Lessons as Presenter Imperatives from the Cluetrain Manifesto

If you follow people like Hugh Macleod and Robert Scoble, etc., you know that we’re living in the era of “the Cluetrain.” I first read the Cluetrain Manifesto four-five years ago. One of the central ideas in the book is this: markets are conversations and companies by a large do not get that (even if their employees do). Traditional ways of mass-media marketing need to adapt or get out of the way. The keys are presenter imperatives, aren’t they?

What Cluetrain was talking about was the change in current company-to-consumer…