Manifesto: a new idea with prescriptive notions for carrying out change.
For me, social business began with the Cluetrain Manifesto.
If you are in the business of social, you need this guide.
It begins a simple declaration that, perhaps, is enough:
All markets are conversations.
There are 95 declarations, proclamations, promises, urgings.
The other thesis most profound in my work is:
10. Participation in a networked market changes people fundamentally.
I use this phrase whenever I present on enterprise social networks (ESNs). When we move towards social, there is no going back, for better or worse. We see ourselves differently, we look at colleagues differently.
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