Jure Vižintin

61. Žal je del podjetja, s katerim želijo govoriti omreženi trgi, navadno skrit za dimno zaveso propagandnega govora, ki zveni umetno – kar navadno tudi je.

62. Trgi ne želijo govoriti s propagandisti in predstavniki za stike z javnostmi. Sodelovati želijo v pogovorih, ki se dogajajo za požarnimi zidovi.

63. Razkrinkati, poosebiti: Mi smo ti trgi. Želimo govoriti z vami.

64. Hočemo vpogled v vaše korporativne informacije, načrte, strategije, vaše najboljše misli in avtentično znanje. Ne bomo se zadovoljili z barvnimi brošurami in vsebinsko praznimi spletnimi mesti natrpanimi z grafičnimi sladkorčki.

65. Mi smo tudi delavci, ki poganjajo vaša podjetja. S strankami hočemo govoriti z lastnimi glasovi, ne pa po scenarijih polnih puhlic.

66. Kot trgi in kot delavci smo siti, da dobivamo informacije na daljavo. Zakaj rabimo brezoblična letna poročila in neodvisne tržne raziskave, da se spoznamo drug z drugim?

67. Kot trgi in kot delavci se sprašujemo, zakaj nas ne poslušate? Kot da govorimo različne jezike.

68. Napihnjeni samopoveličevalni žargon, s katerim opletate – v tisku, na vaših konferencah – kaj ima to opraviti z nami?

69. Mogoče navdušujete svoje investitorje. Mogoče navdušujete Wall Street. Vsekakor ne navdušujete nas.

70. Če ne navdušujete nas, bodo vaši investitorji potonili. Kaj ne razumejo tega? Če bi, vam ne bi dovolili govoriti na ta način.

71. Od vaših idej o »trgu« nam posteklenijo oči. Ne prepoznamo se v vaših projekcijah – verjetno zato, ker smo že zdaj nekje drugje.

72. Veliko bolj nam je všeč ta novi trg. Pravzaprav ga sami ustvarjamo.

73. Tudi vi ste povabljeni, vendar je to naš svet. Sezujte se na pragu. Če hočete barantati z nami, morate sestopiti s kamel.

74. Imuni smo na oglaševanje. Pozabite na to.

75. Če hočete, da govorimo z vami, nam najprej kaj povejte. Naj bo za spremembo kaj zanimivega.

76. Tudi mi imamo par idej za vas: nova orodja, ki jih potrebujemo, nove storitve. Stvari, za katero smo pripravljeni plačati. Imate minuto?

77. Prezaposleni ste s poslom, da bi odgovarjali na našo e-pošto? Oh, joj, oprostite, se vrnemo kasneje. Mogoče.

78. Hočete naš denar? Mi pa hočemo vašo pozornost.

79. Hočemo, da odvržete svoje maske, izstopite iz svoje nevrotične samozagledanosti in se pridružite zabavi.

80. Brez skrbi, še vedno lahko pridelujete denar. Vsaj dokler to ni vaš edini cilj.

81. Ste opazili, kako je denar v resnici enodimenzionalen in dolgočasen. O čem se še lahko pogovarjamo?

82. Vaš izdelek je pokvarjen. Zakaj? Radi bi govorili s človekom, ki ga je naredil. Vaša poslovna strategija nima smisla. Radi bi podebatirali z vašo direktorico. Kako to mislite, »ni dosegljiva«?

83. Hočemo, da nas 50 milijonov jemljete vsaj tako resno, kot enega novinarja Wall Street Journala-a.

84. Poznamo nekaj ljudi iz vašega podjetja. Na internetu so prav kul. Skrivate še kaj takih? A se lahko pridejo igrat z nami?

85. Kadar imamo kaka vprašanja, jih rešujemo drug z drugim. Če vi ne bi tako trdo vladali »svojim ljudem«, bi se mogoče obrnili na koga od njih.

86. Kadar nismo zaposleni kot vaša »ciljna skupina«, smo številni v bistvu vaši ljudje. Raje se pogovarjamo s prijatelji, kot pa da gledamo na uro. Vaše ime lahko razširimo bolje, kot vaše potratno spletno mesto. Vi pa nam pravite, da je komuniciranje s trgi delo »strokovnjakov za trženje«.

87. Radi bi, da bi tudi vi dojeli, kaj se dogaja. To bi bilo res fino. Ne mislite pa, da komaj čakamo.

88. Imamo pametnejše delo, kot pa skrbeti, če se boste dovolj hitro spremenili, da bi obdržali posel z nami. Posel je samo del naših življenj. Zdi pa se, da je vse v vašem življenju. Pomislite: Kdo potrebuje koga?

89. Mi imamo resnično moč in tega se zavedamo. Če se ne znajdete najbolje, se bo pojavil nekdo drug, ki bo bolj pozoren, bolj zanimiv in bolj zabaven.

90. Še kadar je najslabši, je naš novonastali pogovor bolj zanimiv, kot večina sejmov, bolj zabaven, kot katerakoli nadaljevanka in bolj resničen, kot vsa korporativna spletna mesta, ki smo jih doslej videli.

91. Zvesti smo samim sebi – prijateljem, našim novim zaveznikom, znancem, celo svojim borilnim partnerjem. Podjetja, ki niso del tega sveta, nimajo prihodnosti.

92. Podjetja zapravljajo milijarde za priprave na Y2K. Zakaj ne slišijo tiktakanja peklenskega stroja trga? Vložki so še višji.

93. Smo povsod, v podjetjih in zunaj njih. Meje, ki ločujejo naše pogovore se zdijo kot Berlinski zid, v resnici pa so samo nadloga. Vemo, da padajo. Na tem delamo z obeh strani.

94. Tradicionalnim podjetjem omreženi pogovori izgledajo in zvenijo zmedeno. Vendar se mi organiziramo hitreje kot oni. Imamo boljša orodja, več idej in nobenih pravil, ki bi nas upočasnjevala.

95. Prebujamo se in povezujemo. Gledamo vendar ne čakamo.

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61. Sadly, the part of the company a networked market wants to talk to is usually hidden behind a smokescreen of hucksterism, of language that rings false—and often is.

62. Markets do not want to talk to flacks and hucksters. They want to participate in the conversations going on behind the corporate firewall.

63. De-cloaking, getting personal: We are those markets. We want to talk to you.

64. We want access to your corporate information, to your plans and strategies, your best thinking, your genuine knowledge. We will not settle for the 4-color brochure, for web sites chock-a-block with eye candy but lacking any substance.

65. We’re also the workers who make your companies go. We want to talk to customers directly in our own voices, not in platitudes written into a script.

66. As markets, as workers, both of us are sick to death of getting our information by remote control. Why do we need faceless annual reports and third-hand market research studies to introduce us to each other?

67. As markets, as workers, we wonder why you’re not listening. You seem to be speaking a different language.

68. The inflated self-important jargon you sling around—in the press, at your conferences—what’s that got to do with us?

69. Maybe you’re impressing your investors. Maybe you’re impressing Wall Street. You’re not impressing us.

70. If you don’t impress us, your investors are going to take a bath. Don’t they understand this? If they did, they wouldn’t let you talk that way.

71. Your tired notions of “the market” make our eyes glaze over. We don’t recognize ourselves in your projections—perhaps because we know we’re already elsewhere.

72. We like this new marketplace much better. In fact, we are creating it.

73. You’re invited, but it’s our world. Take your shoes off at the door. If you want to barter with us, get down off that camel!

74. We are immune to advertising. Just forget it.

75. If you want us to talk to you, tell us something. Make it something interesting for a change.

76. We’ve got some ideas for you too: some new tools we need, some better service. Stuff we’d be willing to pay for. Got a minute?

77. You’re too busy “doing business” to answer our email? Oh gosh, sorry, gee, we’ll come back later. Maybe.
78. You want us to pay? We want you to pay attention.

79. We want you to drop your trip, come out of your neurotic self-involvement, join the party.

80. Don’t worry, you can still make money. That is, as long as it’s not the only thing on your mind.

81. Have you noticed that, in itself, money is kind of one-dimensional and boring? What else can we talk about?

82 Your product broke. Why? We’d like to ask the guy who made it. Your corporate strategy makes no sense. We’d like to have a chat with your CEO. What do you mean she’s not in?

83. We want you to take 50 million of us as seriously as you take one reporter from The Wall Street Journal.

84. We know some people from your company. They’re pretty cool online. Do you have any more like that you’re hiding? Can they come out and play?

85. When we have questions we turn to each other for answers. If you didn’t have such a tight rein on “your people” maybe they’d be among the people we’d turn to.

86. When we’re not busy being your “target market,” many of us are your people. We’d rather be talking to friends online than watching the clock. That would get your name around better than your entire million dollar web site. But you tell us speaking to the market is Marketing’s job.

87. We’d like it if you got what’s going on here. That’d be real nice. But it would be a big mistake to think we’re holding our breath.

88. We have better things to do than worry about whether you’ll change in time to get our business. Business is only a part of our lives. It seems to be all of yours. Think about it: who needs whom?

89. We have real power and we know it. If you don’t quite see the light, some other outfit will come along that’s more attentive, more interesting, more fun to play with.

90. Even at its worst, our newfound conversation is more interesting than most trade shows, more entertaining than any TV sitcom, and certainly more true-to-life than the corporate web sites we’ve been seeing.

91. Our allegiance is to ourselves—our friends, our new allies and acquaintances, even our sparring partners. Companies that have no part in this world, also have no future.

93. We’re both inside companies and outside them. The boundaries that separate our conversations look like the Berlin Wall today, but they’re really just an annoyance. We know they’re coming down. We’re going to work from both sides to take them down.

92. Companies are spending billions of dollars on Y2K. Why can’t they hear this market timebomb ticking? The stakes are even higher.

94. To traditional corporations, networked conversations may appear confused, may sound confusing. But we are organizing faster than they are. We have better tools, more new ideas, no rules to slow us down.

95. We are waking up and linking to each other. We are watching. But we are not waiting.

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