Communication, Organization, Strategy

Authentic Conversation – Real, Simple, Honest

The opening paragraphs of the chapter titled ’95 Theses’ from The Cluetrain Manifesto: The End of Business as Usual says (taken from this page):

A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter-and getting smarter faster than most companies.

These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can’t be faked.

Remember…this was written in 1999.  Sounds a lot like what you read today about why organizations need to use Social Media.

The Cluetrain Manifesto continues (taken from the same page):

Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do.

But learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about “listening to customers.” They will only sound human when they empower real human beings to speak on their behalf.

Again….sounds like stuff I’ve read recently about the use of Social Media by organizations.

Here we are, 10 years after The Cluetrain Manifesto was written and we’re still hearing/saying the same thing.  Organizations still don’t seem to ‘get’ that their customers are human beings who are smart enough to understand when they aren’t hearing the truth from them.

Today, organizations are trying to figure out how to use Social Media to embrace their customers.  I’m all for embracing customers and using Social Media to do this and, in fact, I think it’s important and vital to the success of an organization today.

But…unless organizations change their approach to  Social Media and/or any other method/idea/tool for embracing customers, the results will be the same as every other approach.

What do organizations need to do differently?  Forget the tools. Forget Social Media (not really…but keep reading).  Forget marketing.

What organizations need to do is go back to the basics of having an Authentic Conversation with their customer.

What is an Authentic Conversation? An Authentic Conversation is one in which an organization (or person) has a simple, honest and real conversation.

Sounds good right? I think so. Of course, the idea of authentic conversations isn’t new…but it seems as if it needs to be defined again with everyone talking about Social Media.   Why?

Simple…You can spend millions of dollars building platforms and tools to use social media but if your message isn’t authentic (e.g., simple, real, honest), the money will be a waste.   Forget the money for a minute…you could get into Social Media for free and still waste your time.  Why?  Because the second your customers get a hint of un-authentic conversations, they’ll revolt….and tell all of their friends.

Organizations need to start looking at ways to have simple, real and honest conversations with their customers on whatever medium makes sense.  Do this and customers will thank and embrace you.

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About Eric D. Brown, D.Sc.

Eric D. Brown, D.Sc. is a data scientist, technology consultant and entrepreneur with an interest in using data and technology to solve problems. When not building cool things, Eric can be found outside with his camera(s) taking photographs of landscapes, nature and wildlife.
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[…] to, you’ve got to communicate in a simple, real and honest method.  In other words, have an Authentifc Conversation with your customers/clients and you’ll find that they’ll listen intently….after […]


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jamie showkeir
15 years ago

the cluetrain manifesto is still ahead of its time. great book, great blog. check out our book website apparently have a similar point of view about business, marketplace and engagement. thanks for the post.

jamie showkeir's Recent post…THE 500 PERCENT MARK UP ON A $40 MISTAKE

14 years ago

I agree that the conversations need to be authentic and real no matter what the media.But isnt it amazing how various avenues of social media have changed the way companies work and communicate?Social media marketing whether it is promoting your site or reaching out to your audience is a very powerful tool.David Plouffe’s, ( President Barack Obama’s point man on social media) innovative strategy not only got Obama elected but also managed to raise the largest amount of campaign funding in election history.At the IMD OWP 2010, David Plouffe will share his insights on the historic Obama campaign while framing… Read more »

14 years ago

#socialmedia can HUMANIZE & provide your audience with your warm perspective. Don't let monotone starve your brand.

15 years ago

New blog post: Authentic Conversation – Real, Simple, Honest


[…] Brown, E.D ( 2009) Authentic Conversation – Real, Simple, Honest Blog Post, from Retrieved […]