Vertsol Theses3 Powerpoint Slides
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The document discusses the need for companies to genuinely connect with customers instead of using superficial tactics like boastful claims or public relations. It suggests companies should come down from their "ivory towers" and speak to people in a humble, straightforward way using language the public can relate to, in order to build real relationships instead of walls. Marketing should not be based solely on fear of transparency but on understanding what customers truly care about.
Vertsol Theses3 Powerpoint Slides
- 1. The Cluetrain Manifesto: 22-28 Theses Submitted by: Francis Guison VERTSOL OOA
- 2. 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. Humor has meaning in the eyes of people. The function of humor in the corporate world.
- 3. 23. Companies attempting to "position" themselves need to take a position. Optimally, it should relate to something their market actually cares about. Company must know where to position themselves. If they want to be in the good position. Do the best they can.
- 4. 24. Bombastic boast—"We are positioned to become the preeminent provider of XYZ"—do not constitute a position. Companies with “Bombastic boast” is not in worth to be in the position. Bombastic boast are negative to peoples mind
- 5. 25. Companies need to come down from their Ivory Towers and talk to the people with whom they hope to create relationships. Companies need to think their people. Companies get power from the people as their primary customer.
- 6. 26. Public Relations does not relate to the public. Companies are deeply afraid of their markets. Public relation is only a function of the company. People are sensitive. That’s why the companies are afraid to them.
- 7. 27. By speaking in language that is distant, uninviting, arrogant, they build walls to keep markets at bay. Can separate markets from people. Negative words / language of companies.
- 8. 28. Most marketing programs are based on the fear that the market might see what's really going on inside the company. People as number 1 challenger of Market. Market as primary role in the company.