Jure Vižintin

21. Podjetja se morajo sprostiti in postati manj resnobna. Pridobiti si morajo smisel za humor.

22. Smisel za humor ne pomeni objaviti nekaj šal na svojem spletnem mestu. Zahteva pa visoke vrednote, nekaj ponižnosti, neposreden govor in avtentična stališča.

23. Podjetja, ki se trudijo “pozicionirati” morajo zavzeti pozicijo. Optimalno naj se navežejo na tisto, kar njihovim trgom nekaj pomeni.

24. Bombastična širokoustenja - “Pozicionirani smo, da postanemo največji dobavitelj za XYZ” – niso osnova za dobro pozicijo.

25. Podjetja se morajo spustiti s svojih slonokoščenih stolpov in spregovoriti z ljudmi, s katerimi želijo vzpostaviti odnose.

26. Odnosi z javnostmi nimajo odnosa do javnosti. Podjetja se na smrt bojijo svojih trgov.

27. Z vzvišenim, neprivlačnim in arogantnim jezikom gradijo zidove, s katerimi držijo trge na varni razdalji.

28. Večina tržnih strategij je osnovanih na strahu, da bi trgi lahko spregledali, kaj se v resnici dogaja v podjetju.

29. Elvis je lepo povedal: »Ne moreva skupaj naprej ob tako sumničavih mislih.«

30. Zvestoba blagovni znamki je korporativna verzija resne zveze, pa vendar je ločitev neizogibna – in prihaja hitro. Ker so omreženi, lahko pametni trgi spreminjajo zveze s svetlobno hitrostjo.

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21. Companies need to lighten up and take themselves less seriously. They need to get a sense of humor.

22. Getting a sense of humor does not mean putting some jokes on the corporate web site. Rather, it requires big values, a little humility, straight talk, and a genuine point of view.

23. Companies attempting to “position” themselves need to take a position. Optimally, it should relate to something their market actually cares about.

24. Bombastic boasts—”We are positioned to become the preeminent provider of XYZ”—do not constitute a position.

25. Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships.

26. Public Relations does not relate to the public. Companies are deeply afraid of their markets.

27. By speaking in language that is distant, uninviting, arrogant, they build walls to keep markets at bay.

28. Most marketing programs are based on the fear that the market might see what’s really going on inside the company.

29. Elvis said it best: “We can’t go on together with suspicious minds.”

30. Brand loyalty is the corporate version of going steady, but the breakup is inevitable—and coming fast. Because they are networked, smart markets are able to renegotiate relationships with blinding speed.

The Cluetrain Manifesto - www.cluetrain.com