)
Expanding on ideas and insights first nailed up on the Web, The Cluetrain Manifesto both signals and explores a sea change already nearing flood tide in today's wired world. Through the Internet, people are discovering new ways to share relevant knowledge with blinding speed. As a result, markets are getting smarter than most companies. Whether management understands it or not, networked employees are an integral part of these borderless conversations. Today, customers and employees are communicating with each other in language that is natural, open, direct and often funny. Companies that aren't listening to these exchanges are missing a dire warning. Companies that aren't engaging in them are missing an unprecedented opportunity. --このテキストは、オンデマンド (ペーパーバック)版に関連付けられています。商品の説明をすべて表示する
著者たちは、この図式が現実社会ですでに崩れ始めているさまざまな兆しについて語っています。 ビジネスの論理がどうあろうと、私たちは人間的な会話なしでは生きられません。 興味深いことに、近代的な組織化された (institutionalized) やり方を無視して、それぞれの関係者が枠組みの外側で個人として活動したときにより意味深い顧客満足が提供できるというパラドックスがここにあります。 一つの例 - 自動車のトラブルにかんする販売店 A の対応についてネットの掲示板で苦情を述べる人に対して、販売店 B の現役技術者 C が個人として販売店 A の立場を代弁し、心理的サポートを提供。 この場合、販売店 A/B は技術者 C が顧客満足に向上していることを知りません。 ネットの掲示板では個人としての肉声がとびかいますが、伝統的なビジネスはこれを管理も奨励もできません。
ネットで顧客と提供者がより緊密につながると、組織化された (organized) 言葉でしか話さない人たちからは顧客は離れていくでしょう。 今日の「プロ」とか「ビジネス」の意味の根本的な社会的変化をここから感じることのできる人たちに、私はこの本をお勧めします。 (原著の英語は、ユーモアとウィットあふれる、簡潔で読みやすくテンポのよい口語調ですので、口語体のアメリカ英語を勉強している人にもお勧めです。)
Some of the information is slightly outdated, some of the sections are plain wacky, but it's an interesting work nonetheless, especially if you're into marketing.
Although I don't have an ecommerce site, the exhibitor's letter began, "By now you have had time to evaluate your Internet sales numbers from last quarter and hopefully you met and beat them." The letter was insulting by violating simple etiquette and unauthentic because it showed total ignorance of my business. The letter began "Dear David." Can't you hear Andy Rooney saying, "Does it ever bother you when people you've never met, and aren't sure you want to know call you by your first name right off the bat?" The letter writer thinks that using first names personalizes a letter. But first names are properly an acknowledgment of personhood. I'm not a person to that letter writer. I'm just a string of 0's and 1's in his database. I'm no more a real person to him than are website visitors analyzed by his company's personalization software. This company doesn't know what personalization is about. Its shtick is depersonalization, a corporate perversity The Cluetrain Manifesto rails against.
Cluetrain is the product of marketing specialists Rick Levine, Chris Locke, Doc Searles and David Weinberger who posted 95 theses on the virtual doors of the Internet, indicting the corporate world for exercising unforgivable arrogance in the marketplace, and suddenly were getting thousands of hits daily. Perseus Books quickly came up with a handsome offer for Cluetrain, the book. These putative Four Horsemen of the Internet Apocalypse that will lay flat the walls of the Old Economy declare that business no longer controls the marketplace. Their Sixth Thesis counsels "The Internet is enabling conversations among human beings that were simply not possible in the era of mass media," then business is warned by the Seventh Thesis: "Hyperlinks destroy hierarchy." Hierarchies rank people and restrict information flow because information access is a function of rank. Hyperlinks democratize information flow, nullifying the main offensive weapon that hierarchies depend on to remain hierarchies.
Most leaders in Old Economy hierarchies see the Internet as just a new product distribution channel. They don't realize that the Internet is a new conversation channel that greatly amplifies the voices in the marketplace. As Cluetrain's First Thesis states, "Markets are conversations."
If you're tenaciously anchored to the Old Economy, the First Thesis's real meaning might not click in at first. But work at it. Make it the opening topic of your next staff meeting. With persistence, you'll see what it means. Suddenly you'll find yourself at the gateway to a much different world, kind of like when Dorothy stood in the ordinariness of her tornado-tossed black and white Kansan house and first beheld the splendiferously colorful glory of Oz.
Cluetrain's authors are not wet-behind-the-ears webheads, but seasoned businessmen who grew tired of mass manipulation of people, and endless trickery, cajolery and even threats to get them to buy mass produced products thrust at them by generals of mass marketing in the "battle for their minds" as Al Reis and Jack Trout characterized marketing in a book called Marketing Warfare.
Here's a military metaphor for the clueless who still define marketing with military metaphors: Cluetrain's book jacket poses a question that penetrates the mind like a smart bomb burrowing into one of Saddam Hussein's subterranean bunkers: "What if the real power of the web lay not in the technology behind it, but in the profound changes it brings to the way people interact with business?"
Wow! There's a hint of Ted Kaczynski in that question, for as a society have we not become too obsessed with technology to see our humanity? Does this blinkered view make it easier for executives and managers to be as unaware of a receptionist's or entry level worker's humanity as the personalization company who wrote me that letter was of my humanity?
Cluetrain is written write with the ink of irony. Its authors aren't looking to start anything - no Naderesque foundation to squabble endlessly with corporations, no legally constituted organism to spread their message. All they want to do is to remind us all of our humanness in such a provocative manner that their lessons stick and grow to envelop the thinking of people who run companies and make marketing decisions.
Cluetrain's authors believe that as people regain an enlivened sense of their humanity through conversations made possible by the Internet, what ever is best that could happen will happen. They abhor the idea of shackling Cluetrain thoughts to a legal incarnation that would soon lose touch with humanity in order to promote itself and its leaders.
The Cluetrain Manifesto is a way of thinking that can lead businesses toward success in the unstructured environments of the Internet. Of course, many Old Economy business leaders want their Internet operations to have palpable structure like their bricks and mortar operations have, but they won't succeed. They are like Archimedes wistfully imagining that if only he had a place to stand he could move the earth. There is no place to stand for leveraging the Internet in ways that will give anyone control over its movements.
Cluetrain portends the end of control strategies in business. The Old Economy ethos of control is being replaced by a New Economy ethos of influence. This means The Cluetrain Manifesto instantly makes whole libraries of books on marketing obsolete because they are all based on an ethos of control and written from a vendor perspective. So empty your book shelves of all the covers you have on marketing and recycle them. That's their only value now. The Cluetrain Manifesto is the only book about markets that matters, because it is the first book on markets written from the consumer perspective. Buy it, read it, and be transformed!
David Wolfe Wolfe Resources Group Reston Virginia