A Vertical Market Solutions Reader

A
Vertical Market Solutions

Reader
by
Giuliano Evan L. Severino
THIS WORK IS LICENCED UNDER CREATIVE COMMONS ATTRIBUTION-NON-COMMERCIAL-NO

DERIVATIVE WORKS 3.0 PHILIPPINES LICENCE
Table of Contents
I. Dedication ……………………………………………………………………………………………… 4
II. Preface …………………………………………………………………………………………………… 5
III. The Cluetrain Manifesto Book Review ……………………………………………… 6-20
• Chapter 1: Internet Apocalypso
• Chapter 2: The Longing
• Chapter 3: Talk is Cheap
• Chapter 4: Markets are Conversations
• Chapter 5: The Hyperlinked Organization
• Chapter 6: EZ Answers
• Chapter 7: Post Apocalypso
IV. Retailing by Liz Edwards – Book Review …………………………………………. 21-25
• Chapter 1: The Job
• Chapter 2: The Person
V. The Long Tail – Book Review …………………………………………………………… 26-28
VI. Web 2.0 – Book Review ………………………………………………………………….. 29-69
• Chapter 1: eBay
• Chapter 2: Internet.com
• Chapter 3: Bloglines
• Chapter 4: Ning
• Chapter 5: Technorati
• Chapter 6: Zoho
• Chapter 7: Read Write Web & Web 2.0 Workgroup
• Chapter 8: Think Free
• Chapter 9: LinkedIn
• Chapter 10: DotNetNuke
• Chapter 11: Twitter
• Chapter 12: Meebo
• Chapter 13: del.ico.us
A Vertical Market Solutions Reader
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• Chapter 14: YouSendIt
• Chapter 15: StumbleUpon
• Chapter 16: Skype
• Chapter 17: IBM Corporation
• Chapter 18: Microsoft Corporation
• Chapter 19: Sun Microsystems
• Chapter 20: Adobe Systems Incorporated
VII. The 95 Theses - Cluetrain Manifesto ………………………………………………. 70-121
VIII. Vertsol Project (Proposal for Marksman) ……………………………………... 122-137
IX. Acknowledgements ……………………………………………………………………………… 138
X. Reference …………………………………………………………………………………………….. 139

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Dedication
I would like to dedicate this book to the following
people who have been a great influence in the journey of my
life.
First of all, to my family & friends who has always been
there to support me and guide me in my life.
Second, to my professor, Paul Pajo, for who is
responsible for making me a stronger person when it comes
to doing my work. This is a lesson I will surely treasure, and
it has made me a better person, no doubt.
And lastly, to God -- my creator, thank you for giving

giving
me the strength and motivation that I most needed for the
completion of this book.
-Evan

Page 4 of 139
Preface
The Vertical Market Solutions Reader is basically a compilation of all the work
I have done in Vertical Market Solutions Subject for the Second Semester of the
school year 2008-2009, at the De La Salle - College of Saint Benilde, School of
Management and Information Technology.
This book contains my own book reviews on the following books we have
read throughout the semester. The Cluetrain Manifesto Book was the first ever book
we have read. For our second book, we were given the liberty to choose from the
various retailing books in our school’s library. I chose the book by Liz Edwards called
Retailing, which is basically a retailing guide for aspiring retailers. For our third book,
we were asked to read The Long Tail, in which I found very interesting and amusing
when our professor discussed it to our class. And lastly, we read another interesting
book called the Web 2.0, which tells us about how the evolution of the Web and its
current state today. Plus, it gives us insights from various companies like Microsoft,
IBM, Skype, Technorati, Read Write Web, etc. that have been a big influence in the
Web. For the last part of this book, I have written reflections on all The 95 Theses by
The Cluetrain Manifesto, which was completed throughout the semester.
Just a reminder to the reader, please keep in mind that everything I’ve
written in this book are my own insights and opinions. You can either agree or
disagree with me. But at least respect my opinion as I respect whatever opinions you
have. I am only nineteen years old. Whoever reads this has a great possibility of
being older than me, so please bare with me.
Thank you!

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The Cluetrain Manifesto
Book Review

Page 6 of 139
Book Review Chapter 1:
Internet Apocalypso – Christopher Locke
Book: The Cluetrain Manifesto: End of Business as usual
Library Reference: N/A
Amazon: http://www.amazon.com/exec/obidos/ASIN/0738204315/thesearlsgroup
Quote: “You set my desire, I trip through your wires.”
Okay, so first of all, I didn’t pick up this quote just because it was the first
thing I that is quoted on the first page. Believe it or not I even missed this quote at
the start. I got exited to read that I didn’t mind the little details. I only saw this when
I was like reading through or nearly finished with the chapter. So when I saw this, it
sort of like struck me that, hey, this is the quote I want. So, to start with, I chose this
basically because, it has a lot of say for the chapter itself. The chapter talks about the
Internet, which wasn’t so popular before then when people start realizing it would
be a great tool in life, everyone started using the Internet. So, basically, this quote
says it all. When the Internet set desire on everyone, everyone tripped.
Learning Expectation:
In the first ever chapter of this book (The Cluetrain Manifesto), I expect to
learn and discover the sort of overview about the book itself. In my expectations, I
wanted to know or at least have an idea of what the book is about and how it will be
as I read through the rest of the pages. Basically, from the title itself of this first
chapter, I would expect to learn about what the Cluetrain manifesto has to say about
the Internet.
Review:
The first thing that would come in to your mind as you start reading for the
first time ever would be “death”. Yes, death. As a matter of fact, the first line from
this book’s first chapter would be saying that we humans die. At first you might get
to wonder, what in the world has death got to do with any of these? I mean, yeah
sure. We all die, that’s a known fact but on this book? It is something you wouldn’t
expect. Looking at the title of the title of the first chapter itself, which is Internet
Apocalypso, you would really wonder, what in the world has death got to do with
Internet? Well, I guess that’s there way of capturing the audience attention, I don’t
know. But as you would read through the chapter, you would sort of get the idea of
why there is even a topic of death in this book. In a way, it also sort of talks about life
in a different way or approach, revolving in a specific topic, the Internet.

Page 7 of 139
The book’s first chapter contains several topics in it. Different topics but related.
Once you finish the chapter, it will all connect and make sense. Because, when after
you read the first topic and move on to the next chapter, you will come to a point
like, hey how come the topic seems a little far off from the first topic? Could it be
that they’re related? Well, I do not know for sure about the other readers who have
read this book, but for me that was the sort of thing that got in to my mind when I
moved to the next topic. But as you go along and read, you’ll get the main point.
You will see that even though these topics sort of differ from one another if you like
back off to the topics and try to look at it as a whole, you will see that they are
different topics but related as one in a chapter. I think the better way to describe it is
that, Say for example your looking at a picture stitched up together, you will notice
or rather the first thing that comes into your mind is that: Are they related? Why are
these different pictures stitched up together but they look different and not related
perhaps? Well, you’ll only get that at first but once you stand back and see the big
picture, you’ll see that it’s actually a mosaic photo.
So, in a way, it is similar when reading to the first few topics of the book’s chapter.
You’ll find it strange that suddenly the author is talking about another topic on the
next topic, or rather many topics. But if you would just zoom out, you’ll see the big
picture and it’s all related to one.
In a way, I’d say it’s brilliant. I mean the way the author did the book. Well, at least
for me though. I really like the way he did it because the author does not bore you
with talking about the same topic over and over again until the chapters done.
Instead, he sort of used different topics that when you add it all up or zoom out,
you’ll see the big picture. It’s like he used different situations in life that are useful
for the reader to understand better or more about the main topic itself. What’s also
nice about this is that the book sort of talks about life in a different way, which for
me kind of makes it interesting to read.
What I’ve learned:
I learned about the revolution of things regarding web. Specifically, the

Internet - I still do think many people may still underestimate the Internet. Like some
business people underestimate the power of the Internet they should be warned
what the Internet can impact worldwide. We should be aware of what it can do,
because it can really have a large impact that could change our lives forever.

Page 8 of 139
The Longing – David Weinberger
Quote: “The memo is dead. Long live e-mail.”
I chose this primarily because I think it has a lot in itself that talks about the
chapter. I like these quotes that says a lot about the main topic. Not that it’s short,
it’s just straight to the point. I like it that way. So, basically this quote says that gone
are the days where you write on paper or do everything physically. Welcome to the
new world.
Based on the title of the second chapter of the book itself “The Longing” it
does not actually say much. It could be anything. But as you read through, you will
see that it basically talks about the Web. So, I had in my expectation that, I was
expecting to learn more about the Web, than what I already know about it. So, in a
way, I expected that by the end of this second chapter of the Cluetrain Manifesto, I
expect to increase and perhaps gain more knowledge regarding the Web.
Review:
Okay, so the book’s second chapter was a lot faster than the first chapter,
which was quite very long. I think the second chapter was a breeze to read. It was
short, but it was straight to the point. Just the way I like it. Because I am not a fan of
things that make things long or rather useless and unnecessary things that just add
up to make it longer. So, I like it straight to the point. And that’s how I think this
chapter was when you read through it. There are not too many examples, but at the
same time, there are enough examples to get the main point or idea of the topic.
As I’ve mentioned in my review of this book’s first chapter, once you have gone
through the first topic, it sort of switched topic again. You have to like, zoom out
(like what I’ve explained in my review pf the first chapter) to get the big picture. But I
think it is not that necessary since this second chapter is short and straight to the
point, as compared to the first chapter which was very long.

Page 9 of 139
So, to begin with, basically, this second chapter talks about the Web. It talks about
how people adopted to the Web and how they long for the Web. But really, when it
all started, no one really knew what the web is for. I mean the Web is so huge that
different people can have different views and perspective about the Web itself.
Ordinary people often say that the Web is for connecting with people who are far.
Others would say it’s a place for sharing, posting your thoughts and what have you.
Creating your own web page and stuff like that. People in the business see it as a
tool they could use to step up their game. Other people see it as a change and new
discoveries still wait.
A topic called “Being Managed” in this topic is discussed. This explains or exploits
how people react to being managed. It’s like being controlled. People often don’t
want to be controlled or managed as much as possible. But if you look at the big
picture, something or someone controls us all. It is certainly a fact.
In a way, this relate to the Web because, I think the full use of the Web is not
certain. The Web is one fast technology that develops. We may never be certain
what it can become or what it could turn out to be in the future. That is why the
author is like saying that we could say this and that about the Web, but some or
most people long for the web like it is something really good. I mean, yes it is good
for a fact for everyone, but can you imagine if the Web like controlled and managed
us? The Web having a mind of it’s own? I don’t know. It could happen, it could not
too. So, basically I think people are developing the Web should be cautious too.
You’ll never know, a time may come when the web is the one developing us and
changing our world into a new world. Hopefully not. I hope that the web would still
be as good as now. So, that was pretty much about the second chapter of Cluetrain
Manifesto. Makes a lot of sense though.
I learned in this chapter is how the Web is becoming in the world

today. How it can quickly revolve and change our lives forever. It is something that
we should be grateful and cautious at the same time.

Page 10 of 139
Talk is Cheap – Rick Levine
Quote: “The voice emerges literally from the body as a representation of our inner
world.”
Just what like I have mentioned in my previous review, I like simple yet string
worlds that are straight to the point. And so far, I think that this is the best quote
that matches and describes the chapter as it is, or what the author is trying to say.
Looking at the title of this third chapter of Cluetrain manifesto, I quite found
it interesting. I thought that it would talk us through talking. How people talk, what
people say, or who they are. So in a way, I expected that I would gain more
knowledge about talk or what they say is the voice inside of us.
Review:
Basically, when you read the title of this third chapter of Cluetrain Manifesto,
The first thing that would come into your mind is like hey, I heard this statement
before (Talk is cheap). And so, you will begin to wonder what does Talk have to do
with the book. Considering that the first chapter and the second chapter basically
talks about the Internet and the Web. It’s kind of far of, don’t you think? Well,
anybody could have his or her own first impression. In my case, this is my expression
when I first read the title.
At the beginning of this chapter, the author Rick Levine, talks about his past. He talks
about his experiences in life being a pot maker and all that. He expresses himself or
explains his point by having us get a little of his history to be able to get the main
point of the chapter.
So, as you read through, the chapter will be talking about this so-called voice inside
of us that the author is trying to point out. And I have to agree well with the other on
this one. The author Rick Levine says that when we talk to people, there’s this sort of
thing. For example, when a person talks to his best friend on the phone, the best
friend will sort of automatically get the point of his friend. I mean, what I’m trying to
say here is that when we talk on the phone with other people, chances are they
would not really know if you expressed your feelings the way you wanted it to be.
Page 11 of 139
Or, that person who isn’t really close to you could never really know if what your
saying is all true, or your just lying. When a person knows a person, he knows that
person from the inside. If they talk on the telephone, they know whether that
person is completely paying attention to what he or she might be saying. Cause
when your not close, you’ll never really know whether that person is listening and
paying attention to you, or just doing something else and pretending he is listening.
In a way, only your true friends know you by heart. They know whether it is your
lying or not. There is this thing inside us that tells us who we are. What I’m trying to
say is that, even if we talk, you’ll only know what is true when you really know me.
This point is related to what the author talks about, which is commercial. In a way it
is related because, when you see a commercial, there are actors and actresses
promoting whatever product their marketing. You’ll never really know for sure if that
product is good unless you talk to them in person. Well, of course if you’re a stranger
they can just lie to you instead. But if let’s say you were a close friend of them, you
would know. Definitely, you will know what’s true.
The other topic that the author is pointing out is the emails. In a way, it is again
related to the voice inside of us. When we usually write emails, we write it the way
we feel. For example, when your telling something to a friend, you tell it the way you
want your friend to see it that way you see it. Cause I mean, it is very easy to type
words that explains it all, but it takes you yourself, your true self for that matter to
be able to deliver what’s exactly on your mind, or how you feel.
The author used many examples for the readers to get the main point, So, to sum it
all up, this third chapter of the Cluetrain manifesto talks about the our true self. I
mean, despite the change and everything, we will still be ourselves no matter what.
And no matter how we hide it, our true friends will know. Or another alternative
would be, no matter how the Web changes our life, we are who we are, and people
who know us will know the truth whether it is just an email on hand. The voice inside
of us will speak.
I’ve learned from this chapter that no matter how Internet or the Web can
change our lives, we are who we are no matter what.

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Markets are Conversations – Doc Searls and David Weinberger
Quote: “Markets started out as a place to talk”
Basically, this is how it all started, Markets was a place where people talk
about their products and what they have. Through technology, it has changed the
way people talked in a market. They can talk virtually through the use of technology
such as the Internet. But whatever technology may come, I think that Markets will
always be a place to talk, whether it would be literally or virtually.
What I expect to learn in this chapter is about the Market. Why it is actually
called Markets are conversations. I already have an idea what is this markets are
conversations all about so, I think it’s not gonna be hard to understand as compared
t the other chapters in which I haven’t had an idea what it is all about.
Review:
In the fourth chapter of The Cluetrain Manifesto book, it basically explains to

you why Markets are conversations. Before anything else, Markets are
Conversations is one of the ninety five (95) theses of The Cluetrain Manifesto book.
Basically, during the mass media period, Markets is a place where people converse.
Well, it is not only back then that the markets was a place for a conversation about
their products, prices, reputation, and what ever they have to talk about. It is also
until today that the market is still a place where people converse. Although it is a
little different as compared to before because of course technology has evolved. So,
there is a lot of new technology that still enable people to converse I a market.
Although, this time they do it virtually now through the Internet.
The process of conversing in a market goes like this, say for example a company like
Apple Inc. Apple is known best not just for their fantastic computers, but most
especially, the number one seller of Apple are the iPods. It is what made apple
richer. Ever since the iPods came out, everybody in the world seems to have one. So,
as the competitors of the iPod saw how apple’s music player impacted the entire
world, these companies try to invent a music player that can beat the iPod.
Page 13 of 139
Companies such as Microsoft, Sony, Creative, and other electronic companies tried
to come up with a product similar. On the other hand, companies in China copy the
iPod and make an imitation of it and little retouches in design.
Although no company has ever beaten Apple’s iPod since today, that is not the
point. The point is, when apple launched their iPods, it spread like wild fire. Even
though companies didn’t literally talked, they have already talked in such a way that
one’s product has reached everywhere in the world. Thus, companies try to come up
with a better product and some just imitate what has been released and just tweak
the design a little bit.
So, in a way, that is how people converse. If not literally, it is virtually. This is what
the first theses is about. So, it is true that Markets are Conversations.
I have learned in this chapter that, in a market, people always talk. They talk
about their products, their prices, their strategies, their plans, and other things
related to the market. Market is a place where people meet and converse. Now, it is
not always that they talk literally, because now in the present, they have this sort of
thing where one or a company produces and makes a product, it can reach other
places all over the world. In a way, it is already a conversation.
Citation: (The Cluetrain Manifesto: End of Business as Usual, Retrieved September

16, 2008, http://cluetrain.com/markets.htm)

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The Hyperlinked Organization – David Weinberger
Quote: “Business sounds different these days”
This is true for a fact. Through the technology that has evolved, just like what
I have said in my previous book review, technology has been changing the people do
business. People can do a lot these days a s compared to before. They can do things
faster now and yet even better. Technology is constant. It will never stop. We will
only improve.
In this chapter, I am expecting to learn how business over the passed years
has evolved and how it has become. As stated in the first line of the chapter,
“Business sounds different these days”, I want to find out how it’s been different as
compared to business during the old days, and know or compare which is better.
Review:
In this fifth chapter of the book Cluetrain Manifesto, It explains to you how
business has basically evolved. During the old days, business was done manually.
Everything was done manually. It was done by hand. For example the mail, before
when you write a mail, you use a pen and a paper. After you finished your mail, you
have the company’s messenger mail it. If it’s close, the messenger can deliver it
himself, but if the destination of the mail is far, the messenger sends it to the post
office. Once it has reached the post office it’s been given again to a messenger and
deliver it to whom it may concern. It was obviously very much time consuming. It
would take about I think sometimes a month just to send the email overseas. So,
really, doing business was a handful during the old days. If not a handful, two hands
full.
Today all that time consuming, and sweat breaking is al over. Sending a mail these
days, or rather what we call e-mail (for electronic mail) is just one click of a button
and boom. The mail is delivered to whom it may concern. In just seconds, mail
nowadays arrive that fast, no matter where your location is. It is that easy. Peace of
mind.

Page 15 of 139
So, that’s an example of how business is done today. Another would be what the
title says, Hyperlinked Organizations. Today, it is so easy for a company to put up
their own website. A place where they can promote and advertise their products.
Perhaps even sell their products online if they want to. It is much easier these days.
In a website of a company or as a matter of fact any website for that matter is

always linked to a website of another company and that company is linked to
another company’s website, and that other company is linked to someone else’s
website. So, what the author is pointing out is that, everything these days are all
linked together in the Web. It is so easy for people to click a button and they’ll be
directed automatically to that linked website. It is so easy nowadays to get
discovered and do your business. All is linked.
We may like it or not, but the Internet is already there. We may ignore it but it’s
already a done deal. We may have not signed for any appearance on the web, but
whether you like it or not, you are already there. People post stuff in the Internet,
blog about things and post other stuffs. Everything is revolved around the Internet
nowadays. Internet is a place where people can touch other people and gather
information.
So, what this chapter is basically pointing out is that everything is linked and
connected together more than it has been in the past few years. It is very easy to get
discovered and do business.
I have learned in this chapter how business has evolved. This chapter shows
how the Web or the Internet has impacted on everyone being connected and linked
together. As the first line says it, “Business sounds different these days”.

17, 2008, http://cluetrain.com/hyperorg.htm)

Page 16 of 139
EZ Answers – Christopher Locke & David Weinberger
Quote: “Via the Internet, markets are already speaking among themselves”
This quote is so true nowadays. Basically, during the old days or for the past
years, Markets doesn’t speak among themselves. It’s almost impossible before. But
now, it is so easy. Markets are already speaking among themselves through the
Internet. Because nowadays, companies just post their products on the web and
spreads like wild fire. Everybody discovers it fast and soon rival companies will come
up with a better product. In a way, that is how markets converse through the
Internet. There are many other examples in which markets talk, and this is one of
them.
At the end of the chapter, I expect to learn new things regarding the world
and the Web. Well, I find the title a little bit confusing though. At least for me. I don’t
know what others say it really doesn’t matter. I just want to learn more and continue
this Cluetrain Manifesto book.
Review:
In this sixth chapter of The Cluetrain Manifesto book, it basically talks again
how the world is evolving and adapting through the Internet. Most importantly, how
it is evolving with business like the markets, and how it is impacting their business.
During the past years, people would do business in such a way that everything or
everybody in the company knows what is going on. How they plan to do their
business, how they plan their plans, how everything works, how their products are
made and whatever it is that they have to do in making their business successful as
possible.
From top management down to the lowest position, they all know everything. Well, I
guess the low ranking people knows what they need to know and the high ranking
people knows everything they need to know. So, in short, everyone knows what
needs to be known.

Page 17 of 139
Today, because of the many many things a company goes through, In some cases,
The low ranking people suddenly knows more than the top guys in the company. The
Manager doesn’t even know how their products are actually made. They don’t even
know the process. Like the book said it, I guess they got too busy managing and
bossing people around that they don’t even know how their products are actually
made.
So, the way things are turning in sometimes can be dangerous for some people. In a
way, they must learn to adapt to the changes the Internet may have. The Internet is
a good thing in a way that once we have adapted to it correctly, and then it’s all
going to be great. We must be cautious in doing things with the Internet around.
What this chapter is basically trying to say is that we must learn how to live in the
new world; we must know the dos and don’ts. You must know what is right and do it
right.
I have learned in this chapter that how Internet or the new fast ever-
changing world is evolving and how it has impacted on the world. We must need to
be cautious and do it right. Otherwise, it would not look nice if you did it the wrong
way. So, we must do it right.

17, 2008, http://cluetrain.com/ez-answers.htm)

Page 18 of 139
Post Apocalypso – Christopher Locke
Quote: “The most fundamental quality of life is something the corporation can never
capture, never possess”
This statement is something business should realize. This statement says it

all for me. Well, not for the chapter itself, but for businesses or companies who think
they could control the world and make it a better place to live in. This is totally
wrong. No matter what they do, they cannot own the way we live life. As a matter of
fact, they cannot own or capture life, never. Life is free.
I expect to learn the final conclusion of this Cluetrain Manifesto book. What’s
it all about, why the book was written, and most importantly, how am I going to be
able to use the Cluetrain Manifesto concepts in the ever-changing world.
Review:
This is the seventh and final chapter of The Cluetrain Manifesto: End of
Business As Usual. Once you finish this chapter, you’ll be able to know why it’s
actually “End of Business As Usual”. Basically, this chapter sort of sums it all up. But
it is not mainly a summary as it is the final chapter of the book; it explains us through
the evolution of the world with the Internet.
Yes, I know, we’ve been discussing about evolution or how the world’s been
changing with Internet and all that new stuff that makes our world the new world.
But in this chapter, it will be mainly focused on Business. They’ll be explaining what
kind of plastics businessmen are nowadays.
Today, a lot of companies or businessmen talk about their business plans. Well, they
do that before but today it’s different. You see, the thing is, they talk all bullshit.
Now, why does the book think so? It is because, when companies or businessmen
give their speeches today, it sounds so convincing and nice. As if it’s almost too good
to be true and they convince us that they’re making a better place to live in. That’s
all bull. Simply because not even them believe in what they say. They talk all about
these plans or what have they for the people, but none. They themselves don’t
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believe what they say. They just do it for image. Companies do this because they
have to in order to be successful or something like that. It is like a sort of way to get
the business done.
This is humanly wrong. Because when companies do that, it doesn’t make them
human anymore. Yes, they are literally humans but what they do isn’t anymore. As
what the author points out, as if they are some 1950’s science fiction robots. They
just do what they have to do in order to do business whether or not they believe in
what they say.
So, basically, what this final chapter is trying to point out is that, these people, these
businessmen, these companies… They can change the way they do business. They
can do it more human as compared to all the bullshit that they are doing now. They
should follow the mantra that the author said, “I am not a company, I am a human
being.”
“Imagine a world created by the people, for the people not perishing from the earth
forever.”
That was the second to the last line of the book, and if this would happen, it would
be a dream come true. Peace on earth at last.
I have learned in this chapter to be more human. I mean, when I start doing
business, I’ll try my best to make the world better. As the last chapter of this book I
have to say, it was a good book. I think companies and businessmen should read it so
that they’ll have a clue, just like me after reading the book.

18, 2008, http://cluetrain.com/post-toasties.htm)

Page 20 of 139
Retailing by Liz Edwards
(Book Review)

Page 21 of 139
The Job
Library Reference: DLS-CSB LRC Ext. HF5429.6 G7 E38 1999
Amazon:
http://www.amazon.com/Retailing-Insider-Career-Guide-
Edwards/dp/1858355788/ref=sr_1_1?ie=UTF8&s=books&qid=1223181604&sr=8-1
Quote: “The customer is the king at the top – everyone underneath has to strive to
ensure they keep the customers happy.”
This is my favorite quote of the chapter. This statement alone says a lot. It
says a lot to the sellers or retailers. This statement is very true. Retailers used to
decide what they would sell and what they think their customers wanted of buying.
But nowadays, customers are now more demanding so it is the customers that are
followed. The goal is to make them happy.
In this book I expect to learn more about retailing and increase my

knowledge about it. This book gives you an insider career guide to what retailing is
about or how everything works in the industry. So, I expect to that I learn all the
things that matter in retailing.
Review:
Basically, this book is a career guide about retailing. It shows you like a step-
by-step phase or process about the retailing industry. It shows you different sectors
about a retailing job. It explains to you the retailing changes, what’s what and who’s
who in retailing, the food sector, the major multiples, Co-operative societies,
Convenience stores, Independents, The non-food sector, mixed goods (variety
stores), Department stores, specialist retailing, and vital statistic. Those are the
topics that are discussed in this first chapter of the book.
Retailing is perhaps one of the largest in the industry. It consists of selling goods. As
a matter of fact, there are thousands of retail stores all over the world today. I think
that most people are getting into these types of jobs. Not all people of course.
It is said in this book that the easiest retailing job is in the food retailing. It is said
that this is like the lowest form of retailing. An example from this book would be that
if you can’t get a job, you could always work at a supermarket. It is said that food
retailing was a job where you didn’t need many skills. You didn’t have to be
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intelligent; food retailing is the lower end of the market. I think this is somehow true.
I mean, when you work at a grocery, you don’t need something like programming
skills or a brain of Einstein. It’s basically common sense.
As compared to when you get a job or try to apply for a company, you’ll be
overwhelmed at the list of skills needed just to get the job. It is so much larger in
terms of skill. It’s almost as if their two different things but actually, they are all
under retailing.
So basically, this first chapter explains clearly the retailing industry, it shows you how
to start your career, it shows you what qualities employers are looking for in their
new recruits, opportunities for training and development, and promotion until you
get the top.
I have learned and increased my knowledge on the retailing industry. What I

like about this book is that it’s not such a difficult book to read or to understand. As
compared to other books that are mind bleeding to understand, this book is nice for
those of you who want to get into retailing.
Citation: (Liz Edwards, 1999)

Page 23 of 139
The Person
Amazon:
http://www.amazon.com/Retailing-Insider-Career-Guide-
Edwards/dp/1858355788/ref=sr_1_1?ie=UTF8&s=books&qid=1223181604&sr=8-1
Quote: “Those who work in retailing must have a number of skills, but above all,
they must like people. People are the focus of everything – in both the food and non-
food sectors. –Human Resource Director”
In my opinion, I think this is a very good quote. It sort of explains to you one
of the important factors of being a retailer. Moreover, it defines what the chapter is
about – The Person. It tells us that despite having the skills of a retailer, it shows how
important people are because as the quote said, people are the focus of everything.
Which means you must understand them well to be able to satisfy them.
Well, based on the title of the second chapter itself, I should be expecting to
learn about the person. Probably what type of person is best suited for a retailing job
and what is needed from the person to be successful in retailing. This is good
because it will help those of you aspiring retailers.
Review:
As explained in the quote, People are important because people are the
focus of everything – n both food and non-food sectors. It is a must that aspiring
retailers have to know. Of course they have to have all the necessary skills needed to
be a retailer person. But despite that, they need to understand that people are one
really big factor of their job. They cannot possibly hate people. Instead, they must
love them or like them. They must like them whole-heartedly and not just a forced
one just because it is needed for their job. There’s a difference between natural
love/like and a forced love/like. In a forced love/like you’re only doing it because it is
required for the job. Despite doing it, it is still not the way I think because when you
are forced to do something. You do it with a less passion or no passion at all. As
compared to natural, you do it as if it was a walk in the park. And mind you, certainly
it will be more effective.
So basically, retailing has a large factor when it comes to people. The skills are
important no doubt. As quoted from the book, ‘Anyone who works for retailing must
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be prepared to work hard and understand that the retailing business is customer-
driven. Also, whilst it is expected of the person to be proactive, they have to be able
to react to situations and solve problems.’
So you see, it is also quite a demanding job. It isn’t something you can just play and
goof around with. It needs the skills necessary and should know that their business is
customer-driven. As you read through the chapter there are guide questions that
you can answer to see if you are right for retailing.
Basically, this chapter is all about the person (aspiring retailers). This chapter shows
what qualities are needed to become a retailer and what they must know. It also
guides you and can test you if you are suited for retailing. As for the next chapter of
this book, it will tackle more on getting in, getting on… getting out. This is a good
book for those of you aspiring retailers.
I have learned that retailing is quite a demanding job. I mean despite all the
skills of a retailer and having knowledge about the market and stuff, it is crucial for
retailers to be good in communications. As what one of the quote from this book
said: ‘You need to be a good communicator as 90% of the communication is by
mouth – despite the amount of paperwork we get these days.’ –Sales manager,
dept. store.
In addition, I have learned that not only do you need these skills but also, you must
know that people are important in your business, as they are the focus of everything.
Retailing is customer-driven.
Citation: (Liz Edwards, 1999)

Page 25 of 139
The Long Tail
(Book Review)

Page 26 of 139
The Long Tail – Chris Anderson
Amazon: http://www.amazon.com/Long-Tail-Future-Business-
Selling/dp/1401302378/ref=sr_1_1?ie=UTF8&s=books&qid=1223681010&sr=8-1
Quote: “If the 20th Century is about hits, the 21st century entertainment industry is
about hits, the 21st century will be equally about misses”
This quote basically sort of explains the whole thing or the major concept of
The Long Tail. It is in this quote saying that obscure products before are being more
popular than today’s hits because of suggestions made by Amazon. Therefore,
people accepted it wholeheartedly and bought these recommendations and it
became more of a seller than today’s hits.
I expect to learn more about The Long Tail. I expect to learn the effectiveness
and how it has changed the world and how it sold more of yesterday’s obscure than
today’s hits.
Review:
In this Long Tail Book, it basically explains to readers what the Long Tail really
is about. This book is really an interesting read. To be honest, I never thought of
anything like this or that there was any concept that existed whatsoever. It was I
think amazing how people or rather Amazon has changed the way of the future.
They have changed how people bought things just by making suggestions or
recommendations.
The Long Tail basically explains how it all relates. Basically in Amazon, you will see
recommendations that obviously relate and there are some things that really sound
obscure and you’d think that it has no relation whatsoever. But little do some buyers
know, each and every recommendation made is related to the current product.
These recommendations are backtrack of the current product. It is possible that
without these backtrack products, the current product may never exist or something
like that.
The story of these current products and backtrack products may not be joint or
related, but the concepts used in creating the current products were also concepts
from these backtrack products. There are many forms of products that have
backtracks. Good examples of this are Movies. Of course as we all know, each movie
is different from the other. But little do some people know that current movies have
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concepts that were taken from yesterday’s movies. Not just yesterday’s but also the
ones that are obscure.
It really amazes me how these things are all related. It really makes sense when you
get the whole concept and when you realize it. It’s amazing how the dots all connect.
There are also some cases wherein you find these strange products that you’d think
people, especially you wouldn’t ever buy. But really, despite thinking of such thing
that no one would actually buy it, you’re totally wrong. It is said by Chris Anderson
that these things actually sell. Things that you yourself or whoever people you think
of won’t buy it. But actually, it really sells. You not be a fan of that thing but that
thing actually has it’s own consumers, people who are dying just to buy that product.
Basically, it means that each and every product has it’s own buyers.
So basically, the Long Tail explains why these backtrack products are such a hit and
how all these things relate to one another.
I have learned what The Long Tail really is about. How everything relates to
one another, and how each and every product has their own buyers. It may not be
me, but there are some out there who would kill for the product.
Citation: (Chris Anderson, 2006)

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Web 2.0
(Book Review)

Page 29 of 139
Max Mancini: eBay
Amazon:
http://www.amazon.com/Web-2-0-Heroes-Interviews-
Influencers/dp/0470241993/ref=sr_1_1?ie=UTF8&s=books&qid=1224375158&sr=1-
1
Quote: “Stop worrying about how to manage your infrastructure; start worrying
about your products and your innovation”
This is actually true. You don’t believe it? Try to! This is really true. There’s
this book by the 37signals called Getting Real. The book is basically about how to
manage and create your project with the most crucial but simple way (yet effective)
to achieve success. It is said that you must focus on what’s really important and stop
focusing on too many details that is not YET important. Focus on what you have then
from there, build from it.
In a way, it is very related because as the quote says, you must worry about your
products first. I mean, if you know how to manage your infrastructure but don’t have
any products or innovation, it’s pretty useless.
First of all, I may not know a lot about the Web 2.0, But more or less I have
an idea what it is or what is it about. So, what I expect to learn from this Web 2.0
Book, specifically the first chapter, which is about eBay, is that I expect to learn more
about the Web 2.0 and what is eBay’s business or relation to the web.
Review:
So, first of all, the first chapter is all about eBay. As we all know it, eBay is
largely one of the most popular online auctions in the world. They auction various
products from little items to really big items such as cars, and even land. eBay almost
sells everything in the world that consumers can buy. It is discussed in this book that
there maybe some people that didn’t realize what eBay really is. Yes, it is an auction
but actually, eBay is more than an auction. eBay’s real business is about transactions.
It just so happens that their most popular transactions are those of people selling
products or items to the buyers on an auction site that carries eBay’s name.

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So basically, eBay’s real business is centered on transaction. It is by bringing the
seller and the buyer together with their charge. This is how eBay actually earns profit
or make money. Whether the item being sold is a book, a CD, a car, a piece of land, it
really doesn’t matter what item it is as long as there is a transaction.
To add to that, eBay also caters services for doing commerce, including PayPal. It is
actually what you call the payment gateway. What this basically does is that it
enables sellers and buyers an easier transaction of exchanging their moneys through
the use of PayPal. It is basically a simple transaction model as what the book says. As
a result, eBay and PayPal both became leaders of their spaces targeted.
So, basically, the first chapter of this book revolves around eBay and it’s role in the
Web. I have to say it was a quite interesting chapter.
I have learned from the first chapter more about eBay, specifically, it’s true
business purpose to the world and it’s role on the Web.
Citation: (Bradley L. Jones, 2008)

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Alan Meckler: Internet.com
Amazon:
1
Quote: “The Internet was going to have a greater impact, perhaps, than the
computer and it was going to be all-encompassing.”
I think this is actually true believe it or not. The Internet has very much
impacted the whole world. It has affected out life style since it came out and it
definitely changed our lives. It changed our lives in many aspects. To name a few, it
gave a whole new way and ease of research to us students. If you compare what
students from the past do for research and what we did, today is totally easier and
have even more information in a blast. It also gave a new way of shopping. Now, we
can shop online and purchase an item in a single click of your mouse.
So, I think that the Internet has more impact than computers. I mean, computers are
just machine that we use to get to the Internet. Obviously without them we can’t go
online, but it is still just a machine I guess. Because, there are many ways to get
through the Internet just like cell phone devices.
What I expect t learn from this chapter is more about the Internet behind the
scenes. I mean, as the title say it. Most people know what is above it but little do
they know what’s beneath it I think. Because there are a lot of Internet users that
basically have no idea where it started. So, this is what I expect to learn.
Review:
At the beginning of the second chapter, it will be discussing about

internet.com and Jupitermedia. So, to begin with, internet.com is basically a website.
It is the Internet resource for up-to-date news, reviews, forums, videos and tutorials
covering IT, Development, and what have you. On the other hand, Jupitermedia is
likewise about the same, it is the provider of global real-time news, information,
research and media resources for information technology, Internet industry and
graphics professionals.
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Somehow these two websites are very related. It has existed since I think the early
1990’s, which is a property of Web 2.0. Although, nobody really knew what to call
them, and as the book says, they were even mocked. Internet.com is said to be more
than just a site because it channels into some other parts of Jupitermedia. As a
matter of fact, Internet.com is one of the channels within Jupitermedia.
In this book, they have interviewed Internet.com’s CEO in charge Alan Meckler, one
of the early pioneers in tapping into the Internet, specifically from a media
perspective but nevertheless, he has interesting insights and perspectives about the
Internet. Asides from discussing about his history or how he came or where he is
right now, He has discussed in the interview that he saw that computers were a part
of the next generation and a very important one. In fact, it is true what he said. I
mean, look at us now. But moreover, he saw the Internet as the next frontier for the
delivery of information. And yes, it has been.
Before, the Internet was only for the Government or the military for specific
missions. Now, we all have them in our home and it has changed our lives forever. I
cannot imagine how it’ll be better in the future (hopefully). So, basically, this chapter
is all about the Internet and it gives you Alan Meckler’s perspectives on the Internet
and so forth.
I have learned more about the Internet and probably perhaps that not too
many people know this information. I think it’s only IT people or somewhat people
related are the ones who really know behind the scenes of the Internet.

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Eric Engleman: Bloglines
Amazon:
1
Quote: “Web 2.0 brought the learning curve down to a really low level so you didn’t
need to be a computer engineer to be able to run your own blog site.”
I have to totally agree with this. During the old days, it was very difficult for
people like us to do this kind of stuff in the Web. Building your own page wasn’t the
easiest thing to do back then. You had to be a computer expert or computer
engineer just to put up a page of your own before. Or, you had them made.
Nowadays, it is so much easier and like a hundred times faster than before. You now
have this “friendsterized customization” in your website and you don’t even need to
write code. Just a few clicks here and there and you’re done. So it’s basically easier
nowadays to run your own blog site or whatever site you have in mind.
It’s an interesting topic actually (the title of this third chapter), although I’m
not much of a blogger. I expect to learn more about this so-called blogging and how
it relates to the Web 2.0 and it’s overall impact to the world I guess.
Review:
So at the beginning of this third chapter of the Web 2.0 book, it basically talks
about Bloglines. Basically, Bloglines is one of the free online services of blogging,
news feeds and rich content. Pretty much like you’re wordpress or what have you.
Bloglines started out as a tool created in 2003 by Mark Fletcher, and it basically
expanded and grew fro there. In addition, Bloglines is a brand of Ask.com.
Just like the second chapter, this third chapter has a discussion regarding the
interview with Eric Englemen who is actually the general manager who leads the
Bloglines team today. Eric Englemen brings his at Bloglines along with his past
experiences at other leading websites.

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It has been discussed in this chapter about who Eric Englemen really is and what he
actually does for a living. Asides from leading the Bloglines team, he previously
worked for major companies such as Yahoo!, Earthlink, and Excite@Home. He also
worked for CNN as well.
Eric has said that Bloglines was one of the early innovations for Web 2.0 The creator
of Bloglines; Mark Fletcher noticed that a lot of people were writing blogs, and a lot
of interesting blogs. He realized that he didn’t want to go to each and every site just
to read them individually. And so, Bloglines was born. It basically grabs the content
of the blog via RSS and displays them in one page or application.
So basically the whole chapter is about the answers of Eric Englemen to these
questions that would make the chapter. It is all about the relationship of Bloglines
and Web 2.0. But most importantly, the chapter informs us about how Eric
Englemen sees the Web 2.0. It gives us his insights and perspectives. Interestingly,
his last thing that he said and would like to recommend is The Cluetrain Manifesto
book, which he has mentioned in one of the questions in his interview. He quoted
saying that it is mind-blogging, which I think is mind twisting.
I have learned the relation of Bloglines and Web 2.0. I also learned about
Bloglines, which by the way, I have heard for the first time. It’s additional knowledge
and information for me to know these things. So basically, the highlight for me in this
chapter was about Bloglines. How it was created and it’s purpose and contribution
for the Web 2.0.

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Gina Bianchini: Ning
Amazon:
1
Quote: “The best, most innovative ideas, we haven’t even come close to seeing
yet.”
This quote somewhat has a strong impact or statement. I think it’s the best
from the chapter so I chose this quote. This quote actually is very exciting. Basically,
it tells us that if we think what we are seeing and experiencing now is the best or one
of the best, then you are very wrong. Because, innovation will not stop here, it will
just develop and develop. Which means, there is more than what we have now and
doesn’t come close to what innovation the future has.
From the title o this fourth chapter, it’s about the Website called “Ning”. So
basically, I expect to learn what Ning really is and it’s relationship to the Web 2.0.
Moreover, I want to learn what Gina Bianchini, one of the creators of Ning has to
say.
Review:
So first of all, the chapter basically explains to readers what Ning is all about.
To some people, you may have heard of this already, but for some people like me,
this is the first time I ever heard of this website called Ning. It’s actually
www.Ning.com. So what is it all about? Basically, Ning is just like or similar to your
Friendster, MySpace, Multiply, Facebook, and what have you. Ning is basically a
social network, although, what makes Ning different from the rest of the social
networking websites is that it is actually a platform for creating social networks and
not necessarily a social network.
What this means is that, people can go to Ning and put up a topic for any people and
with any feature you may want to have. So basically, Ning provides the platform in
creating social networks and leaves it to the people to decide what topic they want
to set up.
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Creating a Ning is not hard at all. You don’t have to do all the dirty work like coding
or any of the stuffs like that. Creating Ning is just a matter of minutes, just like your
Friendster, MySpace, Multiply, etc.
So basically, this fourth chapter of The Web 2.0 is all about Ning. What it is, how it
was started and all that stuff. Plus, Gina Bianchini is interviewed about her thoughts
on the Web 2.0.
Basically, I’ve learned about Ning since this is the very first time I learned
about it. I never thought there was such a site that existed. The name kind of
bothers me a little bit. But what the heck, who cares? Let’s just create a social
networking topic. I have also learned that we haven’t seen even close what the
innovation in the future has to offer.

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Dorion Carrol: Technorati
Amazon:
1
Quote: “One person can now communicate with a mass audience, most of whom
they’ll never encounter.”
This is basically very true. When we blog, we encounter lots of people. When
we join the forums, we also encounter people. We encounter people from links of
links, from links of other bloggers and stuff. It is true because even though we get to
interact with them and talk online, it is only a few that we will meet and most we
may never meet. It’s amazing what the Web can do.
Okay, so just like the previous chapter, I have never heard technorati before
in my life. So this is basically the first time I have heard of it. So what I expect from
this chapter is to find out and learn more about this so-called technorati website and
of course it’s relation to Web 2.0 because this is where things primarily revolve in
the Internet.
Review:
Basically, the chapter explains to us what Technorati is all about. So, what is
Technorati then? Technorati is basically a blog tracker. What it does is that it tracks
millions and millions of blogs everyday.
First, let’s give a background on Technorati. The company was founded by Dave
[Sifry] and a couple of people that he brought in. Technorati’s mission is to be
unique. It is all about inventing and innovating something that hasn’t existed yet.
This is one of their major goals. Having something that someone doesn’t have and
only the company has it.
It’s a pretty exciting and interesting goal actually. It is really nice to build and invent
something that hasn’t really existed yet and you’ll be the first to have one or perhaps
even be the inventor.
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So, basically, it’s all about creating that very unique thing and being the first to have
it. This is what the men behind Technorati wants. And after sometime since they
started, it all went well. Interestingly, they have stated that Technorati is a 30-person
start-up, and Google isn’t.
Although they have stated and truthfully said that there are some things here and
there that didn’t quite turn out right. So, I think they just do there best to make up
for it and try to succeed. And to be honest, it’s a big group, so they chance upon
hindrances like these and it is fairly normal. What is important for Technorati is they
were able to develop things that no one can do except from Google. They might not
beaten Google, but it is still a great stepping-stone. So, not bad for a 30-man start-
up.
I have learned about what Technorati is all about and their approach and
philosophy in their business.

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Raju Vegesna: Zoho
Amazon:
1
Quote: “Software as a service is the new model and that’s the future.”
Pretty much all true. It is just a matter of time where developers would start
building more online applications for everyone. From business tools or just plain
storage. All these things actually exist today. It’s just a matter of time before we get
online applications like Photoshop or any other applications. This is a must wait and
see. This is the new model and that is certainly the future, No doubt we will be
seeing more innovations like this.
Okay so this isn’t the first time I heard of Zoho. I have heard this site from
one of my college professors as he was conducting our classes in vertical market
solutions. But basically, I don’t exactly know what it is and what it can do. So that’s
what I’m about to find out.
Review:
So for this sixth chapter of The Web 2.0, it basically explains to us all about
the website Zoho. So what is Zoho then?
Basically, Zoho or Zoho.com as we know it, is just like your Microsoft office or iWork.
It is basically an office productivity suite online from AdventNet. Zoho provides a
number of work tools, which include a word processor (Zoho Writer), a spreadsheet
(Zoho Sheet), a presentation tool (Zoho Show), a conferencing tool (Zoho Meeting),
and a lot more.
What’s great about Zoho and what makes it different from regular work tools native
in your computer is that these working tools are all online. Which means there are
no installations required. No hard drive memory eating, no bogging down of the
system or whatever. This is online! This is practical for those who have laptops like

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the Asus Eeepc. Since it has a small hard drive, it is very practical just to use an
online productivity tool, just like Zoho.
The only negative thing about it is that you must have Internet connection;
otherwise, you won’t be able to use it. But still, nowadays, more and more places are
having Internet and hotspot areas so it’s really not much of a problem.
It is good to know things like these already exist and make life easier. These are one
of the few innovations that can help change the world, and I think it already has. So,
kudos to these people.
I have learned more about Zoho and online applications which I really find
Interesting. Imagine that, you don’t have to worry saving all your files and
documents in your computer anymore. You just have to upload it to a server (like
Zoho) and you don’t have to worry about hard drive space or loss of files due to a
system crash. It’s all safe online and more convenient.

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Richard MacManus: Read Write Web & Web 2.0 Workgroup
Amazon:
1
Quote: “Because everyone can contribute content, it is hard to focus on the best
content”
This is actually very true indeed. As time goes by, more and more people are
getting up online and blogging about everything. Due the population of bloggers or
posters, it has become difficult in determining or finding out that has the best
content. With the numbers of good post these days, it is almost impossible to spot
out the best. There are times where we even think that this is the best but little do
we know there is one better that just hasn’t been discovered or rather buried in the
pile of blogs.
Basically, this is the first time I have ever heard of the website called Read
Write Web. So, basically, I took a plunge to browse the site and interestingly, it was
the world’s most readable and respected blog feeds. It’s really cool to find
something like this. For those who are really into web know this most probably.
Anyway, going back to the topic, I expect to learn more about Read Write Web &
Web 2.0 Workgroup
Review:
For this seventh conclusion of the Web 2.0 book, it talks about Read Write
Web & Web 2.0 Workgroup. So basically, as you read through the first few pages of
the chapter, it discusses about Richard MacManus, who is actually the founder of
Read Write Web and is still the current man who runs the website.
But before anything else, let’s get everyone informed, especially for those of you
people who have no idea what the website (Read Write Web) is all about. Basically,
Read Write Web is a website or rather weblog for that matter, that focuses on Web
Technology news, reviews, and analysis. The website started back in 2004 and is now

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ranked by Technorati as one of the Top 20 blogs in the world. Sweet huh? Might as
well get hooked and subscribe with them, which I actually did minutes ago.
So now, going back to the topic, Richard MacManus actually was one of the people
involved with Web 2.0 since before the phrase Web 2.0 actually became a popular
phrase or mainstream. Basically as Richard has expressed it, their goal with Read
Write Web is to try to cover quality and pulse. They have an emphasis on analysis
and explaining the latest trends around Web 2.0. So the website is actually like a
news reporter about the latest trends in Web 2.0. This is good because we won’t
have to go to each and everyone’s website just to read all about the latest trends.
With Read Write Web, we can simply read all the latest trends in one website and in
addition, we get analysis and comparisons about them. It’s like an all-in-one trend
review.
So basically, the chapter talks about the Read Write Web and Richard MacManus’
interview regarding his involvement with Web 2.0.
I have learned about Read Write Web and most importantly Richard
MacManus who is I think one of the iconic people in the Web 2.0. It is pretty
interesting to know all these information about him and the web 2.0, along with
Read Write Web.

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TJ Kang: Think Free
Amazon:
1
Quote: “Competing against Microsoft, which I’ve been doing all my life, was
becoming more and more difficult.”
I think it is obvious when you are competing with Microsoft, it would be

really difficult doing so. Microsoft has been in the business for the longest time, and
they have accomplished a lot of things that actually did change the world, which was
to have at least a computer on every home. Now, their goal is to provide software,
anytime, any place, and in any device. Although, Microsoft these days is actually not
really doing great, considering that their Windows Vista was a big loss. The only
company that can kick their assess was Apple. Ever since Apple came back, they
were slammed.
To be honest, this is again the first time in my life I have ever heard of
ThinkFree.com. Of course for those of you web addicts and geeks out there, you
already know what ThinkFree is. So basically, what I expect to earn is to learn more
about ThinkFree. What can it do and what is it actually.
Review:
Just like in any previous chapters of this Web 2.0 book, this eighth chapter
kicks off discussing what ThinkFree is all about and it’s purpose to the Web and in
the computing world. Basically, ThinkFree is an online application suite. You can
actually create a number of word-processing documents, some presentations, and
some spreadsheets. What’s really cool about ThinkFree is that you can edit existing
documents from Windows, Macintosh, Unix, and Linux. Which basically means it’s
compatible with the above-mentioned OS’ offices. To add to that, ThinkFree is an
online web-based application. Which means there’s no installation needed in
running it, nor do you have to have free space on your hard disk. Everything is
online, so basically, what you will be needing is just your computer and an Internet
connection or a hotspot if you’re using your notebook.
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Moreover, ThinkFree also offers a similar online app similar to Google’s, which is
called ThinkFreeDocs. This is basically a site where in you can share your many
different documents with the company at large. You can also view and read
documents that the other people have uploaded as well.
So basically, the chapter is all about ThinkFree.com and it tells us where

ThinkFree.com and ThinkFree docs actually fit in the grand scheme of Web 2.0. Plus,
it talks about TJ Tang who is basically the founder of ThinkFree.com and
ThinkFreeDocs. Basically, he answers all the questions given to him and provides us
meaningful answers and his insights regarding his ThinkFree and it’s relation to Web
2.0.
Basically, I have learned what ThinkFree.com is all about and what it can do. I
have also discovered ThinkFreeDocs, which is similar to GoogleDocs. All in all, it was
an interesting read.

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Patrick Crane: LinkedIn
Amazon:
1
Quote: “Recently, we had more professionals joining LinkedIn than there are
seconds in the day.”
Actually, posting your business card or posting yourself in LinkedIn is actually

I think a more effective way than handing out your business or calling card to get
reached and be discovered by people. Because in LinkedIn, there are millions of
people there and there could be prospective clients or people you want to do
business with.
Finally! Something I already knew, or have heard. Basically, this isn’t the first
time I have heard of LinkedIn. Actually, I myself have an account on LinkedIn. So,
what I am expecting is to learn more about LinkedIn.com. Like who made it and what
is it’s purpose, or where does it stand.
Review:
Basically, the first thing this ninth chapter talks about is the six degrees from
Kevin Bacon. Honestly, I don’t know who he is, but this is an interesting read that will
eventually lead in the foundation of LinkedIn. Going back to the topic, this six
degrees from Kevin Bacon was theorized that everyone is within six people of
knowing Kevin Bacon. For example, if I know you, that is a first-degree connection. If
a person knows someone famous or anything like that, and I know you, then that
would make me two degrees from knowing that person. So it is hypothesized that
every people in the world is within six degrees of knowing Kevin Bacon, which is
actually real and true.
Basically, what the book is pointing out is like what we have in our Friendster,
Multiply, MySpace, Facebook, and what have you. It explains to us our connection to
other people our friends know but we do not actually know. So, it explains a theory

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on how we connect to each other or how we are linked to one another. This is
actually what they have used in LinkedIn.
To get started, LinkedIn is an online network of millions of professionals from around

the world. In LinkedIn, you can connect or what they call “link” to other people you
know. Those people can also connect or link to people they also know. Basically, the
result is a big network with everyone linked together.
With that in mind, it leads us to one of the main purposes of LinkedIn, which is to get
you connected for things like business and acquaintances. It will help you find jobs,
business opportunities, new hires, and so much more.
So basically, to wrap it all up, this chapter is all about LinkedIn and the theory behind
it.
I have learned the theory behind LinkedIn and what LinkedIn is all about. I
have also learned who made it and his insights about LinkedIn and it’s position in the
Web 2.0.

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Shaun Walker: DotNetNuke
Amazon:
1
Quote: “[It would’ve been] hard to imagine five years ago that we were going to be
here today”
This is true actually, because no one can really predict what would happen in
the future. Most especially, you could never really tell how far your work would go.
It is pretty hard to guess. So, basically, people just do what they have to do and
eventually if they’re lucky, they’ll go places.
Basically, this is the first time I have ever heard of the DotNetNuke, so I
expect to learn about DotNetNuke and it’s relation to the Web 2.0.
Review:
So first of all, this tenth continuation or the tenth chapter of the Web 2.0
Book, talks about the DotNetNuke. As you read through the first part, it explains to
us what DotNetNuke is all about.
Usually, the standard was, there was a website, and there was a platform for
building websites. But since DotNetNuke came out, it allowed us to have like an all-
in-one package. Basically, DotNetNuke is both a website and a platform for building
websites. It can used to build projects like websites for commercial, portals, and
vertical application.
What’s really nice about DotNetNuke is that, it is free. Yes, it is, so basically,
everyone on earth could use it as it is licensed under an open source agreement.
Moreover, people can do whatever they want.
As a result, DotNetNuke stunningly, has over 440,000 people who are users and
supporters at the same time. It has also been downloaded millions of times as a
framework. This really enabled the DotNetNuke to be the most successful Open
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Source community project running on a Microsoft operating system. The man
behind all this is Shaun Walker. He is the president and chief architect for
DotNetNuke. He continues to create and be it’s key spokesman.
One of the interesting topics talked about in this chapter is that a lot of players will
need to evolve with technology. This is basically very true. As time goes by,
technology will always move forward and evolve into something more each and
everyday as developers and inventors continue their job. If we say that these players
don’t evolve with technology, it is going to be very difficult for them to get used with
technology and possibly get left behind, which is not really a good thing. Basically, as
technology evolves, you would want all the people to evolve with it too and adapt
these technologies to their lifestyles.
So to sum it all up, this chapter talks about Shaun Walker’s DotNetNuke, and his
insights and thoughts about things related or regarding the Web 2.0, along with his
work.
I have learned what DotNetNuke really is and who created it. I have also
learned some of Shaun Walker’s insights regarding the DotNetNuke and the Web
2.0.

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Biz Stone: Twitter
Amazon:
1
Quote: “The Web is a very highly social utility. If we create more open systems, it will
even be
more social.”
I really agree on this one because not everyone can afford to pay for
websites, or web applications that come with a fee. This basically stops those people
from doing participating in the web. So, it would actually be great if everyone can
actually have the benefit of having more applications free. Although, my only fear is
that there would be these uneducated people lurking in the web, and God knows
what their up to.
Basically, I already heard of the word Twitter and what it can do. I myself
have an account on twitter, and yes, obviously I tweet. But I only tweet sometimes
because it is not really my thing to tell everyone what I’m doing. I like sharing yes,
but not every single detail of my life. It is just those great things that are worth
sharing.
Review:
So basically, Twitter is actually a web application where in people can type in

what they are doing. It is just like you’re status in you’re Yahoo! Messenger, or
FaceBook, or what have you. This was created so that people can have an idea or
know exactly what you are currently doing. Well, not for all people to know but for
special people in you’re lives. People like you’re relatives, friends, old friends,
classmates, blockmates, co-workers, or what have you can know what you are doing.
This may not be really benefit for people that you see everyday, but it is also a
benefit one way or another. But most especially, this would benefit for people that
are far away from you and the ones the you don’t often see. This way, even though
they are far, they can know still what you are doing and what your status is.

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A great feature with twitter is that you can also use or tweet with your mobile
phone. So, you can actually tweet anywhere. You need not to go online; you just
send a text through your mobile phones. In addition, you could receive updates of
what other people are doing in your phones too. So, all in all, it’s a great application
for those people who love doing these things.
Twitter is said or often said to be micro-blogging, simply because of its short

message format, and its ability for people to follow what other people are doing.
The man behind this all is Biz Stone, who is interestingly a creator of a number of
websites. To name a few popular websites, he has helped sites such as Xanga (which
I used before), Blogger, Odeo, and Obvious. He has also written books about blogs.
So, basically, this eleventh chapter of Web 2.0, talks about Biz Stone’s Twitter
application and some of his works and as well as his insights and revelations
regarding the Web 2.0.
I have learned more about those extra details about twitter that I didn’t
know before and although I have heard of Biz Stone before, I didn’t know that he
was the man behind twitter. Moreover, I have learned his insights and revelations
regarding the Web 2.0.

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Seth Sternberg: Meebo
Amazon:
1
Quote: “If other people follows Apple’s lead… then you’ll see this huge uptick in
applications for mobile”
Obviously, just like almost every company, they copy Apple. Well, although I
hate to admit that it sucks for companies to keep copying all these amazing stuffs by
apple, it would actually have this huge uptick for mobile if they follow Apple’s lead.
This will enable more companies to come up with such stuff. Although, I do believe
that if they’d be original and invent their own or a better one, it is a million times
better than copying Apple’s inventions and it will be a huge step and not just an
uptick.
Although I have heard of the term Meebo, I really don’t know exactly what it
is or does, or what it’s relation to Web 2.0 is. So basically, that is what I intend to find
out.
Review:
Have you ever been tired of installing all these Instant Messaging applications
in your computers and have to eat up you’re hard disk space? And have you been
pissed when you use any computer but yours and end up with no applications that
you use? I guess we all have this kind of experience.
Meebo has changed all these hindrances and bad experiences of ours. Meebo has
brilliantly invented an Instant Messaging system or application that is web based.
Meaning, you don’t need to worry about saving and allotting hard disk spaces for
installing the application, you just need you’re web browser and you can go online
and instant message friends and people. What I like or what is actually great about
Meebo is that, not only can you chat with people with just you’re web browser, you
can amazingly chat with people who use different Instant Messaging services. So for

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example, if you use Yahoo!, and you’re friend’s overseas use AOL, you can still chat.
Meebo offers chatting with people from different Instant Messaging services.
Basically, Meebo removes of installing that certain software or application in you’re

computer. Meebo actually takes social networking to a whole new level and way of
chatting. Amazingly, Six million people sign in to Meebo every 30 days and the
average person spends about an hour or two. Meebo has enabled social interaction
greatly.
Seth Sternberg is the man behind Meebo, along with other people who helped in
developing the great web application. Interestingly, Seth has stated that he thinks
that there isn’t anything right or wrong about Web 2.0, because Meebo is to instant
messaging what other programs like Hotmail and Gmail are to emails. Meebo gives
you the ability to social interact with everyone in the world with only an IM handle
and a Web Browser. It has truly shown the power of Web 2.0.
A very interesting read from this chapter for me would be the part where Seth is
asked why Meebo would not work on a Windows Mobile. As what Seth said, they
will only build a mobile application once there was a rich browser platform on a
mobile phone. And as usual, Apple has done another great step, creating just that
with their famous Safari Browser.
I have learned most importantly how Meebo has empowered the Web 2.0
and how it is related to it. Moreover, I have discovered what Meebo’s purpose is and
Seth Sternberg’s insights on Web 2.0.

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Joshua Schachter: del.icio.us
Amazon:
1
Quote: “Now that [Web 2.0] is here, it is obvious that it was going to happen.”
I think this is basically true. A few years ago, the term Web 2.0 wasn’t even
invented yet or has been used. But basically, it was there already. It already had the
potential and it was only a matter of time before it evolves. Today, we have it know.
So it is I think obvious that there could be a Web 3.0 or a different name but newer
one.
Although I may have heard this so called del.icio.us website just recently, I
never really knew what it was, so basically, that’s what I intent and expect to learn
from reading this thirteenth chapter of the Web 2.0 Book.
Review:
Basically, the chapter first explains to us readers what del.icio.us. is all about,
from what I have read, del.icio.us is one of the most useful websites that exist today.
But before anything else, what exactly is del.icio.us?
Del.icio.us is a website wherein people can do book marking. They can book mark all
their favorite websites. You might be thinking why on earth do we need this kind of
book marking website when we already have a book marking feature in our
preferred browser. But, have you ever thought of surfing the web using a different
computer and not yours? Maybe for some people that bring their portables don’t
really need this, but for those people that don’t have a portable or have but just
don’t want to bring them, this website will be their most beloved out of all. Why?
Because basically, del.icio.us allows people to store their bookmark into the web
with they’re own account through del.icio.us. This will allow those people to keep
track of their favorite web pages without having to use their own computer.

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Moreover, del.icio.us allows users to add tags to them. This provides the ability to
easily categorize, sort, and search favorites. And finally, you can view other people’s
bookmark. This will allow users to discover other web pages that maybe worth to
bookmark.
So basically, this chapter explains to readers what del.icio.us is all about. In addition,
it has questions and answers for the man behind this invention, Joshua Schachter.
I have learned how useful this website would be for me if ever I surf without
my computer. It is a great invention and I think that these are the kinds of things or
invention that will definitely change the world.

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Ranjith Kumaran: YouSendIt
Amazon:
1
Quote: “We try to allow data to move freely from one place to another.”
Basically, in transferring data, the idea is to have it move from one place to
another the fastest way possible and without any hindrances along the way. That’s
basically how it should be done and I think YouSendIt has just done that.
So basically, this is the fist time ever that I have hard of YouSendIt. I really
don’t know what it is, so that’s what I intent to find out and how does it relate or its
relationship with Web 2.0.
Review:
It has been discussed in the book that websites such as networking and video
site are the websites that are the most talked-about websites today. To be honest,
there are a lot of websites that are also important and growing.
Basically, YouSendIt.com is a site where they have a primary focus, which is the
transferring of information and files to other people. A few years ago, this has been
accomplished by using File Transfer Protocol software. Although with the fast
growing of the web, the average sizes of files are getting larger and therefore, more
difficult to transfer using old technology. Today, there are now easier ways and
options in doing so. YouSendIt is basically one of them. The website makes sending
and receiving files more easier and a more on demand endeavor.
YouSendIt.com has primary focus on what they do, and they do it well as what the
book says, and I think it’s basically true. Their task applies to many of the issues that
we people encounter in the web, which includes securely sending information in the
web and as well as tracking those information.

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Ranjith Kumaran is the founder of YouSendIt.com He is currently responsible for
product management and corporate marketing. He has experiences prior to
YouSendIt. He has experienced Verisity design and as well as Red Hat, where he
architected Open Source software.
In addition, in this chapter, you’ll Ranjith Kumaran shares his experience with us
readers, and answers some questions related to the Web 2.0.
I have learned what YouSendIt is all about and their primary focus in which
they do well. Moreover, I have learned about Ranjith Kumaran and his experiences.

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Garrett Camp: StumbleUpon
Amazon:
1
Quote: “Web 2.0 is really about the user experience and not the underlying
technology.”
I totally agree with this one. Basically, when you create something, you
create it not only for yourself but also for the whole world. And by making it a really
great experience for the user is what it’s all about. If you have an application that
doesn’t have a great experience at all, it is kind of useless despite what technology
you may have used. In creating an application, it’s all about the user experience
because user experience says it all. Once you have this, then you are good.
I have heard of StumbleUpon before, but I really don’t know what it is. I just
know the name or remembered the name because it’s one of those websites that
have a really catchy name. So basically, I want to learn about StumbleUpon and see
how catchy this website is to me and what it’s impact is and relationship to the Web
2.0.
Review:
Basically, the chapter talks about what StumbleUpon is all about. To it’s name
alone, just by reading the first line, I already picked up the idea on what this website
is all about and I think it’s pretty neat. Basically, StumbleUpon allows users to send
sites that they literally stumble upon. I myself have encountered this experience
wherein I stumble upon an interesting website and end up sending them to my
friends. Basically, if you tell them to search for it, they would most likely have
difficulty in finding it because search engines don’t exactly give you always the best
results.
In StumbleUpon, there is this feature in the community where in websites are rated.
This way, people or users can easily see the top websites that are often looked at by

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the majority of users, while the least visited websites are at the bottom of the list.
Users can quickly find sites that other people or friends may have recommended.
In addition, StumbleUpon has made it easier for us users to share sites with out
friends by adding these add-ons for our browser (Internet Explorer and FireFox only).
With people more than 4 million, it is most certain that you will likely get the results
that search engines won’t give you.
Garrett Camp is the man behind it all. He is one of the founders of StumbleUpon and
has been the chief product officer of the site since 2001. He has been contributing
and helping other users share sites they stumble upon. The outcome of the
experience helps provide interesting insights into the Web 2.0.
I have learned about StumbleUpon and how it can be another useful too in
the Web. It makes life easier and yet again, one of the inventions in changing the
world. Plus, Garret Camp’s insights and revelations.

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Rodrigo Madanes: Skype
Amazon:
1
Quote: “People don’t tend to see… how the Web is getting more homogenized and
more easily ‘cut and paste’-able.”
I basically agree on this one and this is the most interesting quote that I
found in this chapter. It’s only recently when I discovered that almost everything
nowadays is open source. Meaning, it’s very easy to do things because the resources
in the Web are phenomenal. You don’t have this before. Now, the Web is evolving
more than ever. Just by building or putting up a site of your own or an e-commerce
site can actually be done in like 5 minutes. It’s amazing how we could do things really
fast these days. Gone are the days where everyone has to code from scratch. It’s all
open sources now. Cut and past style.
This isn’t actually the first time I have heard of the term Skype. I have heard
and known about it for some time now. Although I really don’t know exactly what it
does, I know that its some sort of a chat or something like that, which people who
have friends outside of the country use, just like our family friend, who’s actually
French, uses Skype. So basically, I expect to learn more about Skype and it’s relation
to the Web 2.0.
Review:
The first thing the chapter talks about is basically Skype itself. Skype is a
program or application in which calls are made. Skype is very similar to your instant
messaging programs, but instead of chatting, it’s for calling. Skype is ideally used to
make calls outside of the country, no matter how far away you are from the person
you are trying to contact. As a matter of fact, as what is stated here, what’s great
about Skype is that location didn’t actually matter. Meaning, you can make calls and
converse with people no matter where you are, just as long as your on earth and not
in another planet or another galaxy.

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Skype is a software people can use for free, anywhere in the world. For the 2.0
version of Skype, it’s not just calls that are made possible but video calls as well. At
this point in time, many people are familiar with Skype all over the world and it is
really popular.
Niklas Zennstrom and Janus Friis founded Skype back in 2003. Since then, there were
a number of people who joined the team, in which Rodrigo Madanes was included,
who actually heads the product strategy at Skype. So basically, this chapter talks
about Skype and the interview questions with Rodrigo Madanes in which he talks
about the relation of Skype to the Web 2.0 and other insights and revelations.
I have learned what Skype is all about. I have learned what I expected to
learn about Skype and moreover, I have learned who was the founder(s) and their
insights or what they have to say regarding Skype and Web 2.0.

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Rod Smith: IBM Corporation
Amazon:
1
Quote: “Web 2.0 is really empowering and can help transform IT and line-of-
business relationships.”
Web 2.0 nowadays is making companies more and more need IT. In the world
of business today, IT is already an essential part of every business. I think it would be
really difficult today for businesses if they don’t have IT. IT has changed the way we
do our business and has even made it easier and simpler. It can only get better in the
future.
I think almost all the person living today have heard or knows of the name
IBM. If not, there might be something wrong with you. I expect to learn more about
IBM and it’s relation to the Web 2.0. I know that IBM is one of the highlights or
rather a well-known company that has been around a long time and has made
changes in the Web 2.0 or rather the computer industry.
Review:
The chapter first talks about IBM. To be honest, I never really knew what IBM
really stands for. Just by reading the first few lines of the book, I am happy to learn
what IBM stands for, after all this time of hearing the name IBM ever since I was a
kid. I guess I really never was interested or I didn’t care what it meant.
So basically, IBM stands for International Business Machine. It’s a name that has
been around a long time ago. As a matter of fact, the book stated that IBM has
existed for almost a century already and it was incorporated in 1911. Though, it has
been said that it roots back farther than that, which I find pretty interesting actually.
IBM focuses on many areas such as products and services. The company is a well-
known mainframe area and has been a big opponent to Open Source, Linux, and
more. What really amazes me is that, it has been stated that it would take an entire
book just to describe what IBM has done in the computer industry and what they do

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now. With a history like that, no doubt that IBM is a company worthy of being asked
questions about the new technologies today.
Rod Smith hasn’t been around since IBM was incorporated or perhaps not be the
founder of IBM, but he is the man to ask today. If you want to know about IBM and
what’s going on with them, then Rod smith is the man to ask. He is the vice
president, emerging Internet technologies. Rod has given answers and has stated in
interviews that innovative applications like what Google has done and other
companies are going to change the way productivity applications are developed.
Rod’s view on the Web 2.0 is that, he stated that they stick to the O’Rielly definition:
it is the intersection of social changes, and technology changes. That is what makes
Web 2.0 exclusive. It has been said by Rod that it is not about how just technology,
but is has been about how businesses are changing, how people are collaborating,
and how people are unlocking content to be used in new and innovative ways faster
and simpler.
I have learned most importantly what IBM stands for, after all this time of my
life. I have learned how IBM has a vast history and how it would take a book to
describe their accomplishments. Moreover, I have learned that Rod Smith or rather
IBM’s view regarding the Web 2.0.

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Tim Harris: Microsoft Corporation
Amazon:
1
Quote: “People tend to put Web 2.0 in the ‘browser bucket’ and say that if it is not
running on a browser it is not Web 2.0”
Well I think I kind of understand people for saying this. Even I kind of agree
with the people simply because of the name Web 2.0 itself. Obviously and no doubt,
IT IS about the Web. Otherwise, why put a name that doesn’t describe it at all? So I
think that programs or applications that run on through the Web is Web 2.0, and
those that doesn’t isn’t Web 2.0.
Who wouldn’t know Microsoft for their very famous and most used
complicated operating systems. Well, that’s just me. Of course to each of us has
their own opinions and honestly I don’t like the Windows operating system. It’s too
complicated and well over priced. Anyway, sorry about that. Going back to the topic,
I expect to learn Microsoft’s point of view in Web 2.0. I know they have been a
contributor and one of the major contributors, but it’s interesting to know their
insights.
Review:
So as usual, the chapter talks about Microsoft. One of the popular Microsoft
Web 2.0 products today is Live Search where in you could find applications such as
mail, messaging, blogging, and many other social features. Microsoft’s popular
Internet Explorer has also been one of their highlights too. It has been the most used
browser before browsers such as FireFox and Safari came out.
You might have wondered for this chapter why Tim Harris is the name for Microsoft
as compared to the previous chapter where in its states the founder and the
invention (e.g. Biz Stone: Twitter). There are many numerous big names at
Microsoft. Steve Ballmer, Ray Ozzie, and the biggest name of all, Bill Gates. So you
might be wondering why the founder himself, Bill Gates wasn’t the name on this
chapter’s title. The reason is because in Microsoft, if you want to get into specific
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details on specific areas, it is better to talk to the person more directly influencing
the technology. And for this time, it’s Time Harris. Tim works as a product manager
in the Developer & Platform Evangelism (DPE) group in the Server & Tools Division.
With his position, he has the insights in what Microsoft is truly doing and where it is
headed at a working level.
Tim Harris’ definition of the Web 2.0 is that it falls down to three pillars. There’s the
technological pillar where people converse about AJAX, RSS, ASP.NET and
technologies that are used in building a website and a web application. The second is
the Business Pillar model because nowadays business are linked to software, and
every business today uses software. And the last pillar would be about the people
with their blogs and all that social networking stuff.
So basically this chapter talks about Microsoft and it’s insights or rather, Time Harris’
insight regarding the Web 2.0.
I learned how big a company Microsoft. It seems to amazes me how names

like Tim Harris is more worthy of an interview than the big names like Steve Ballmer
or even Bill Gates himself. It’s pretty amusing how every people define Web 2.0. As if
there is no real definition for it.

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Bob Brewin & Tim Bray: Sun Microsystems
Amazon:
1
Quote: “All the participants on the Web have an equal say in how the Web and the
information on the Web resolves.”
Basically, each and every one of us has our own perspectives regarding the
Web. I think there isn’t really a real definition for the Web since we all have our
different views and opinions. Just like defining the Web 2.0, there isn’t really a stable
definition. All these big names from big companies have different sayings regarding
the Web 2.0.
This isn’t actually the first time I have heard of Sun Microsystems. As matter
of fact, I have heard of the company since the late 90’s. I watch the FIA Formula 1
World Championship. One of the racing teams called McLaren Mercedes is
sponsored by them (if I’m not mistaken) or a partner. So that was actually the time
when I first heard of Sun Microsystems as the side mirror of the McLaren Mercedes
F1 Car has Sun’s name on it. So anyway, I expect to learn more about Sun
Microsystems and its relation to the Web 2.0.
Review:
As usual, the beginning of the chapter talks about or gives us an introduction

of what Sun Microsystems is all about. Basically, Sun Microsystems is one of the
leading names and influences in the Computer Industry. As what some of you may
already know, Sun Microsystems is the founder of the very popular Java or what
others call the Java Programming Language. It’s one of the most famous products of
Sun Microsystems and it has been very successful as well.
Sun Microsystems is actually not just a developer of a programming language. The

company is also involved in hardware, operating systems (Windows, Mac, Linux,
Solaris, Ubuntu etc.), and more. What’s really nice about the products of Sun is that

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it can run on any platform. Meaning, Sun software like Java is Multi-OS. It can run on
Windows, a Mac, a Linux, or what have you.
At Sun, the famous Java programming language and other popular initiatives that
have taken place are actually deeply involved in the Web. Their work in hardware
and operating systems gave them perspectives that are worth nothing in regard to
the Web. At Sun, the two responsible persons are Bob Brewin & Tim Bray. Robert
Brewin is a distinguished engineer and the chief technology officer for software,
while Tim Bray is a director of Web Technologies. Not to mention, he also launched
one of the first public web search engines in 1995, and more.
So basically, this chapter discusses Sun Microsystems and its relation to the Web 2.0,
with Bob Brewin & Tim Bray’s insights and revelations.
I have learned more about Sun Microsystems and its relation to the Web. Not
to mention, being able to know the two men behind the company and what their
insights and revelations are.

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Michele Turner: Adobe Systems Incorporated
Amazon:
1
Quote: “User-generated content; content is king”
Basically, this is one of the philosophies of Adobe’s Michel turner. What this
means is that, in a website, its not all about the looks of it, but how it can be
controlled by the user. It’s the content is what is important, which gives the user the
controls to create a better experience.
I have heard of the name Adobe since I was in high school and one of the
things I would want to learn more about Adobe and hear from one of their people to
give his or her insights and revelations.
Review:
So the first thing the chapter talks abut is the Adobe itself. As we all know
Adobe is one of the most popular names in the computer industry and has a large
contribution. As most people would know, Adobe is seen always in the Web with the
famous Adobe Flash. A number of sites in the web have Flash or is Flash required to
be able to view the site properly. Another famous and common product of adobe is
their reader, which basically reads PDF format files. However, Adobe is more than
just a Flash and a Reader. Their wide varieties of products include ColdFusion,
Dreamweaver (which I used back in high school by the way), Flex, InDesign,
Photoshop, Premiere, Director, RoboHelp, and so much more. Their products cover
various categories from design, publishing tools, digital imaging, to audio.
The representative of Adobe is Michele Turner. Michele is an executive from Adobe.

She has a lot of experience from her different positions in different companies. She
has worked in Netflix, where she worked as a vice president for product marketing
and design. She also worked in AOL as a senior vice president of marketing. She also
worked at Excite@Home where she was a senior vice president and general manager

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for development, and many more. I could say that she is really outstanding and I
think she is one of he key people in Adobe with regards to their position and success.
Currently, Michele Turner is the vice president of platform product management and
developer relations in Adobe. When asked what her and Adobe’s perspectives are,
she said that before, when you look at a website, you could easily say that that is
Web 2.0 right there just from the looks. But today, that is most likely changing she
said. It’s not by the looks anymore but from the user interfaces and user experiences
as well. Basically, what her and Adobes perspective is to the Web 2.0 is that: It is all
about giving a lot of control back to the user and leveraging that infrastructure that
they’ve built with Web 1.0 to enable extremely rich experiences now that isn’t
possible before.
I have learned more about Adobe, but most importantly, what Web 2.0 is for
Michel Turner and Adobe.

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The 95 Theses Cluetrain
Manifesto
(Reflections)

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1 Markets are conversation
First of all, to be honest with you, I have never heard of such a thing in my whole life.
To tell you frankly, this is the very first time I heard that Markets are conversations.
So, since this is the very first time I heard of it and have no real idea what it is, My
understanding is that, I think that what this means is that, In a market, there are
people. Well, not purely people because there are also stuffs like products in the
market. Markets are conversation because in a market, people talk. And when
people talk, there is a conversation going on. Now, mainly what they talk or converse
about is the market. They talk about it. They talk about what's new in the market.
They also talk most probably about their competitors (since people in the market
have competitors), which they have to beat. They talk about who's who in the
market. Who is leading the market. Another thing or topic that they talk about is
their plans for the market. They talk about what to do, what their plan is going to be
to be able to be the leader in the market and be able to beat their market
competitors. Those are most probably the topics that they talk about in their
conversation.
That is between the marketing people. I think another meaning to this would be,
that in a market, their are clients. These market people converse with their clients in
order to create or develop what the client and the marketing people want. In short,
their main goal as a team (including the client). So basically, I think this is what
markets are conversation means. It's simply people conversing in a market. So I think
the market is a sort of place where people meet to converse.
2 Markets consist of human beings, not demographic sectors.
As I've said in my first reaction on the first thesis of the Cluetrain manifesto, this is
again the first time that I've heard of such a thing. So, what I'm gonna say is what I
think it is, or basically how I understand this statement which says Markets consist of
human beings, not demographic sectors. First of all, human beings are human
beings. We were born in such a way that God made us with features of our own. We
can call it the human features. Now, each and every human is unique. We were born
having our own looks, we were born with our own talents, we were born with our
own personality, we were born and came from our own mothers. What I am trying
to pin point here is that, Even though we humans have are own uniqueness,
personality, individuality, or what so ever, We all have this so called feelings or
emotions. We get feelings or affections by people. We get affection from our family,
most especially our loved ones. We all have feelings for our very own loved ones. We
can get emotional with circumstances that surround our loved ones and us. Not just
loved ones, but we could also feel something or feel emotional about other people
whom we don't even know. Well, that's the way it is. That's the way we humans
function. That is why part of the statement says that "Market consist of human
beings".
On the other hand, Demographic sectors are like diagrams, or numbers. In which
they don't inherit the same features as we humans have. Meaning, demographic
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sectors don't have feelings and emotions. They are without these conditions as to
which we humans can get hindered by our feelings and emotions. So, basically that's
what this statement is trying to say.
3 Conversations among human beings sound human, They are conducted in a

human voice.
When we humans talk, we talk human. It definitely sounds human. The statement in
which it says the human sound is conducted in a human voice. It is basically true
actually. When we human speak, of course it sounds human. We know this for a fact
because we know what position were in. In short, we know where we stand, or
rather, we know enough to know that we sound humans. I mean, if we humans here
a dog barking, do we still think that the dog sounds human? No. of course not. We
humans know who's who. We know what an object or a thing, or a living creature of
whatever kind sounds like. So definitely, we know enough to know that when we
talk, it surely sounds human in which we are.
Normally, when we speak to other people, we speak as we be ourselves. We humans

speak as if our approach is what we are trying to say. That means, in a way, we try to
speak with our expression to be able to deliver what we are trying to exactly deliver.
Say for example a text message. It's really hard to determine what people's
expressions are in a text message. You won't know for sure if the person is lying or
joking around. It's really difficult to know. That is why when we personally talk to
each other, we speak out in a way that the person you are talking to will get the
point. Because I mean, we could also talk to people that won't sound human. It's like
when you read something. When you read something it would feel different even
though you wrote it. On the other hand, when you speak what you wanna write, it
will feel more right than trying to read what you wrote considering with all the
pauses and stuff when you read. It definitely sounds right. More human in a way.
That's what I believe this statement is trying to point out.
4 Whether delivering information, opinions, perspectives, dissenting arguments or

humorous asides, the human voice is typically open, natural, uncontrived.
I think what this basically means is that when us humans deliver something, whether
it be information, opinion, perspective, arguments, or what have you, We humans
remain in a way that we are typically open minded, typical and uncontrived. Now, to
exploit more on that statement, here is what I think a good example might be. When
we humans are trying to explain things, whether it be an opinion, a reaction, an
answer to a question, or what have you, we have are own ways of explaining them.
We explain them in such a way that the person you are trying to talk to is getting
your point. Which is actually the point. I mean, t would be really useless if you talk to
someone and keep on explaining and explaining your point and then they don't get
the point at all in the end. So, in a way, we figure out how we are going to explain
our point whether it is long or short that the person gets your point. Now you see
here, that's the thing. When we explain it, we sometimes make it really really long
for the person you’re trying to explain it understand it. But when you come to think
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of it, it just adds up useless words. I mean, when your explanation is really long, it
doesn't mean that it’s the only way the person will understand it. So what do you
do? Shortcut it! Try to use words that are short as possible. Instead of adding up
words that are not really necessary, use the shortest words possible. Make it simple,
make it short, and make it straight to the point! Believe me, the person will quickly
get your point. So more or less, I think that's about what the statement is pointing
out here.
5 People recognize each other as such from the sound of his voice.
This theses means that when people talk to other people, they can easily tell
whether that person they are talking to is a human being or not. Because there is a
chance that it is the corporation speaking and not the human being.
As it was mentioned in the Cluetrain Manifesto book, it is said t be that because of

the revolution the world is turning in to, Businessmen or people who are in the
corporation talk crap. They talk all about these enlightenment speeches and all that
and want the people to believe in them and that they can make this world a better
place to live in.
In the first place, the company themselves or the businessmen inside the company
doesn’t believe what they are saying. They don’t believe in their speech. It was all
saying. It was sort of like a cover up. They did it for their image. They did it just to
look good. But neither they themselves believe in what they say.
So, in a way, it is not human anymore. Meaning they talk inhuman. As compared
when you talk to a person or perhaps a friend, you’ll know it came from his heart
and he has spoken it in a human way. It’s a voice of a human and not a voice of a
corporation. So, that is how people recognize each other as such from the sound of
his voice.
6 The Internet is enabling conversations among human beings that were simply
not possible in the era of mass media.
During the mass media period, it was very difficult for people back then to
communicate. It was as if that it was almost impossible to people from other
countries to talk to other countries as well. Life or rather communication during the
mass media period was small. It was as if they were living in a different world.
For a mail itself to reach halfway across the globe, to the west, to the middle east
and to the far eastern sea, it would take months just for the recipient o receive the
mail from the sender. It really really took a lot of time. It was as if it was going to
take forever just before the mail you sent arrives to its destination or the recipient to
be specific.
That was just sending the mail, not to mention that doing or writing a mail would
take time too. During the mass media period, it would take a pen and a paper and an
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envelope perhaps to do a mail. And considering the errors that can be done when
writing a mail could also consume time.
Today, it is so much easier as compared to the mass media period. Every

communication nowadays is like a walk in the park. Even communicating to people
in different countries abroad is so much easier. Technology and the Internet have
provided us great communications. Chat is one example of free communication
services the Internet has to offer. 3G phone calls is even a great example of
communication or rather Web cam sessions. So, nowadays it is just a breeze to talk
to your love ones and friends anywhere on earth.
7 Hyperlinks subvert hierarchy
During the period of like the mass media, people were not linked. They only are
linked to the people whom they know. Businesses, or companies are also linked to
the market of their reach. They are only linked with competitors and places they can
reach, but asides from that, nobody back then was altogether linked in such a way
that they can be anywhere in the world.
Nowadays, because of the Internet people are easily linked. Whether that person or
that company may like it or not, because of the Internet, everybody these days are
now linked. A kid nowadays can suddenly be linked to a CEO of a company. Anybody
for that matter can be linked. No matter who you are, what you are, where you
came from, what position you are in, you are linked to everyone in the world
through the Internet.
With just one click of a button, you can end up going to websites of people, websites
of company, personal blogs by the CEO himself, and many more. Another thing
nowadays is that a person can comment on anyone’s post in the Internet, whether it
be a blog or just a post of an experience or referential post, people or anyone as a
matter of fact (even a 7 year old) can comment and talk trash to that person he is
trying to comment to. It’s like saying a kid can blow off a company’s CEO by just
commenting on that post.
It is like a way of people communicating, writing, or commenting what they think

about that post, their insights and revelations, and they could also prove themselves.

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8 In both internetworked markets and among intranetworked employees, people
are speaking to each other in a powerful new way.
Back in the days, there was no Internet. That means there isn’t any internetworked
markets or intranetworked employees that existed before. There was lack of
communication as compared to before.
People, and companies nowadays can easily communicate through the use of the
Internet and express their opinions. Example in a company, not everyone or all
people can speak and be heard by the CEO or the top management team, most
especially the low ranked employees. Now, there are many ways that these voices of
every employee can be heard. It is another way of gaining an advantage for the
company, not just for the employees to be heard. It is a way of advantage for the
company simply because they can gather information about the problems of the
company which the top management or CEO doesn’t usually see. I guess, not unless
you are in a position of a low rank employee who experiences the problem. At this
point in stage, only that employee knows the problem, but given the fact that most
companies don’t usually hear out or expect opinions from their employees, they
would never know for sure that problem.
So, in a way, the Internet has many ways for this problem. For example, a board or a
forum where every employee (no matter what rank) in the company can express
themselves and give their insights and opinions. These are on of the many ways to
address such problems.
So, in that way, people are speaking in a powerful new way as compared to the old
days.
9 These networked conversations are enabling powerful new forms of social

organization and knowledge exchange to emerge.
What this statement is trying to say is that, when you start something or do a start
up, you would not know for sure exactly how it will turn out, if it will make or break
you. It’s hard to predict to determine the outcome. So, you have to take the risk and
just do it.
During the mass period days, there was no Internet. Like I said in my previous
reflections, communications was very difficult. It’s usually word of mouth or just the
people who knows, knows your business. The world doesn’t know it. Not unless
you’re a very popular company I guess.
Today, it is totally different. When you do a start up, you must be part of the
Internet. Join these networks. If you want, you can join many networks so that you
will be linked more. It is a way of getting discovered. These days, it is easy to get
discovered. You just have to upload whatever your business is, and then that’s it. It
now all depends if the people will take a look at it and be interested. Regardless of
what network that you join in, it will all be most likely the same. Perhaps joining a
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popular or a well-known network would be a step higher of getting discovered. You
just have to choose wisely. Or if not, join as many as you can! Be part of these
Internet networks that can make or break you.
10 As a result, markets are getting smarter, more informed, more organized.

Participation in a networked market changes people fundamentally.
These days, it is so easy to post things up in the Internet. It is so easy to share our
experiences, our opinions, our insights, or our revelations. It’s easy to exchange
opinions. It is an advantage cause when we post, people give back. Whether if the
response is good or bad, people give back. People can give tips, advice, solutions,
and feedback to you. That is why people these days are getting smarter, more
informed, and more organized as well.
So you see, by just participating in these Internet networks, you could gain a lot of
knowledge. You could learn new things. Even perhaps, learn things that you never
knew before. So it’s really knowledgeable when people use the Internet and joins
such networks.
Because of this, participation in a networked market changes people fundamentally.

It changes the way the world gathered and exchange information. The whole process
or rather a new learning through the use of the Internet was discovered and
explored. Therefore, we are more powerful than we used to be during the mass
media period, because during those days, these things that we do now and most
probably take for granted, can’t be actually done before. As a matter of fact, it was
impossible during that time to do the things we do. So it is great that we have the
Internet and have this superb knowledge.
11 People in networked markets have figured out that they get far better
information and support from one another than from vendors. So much for
corporate rhetoric about adding value to commoditized products.
During the old days, people in markets were not yet networked. The corporations or
companies do persuasive speaking to promote or even perhaps writing to promote
their own products. They do almost all sorts of things just to add value to their
products and promote their products. They get information through other vendors.
They also get support from them, and in turn the vendor sort of does the same. It’s
like exchanging information and support.
That was during the old days, but today, it is so much easier for the companies or
corporation to do what they have been doing during the old days. Because of the
Web or the Internet basically, people, companies, corporations, are a market with
network. They are now networked markets. Through the network they get more and
even better information from one another, and also more support. They don’t
anymore get them from vendors or by persuasive speeches or writings. This is today,
the new world where in people are now networked and get better informed and
support as compared to the old days. This way, it is now easier for people,
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companies, or corporations to add value to their commoditized products. Not only
do they get more information, as compared to the old days, it is way way better.
Information these days are tremendous. Sometimes, it is even unbelievable to have
such great information, which is impossible during the old days. So, it’s better for
everyone now where everyone is networked and can get the best information
possible.
12 There are no secrets. The networked market knows more than companies do
about their own products. And whether the news is good or bad, they tell
everyone.
Nowadays, it’s impossible for companies to have secrets. Well, maybe some have
still secrets but sometimes they get discovered when someone witnesses it, and
suddenly that person posts it on the Internet, and from there it’ll spread like wild
fire. Especially when that person post’s it on a forum, it will spread even faster.
There are no secrets anymore because almost everyone or every company or every
corporation blogs or perhaps posts things on the web. Most likely in their respective
websites. They post information about their products there, they blog about stuff
and so on. Some even sell their products there online.
Nowadays, everyone is networked. Meaning, everyone is linked through someone.

Say for example a five-year-old kid can be linked to a CEO’s blog and suddenly the
kid can comment on his or her blog. So, it’s really easy to stumble upon websites of
people or corporations because we are all connected through the Internet.
Sometimes, when you post something, you’d think that only a few people know
because let’s say you didn’t really advertise that you have posted something on your
site. But little do you know, a lot of people or corporations know about it already
because as I’ve said, it’s so easy to stumble upon websites, especially when people
are following these websites for updates. So, it really is true that the networked
market knows more than companies do their own. And whether it is good for the
company or not, people will tell by any means.
13 What's happening to markets is also happening among employees. A

metaphysical construct called "The Company" is the only thing standing between
the two.
To be honest with you, I am having a hard time trying to understand what this
statement is all about. So, I am just going to interpret it the way as I think I
understand the statement. So, to begin with, I think that what this statement is
trying to say is that, nowadays, markets have evolved into a high tech revolution
where it is so easy to be linked and be connected, or rather perhaps be part of the
networked market.
What is happening now in the market today, along with the evolution of the
technologies applied to it, is actually happening also among the employees of the
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company. It is only the company, which is said to be a metaphysical construct is the
only thing standing between the employees.
I think what this actually means, based on my own understandings is that, just like
people in the markets, they buy, sell, talk, etc. In the company, people do the same.
Each employee has his or her own opinion. Maybe majority would go for, or agree
and side with the products of the company, while others just do their job but prefer
the products of competitors. So, I think this is what the statement means, or
something like that. I mean, if there would be company, employees would basically
choose their sides. It’s just the company that’s in their way of expressing their true
feelings or likes.
14 Corporations do not speak in the same voice as these new-networked

conversations. To their intended online audiences, companies sound hollow, flat,
and literally inhuman.
What this statement basically is trying to point out is what the Cluetrain manifesto
book’s last chapter discussed, if I’m not mistaken. As a brief summary of the last
chapter of the Cluetrain manifesto book, here’s a recap.
The last chapter explains how business or companies talk and reach out to people.
They give all these speeches and writings, which as a matter of fact is persuasive.
This means that they try to persuade people in perhaps buying their products, or
getting them into whatever the company is planning and have to offer. It may seem
to sound very convincing that you want to go for it. But, the truth to that is, the
company doesn’t even believe what they’ve just said. They would even ask a co-
worker or something like that, Hey, how was my speech? The speaker himself
doesn’t really believe in what he just gave out.
This is just a way for the company to do business. It’s how it is most of the time.
These talks are just covers for making the company’s image look good. It’s business
nature these days.
By doing such thing makes them sound hollow, flat, and literally inhuman. Just what
the statement says.
New-networked conversations still speak human. It is these corporations that do not

literally speak human. It’s just their way of making them look good.

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15 In just a few more years, the current homogenized "voice" of business—the
sound of mission statements and brochures—will seem as contrived and artificial
as the language of the 18th century French court.
Going back to the Cluetrain Manifesto Book, The book has discussed about the
corporations voice. As discussed in the final chapter of the Cluetrain manifesto book
(if I’m not mistaken,) it discusses how corporations speak nowadays. May it be a
persuasive speech or perhaps a persuasive writing. It tells us that corporations these
days don’t even believe what they say. Whatever they say these days are all for
looking good. It’s just a talk to let the corporation look good, because the truth is,
even they don’t believe in what they say. So, that is how most corporations do it
these days.
This fifteenth theses state that, the thing these corporations do these days will
eventually become like some sort of a language. Something that is common which
maybe all the business will use. Which is, as a matter of fact will be bad. It is actually
bad for me cause I think that more and more will most corporations or even small
businesses will eventually speak human anymore. If everyone follows and uses this
language, it is not going to be humanly good. It’s ugly for me. This isn’t how we
should be. This isn’t how the world should evolve. The world should only develop in
the right way. In other words, the world should only improve, not become more
inhuman or something else bad.
16 Already, companies that speak in the language of the pitch, the dog-and-pony
show, are no longer speaking to anyone.
Again, going back to the Cluetrain Manifesto book, the final chapter talks about how
the corporations nowadays talk very inhuman and not good.
What this statement is trying to point out is that in the future, when all the future
corporations or companies talk or speak the language will lead to a bad
communication. Simply because when you talk inhuman, it doesn’t sound like your
speaking to anyone. It’s more of like reading something or perhaps reading a line to
the crowd. It is not anymore a human speaking. Literally it is, yes. But, when you
speak human, you speak human. There is a real conversation, you’re not reading or
acting a scripted scene. It’s all-true. It comes from within. What’s nicer if it will come
from the heart. As what they say, Think with your brain, but use your heart to
decide.
That is what a human conversation or human speaking is. It is not like reading
something or acting a scripted act. It should never be like that. That is why, what
these corporations are developing as a language is not very good. It’s like going
backwards. As what I’ve said in my previous reaction paper, the world must move
forward. It should never be backward because we have every reason to improve.
There is little room for error. We must move and head to the right direction.

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17 Companies that assume online markets are the same markets that used to
watch their ads on television are kidding themselves.
During the period like the mass period or the recent decades, Markets or people
used to watch their advertisements on television. Every product of every company is
advertised through the television. If not, through posters or flyers, but mostly most
advertisements are done on the television where everybody tunes in.
So, that is what corporation or companies usually do back then, but today it is very
different. A lot of advertisements are done online. I am not saying that it is entirely
done online. Of course the television advertisements are still up and running, but
since the rise of the Web or the Internet, things had sort of changed.
When you advertise in an online market, it is somehow similar to advertising on

television, but the web is more powerful than the television. In the web, people can
comment and have power. The power to express themselves through their blogs and
all the other stuff in the web. A forum is one of them.
So, if companies assume, or think that when they advertise on the web, it is just like
advertising on television. But it ain’t. They are completely wrong. The Internet has a
very different atmosphere from the television. The web is more powerful. It can
make or break you. Unlike the television where you just watch it, In the web, you can
get criticized. Well, that’s the worst thing probably. The good thing is that, it can
make you and get you places. So, corporations must know this about the Internet.
It’s an essential knowledge not just for the companies or corporations, but also for
everyone else.
18 Companies that don't realize their markets are now networked person-to-
person, getting smarter as a result and deeply joined in conversation are missing
their best opportunity.
Despite the fact that everyone is now connected to the Internet, including
corporations, there are still some business, companies, or corporations that haven’t
adapted to it yet. Some has an excuse of saying that they don’t have the dough to
join the Internet and would add cost. Others would say that it is not them, meaning,
it is not how their business should be. Or some go like, Internet was never part of the
plan, this is a fashion company, or something like that.
Some people still haven’t fully understood the use of the World Wide Web. They still
haven’t got a clue what it’s powers has and how the whole world is adapting to it
already except for these certain few people, businesses, companies and
corporations. Some don’t even know that despite not committing to the Web, their
products are already being discussed in the Internet. It’s already blogged and linked
or something like that. Not to mention, the fact that people are getting more
informed and smarter.

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So, these companies must adapt fully to the web. It is the best opportunity of
success. Well not fully, but Internet is part of the business if you want to be
successful or made. Like I’ve said in my previous reaction paper, The Internet can
make or break you. So, go on, take the risk. Join the community. Either way, these
people, businesses, companies, corporations have nothing to lose. Because sooner
or later, everything is going to be connected through the Web.
19 Companies can now communicate with their markets directly. If they blow it, it
could be their last chance.
During the old days, companies were not able to communicate directly with their
markets. Yes, it was possible before, but it was not so easy as compared to how
companies now can communicate with their markets directly through the use of the
Web or Internet.
Today, it has indeed become easier for these companies. But, they have a problem, if
they blow it; it could be their last chance. People or these consumers are more
powerful now with the Internet. People now could easily judge something. Express
about it and blog about whatever disappointments they have. It will be only a matter
of time before it spreads like wild fire. People are connected to people, and
everyone is connected to everyone. So, once everyone discovers any bad traits
about a certain product, it’s a dead end.
So, when companies communicate with their markets, they must carefully do it.
They can only get a shot or two. These people have the power to make or break you.
So companies have to do good if they at least want to stay alive and not be eaten by
their market.
This is the new world now. People, businesses, companies, corporations, or as a

matter of fact, everyone, must adapt to it and use it in the correct way and not the
other way around. Internet is a good thing yes, but only if you use it in the right
manner, because it would be a disaster if it were the other way around.
20 Companies need to realize their markets are often laughing at them.
Today, with the power of the World Wide Web, everything is linked together.
People, businesses, companies, corporations, everyone and everything is linked
nowadays. You will find most of everyone and every stuff in the Internet.
When you post something in the Internet, everyone will see it. Everyone can
comment about what ever it is that you posted. What this statement is trying to say
is that, when companies or businesses post, they don’t realize that they are often
being laughed at.
I am a member of the Philippine Macintosh Users Group, and one of our members
posted the new Microsoft commercial with Bill Gates himself and this comedian
Jerry (forgot his last name). Honestly, when I watched the commercial, it totally
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didn’t make sense at all. I was like, what was that about? I didn’t get the point what
Microsoft’s new commercial was trying to point out r prove. It was not only me who
found it kind of weird and pointless, even the rest of the board didn’t get it. Some
were just laughing cause it looked stupid.
So, this is what the statement is trying to point out. People are often laughing at
companies. If we recall the last or the previous theses, it states that it can make or
break the company. This I think is a relation to it because companies have to
carefully do their things right in order to make it or at least stay alive in the market,
moreover, not be laughed by their markets.
21 Companies need to lighten up and take themselves less seriously. They need to
get a sense of humor.
Nowadays, these companies are not developing in the right way. These companies
are getting more serious and loosing it. They are becoming more and more inhuman
and already loosing their sense of humor.
When companies give out their persuasive speeches or perhaps writings, it totally
doesn’t sound human anymore. Going back to the previous theses and the Cluetrain
manifesto book, it discusses and explains to us that most companies these days do
this. They speak as if they were reading something and what’s worse is that they
don’t eve believe in what they are saying. It is just a way for them or a way for the
company to have a good image. By doing that makes them totally inhuman.
I think that companies these days are taking thing way too seriously. I think that is
why they end up loosing their humanity and acting like business robots. Most
companies these days are robots. It is not the right way. Like I said in my previous
reaction papers, we must only move forward in every way. These companies are not
doing it, but doing the opposite in one way. Companies must realize that not only
does the fate of the world lie in these people who consumes their products, but also
them. They are much needed in the development of the world. These companies
should realize this. Loosen up with whatever they are doing and take things 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.
Now, I am not sure whether this statement is somehow related to companies not
talking human or anything like that. The way I understand this statement is that, I
think Companies must have a sense of humor. They have to put sense in what they
are trying to do. Especially in their website. They must not put jokes there, but
instead, they must put sense of humor in their website.
Their website should have big values. Values that are not only good for the
companies image itself, but also for their customers and all the other people in the
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world. Little humility is showing at least small amount of humility because I think it
would be somewhat rood not to have even just a little amount of humility.
Companies should straight talk. This means that, they should not include anymore-
extra stuff, which can possibly make them look good or just for the sake of adding
stuff to have more to offer. Keep it straight to the point. Give out and say what is
necessary or crucial. Too many details are not going to help you at all. It will only give
you headaches. Not just for the people but also for the company. So, keeping it
straight to the point is crucial. Lastly, the company should have or must have a
genuine point of view. Meaning, it came from they’re own. They planned and built it
themselves. They should not copy other company’s point of view. Not only will it be
bad for the company but for the evolution of the world. Innovate something unique,
which no one yet has done before so that you can change the world. Therefore,
more success.
23 Companies attempting to "position" themselves need to take a position.

Optimally, it should relate to something their market actually cares about.
When companies try to position themselves in a way that they take position, as the
statement says, optimally it must have relation to something the company’s market
actually cares about. Because in my opinion, I would think that it is not right when
companies position themselves where there has no relation to their market, which
perhaps their market does not even care.
This is not the right way. When positioning yourself, you must see to it that you are
positioning yourself in the right way, and your market actually cares about it.
Picture this, Imagine a company trying to fit in a position where they have no certain
relation at all. For example, a dairy company trying to get a position in the IT
industry. Obviously, what does a dairy company have to do with an IT industry?
Would it make their dairy products better? I don’t think so. This would be so absurd.
It is not right. A dairy company has no relation whatsoever to an IT industry world. It
totally doesn’t make sense. Their market most definitely would not care.
So, basically, what this theses is trying to say is that, Companies attempting to
position themselves, need to take a position where they can highly relate to
something in their business, and their market actually caring about it.

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24 Bombastic boasts—"We are positioned to become the preeminent provider of
XYZ"—do not constitute a position.
Every company has it’s own goal in terms of succeeding. Of course, despite all the
differences these companies may have, they have one common goal – To become
preeminent or in other words, to surpass all the others and become the number one
provider of XYZ.
That is what I think is the one most common goal of each and every company in the
world. They want to be the leader in changing the world. Well, that’s basically the
whole idea, but the problem is, most companies don’t care. They just care for
themselves and their profit. They just want to earn, that’s all. It’s rarely nowadays
that you see companies that want to change the world. Yes, most probably they
want to, but I don’t think they care enough to change the world.
I think that is the problem of most companies these days. Sure they want to change
the world, but they make it only as perhaps a second priority? I’m not so sure, but by
looking at how our world is changing, it doesn’t look good enough. Companies are
not doing enough to change the world. Well, this is basically how I understood this
twenty-fourth thesis of the Cluetrain manifesto. Of course all of us has different
views and perspectives based on our own understanding. This is how I understood
this theses.
25 Companies need to come down from their Ivory Towers and talk to the people
with whom they hope to create relationships.
Companies these days usually hang in their ivory towers. This means that they just
stick there or probably hang around in their top offices. The thing is, they are not
coming down from their towers. They feel like kings. To begin with, just because
they are in a high position, it doe not mean that they don’t have to come down
anymore for them to talk personally with people.
If they continue to do this nonsense feeling king thing, they will definitely have
problems in the future with their relationships from people. What they must
basically do is, to come and step down. Get break from that tower and show their
faces. That way, people whom they hope to create relationships with them can talk
to them face to face and personally, which is human. It would not be such a good
idea if your clients were talking to just their right hand or something like that. It is
always best to come down and talk or even greet your clients personally.
This will show that the company does care for the people and moreover, they can
look good. It is nice to meet personally you, the people behind the company. It’s
really a different feeling when your just meeting up with their employees, as
compared to meeting the top man in person. It will give people more impact and be
more grateful of you. As a result, you will have good relationships with people.

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26 Public Relations does not relate to the public. Companies are deeply afraid of
their markets.
Actually, if you believe it or not, companies are afraid of their markets. Companies
are scared to be beaten by other companies. They fear the to companies the most or
perhaps their main rivalry company in their market. Of course, these companies
would never admit that they are scared, because it will only boost the confidence of
rivalry competitors.
Companies tend to get scared if their rivals release a new product in which they have
to answer by also releasing a product of their own that should beat it, or else, they
will be the one beaten. Which is one of the main reasons for a company to get
scared. So, in the market, companies try to do their best in beating their main rivalry.
Forget about the other competitors that are far from your league, but focus on the
most important rivalry you have that could possibly take you down.
A good example of this would be Apple and Microsoft. Ever since Apple released
their super computers that eventually can kick Microsoft’s ass, Microsoft has got
scared. It surely scared them. Apple became Microsoft’s biggest rival. Apple’s
Macintosh OS alone sends Microsoft to replacing their just released Vista, which
never became good.
So, this is just an example why companies are deeply afraid of their markets. They
can be terribly put down with just an OS or any kick-ass product for that matter. That
is why the competition is tight in the market.
27 By speaking in language that is distant, uninviting, arrogant, they build walls to

keep markets at bay.
What this theses means is that, when companies speak in a language that is
uninviting, the probability is that rivals or the other companies would often ignore it.
There could be lots of things or languages that a company can speak out that the
other companies wouldn’t mind or respond. They’ll just do their thing and just sit
there.
In a way, it builds a wall between these companies. Knowing what the other
company said is rather arrogant, uninviting, or whatever it is that is not really
minded by the other companies, a wall is then built. Of course you literally cannot
possibly see the wall. It’s an invisible wall that sets of quietness in between
companies. As long as companies do not use language that are inviting, the wall
would always be there.
Now, I’m not saying that it is good to have a wall. No, that is totally wrong. The truth
is, it really depends on the situation. In some cases, having a wall is better, and in
some cases having no walls is better. It really is dependant on the situation.

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Keeping markets at bay is like you are not introducing a product that could rival
them. That simply means the process or way you did things is uninviting. On the
other hand, If you release a new product and speak out, that’s the only time the wall
will disappear and companies will react on the situation. It really depends.
28 Most marketing programs are based on the fear that the market might see
what's really going on inside the company.
The most important thing or rather the most things feared by each and every
company is other companies knowing what is really going on in the company. It’s
pretty common sense. There’s no need to elaborate on this theses, but for the sake
of elaborating and making it two hundred fifty words, here it is:
For example, Apple Inc. versus Microsoft Corp. These two companies are the most
brutal rivalry in the history of computer to compete with their Computers, mainly on
their Operating Systems and software. Apple is known have one of the best
Operating Systems in the world. One of the reasons is because it can run a Windows
operating system. Moreover, it can run better in an Apple computer as compared to
hardware companies like HP, Acer, and companies alike. This is a thing, which
Microsoft cannot simply beat. Yes, they can run a Mac operating system, but one, it
doesn’t run smoothly, and two, it is not recommended.
This is something Apple has brilliantly done and I think has definitely changed the
world of computing. Now, if let’s say for example Microsoft will know and gain
knowledge about the things that are going on Apple’s turf, then there is a possibility
for Microsoft to go deep and try to do an attack on apple with a plan. It’s basically
the same with Apple if you switch around the situation. Apple will surely kill
Microsoft if that happens.
So, this is basically what this theses is trying to point out. Companies are therefore
heavily guarded when it comes to their own process or way of doing things. It is the
heart of every company.
29 Elvis said it best: "We can't go on together with suspicious minds."
What this statement is trying to point out is I think it means that we as a whole,
meaning the whole world can’t go on together with suspicious minds. We are always
suspicious I think about everything. Whether it’s just a small thing or a big thing, we
tend to get suspicious.
It’s human nature. Every single one of us humans has this kind of thing of being
suspicious. I think it is pretty normal for us humans to be suspicious. In a way, we
sort of end up figuring things out and our willingness to learn more and gain that
knowledge to satisfy our own suspicions. It’s a human trait supposedly.
What this theses is trying to say is that, even though it is something we humans
have, we cannot simply go on together with it. Of course this is not something we
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could delete in our systems, but what this theses is saying is that, as much as
possible, try not to be suspicious. It could only drive you to distractions. Going on
with suspicious minds will tend to keep people wandering and distracted. People will
lose focus on what the crucial things are.
This is very important for business people. These people cannot really go on with
suspicious minds. These business people are just to valuable to lose focus. These
people are largely involved in the process of changing the world, so if these people
were to go on with suspicious minds, chances are, they might not be successful. The
same goes for everybody. We have to stay focused.
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.
As we all know that being loyal to a certain brand means that that brand or company
appreciates you’re loyalty to them. As a matter of fact, every company would want
their customers to be loyal to them. Of course they appreciate the loyal customers
for being loyal. In a way, it is every company’s goal to have loyal customers. As long
as they have this, they’ll be steady in their business. It is important to every brand or
company to have their loyal customers because it is these loyal customers that
usually keep the brand up there. I mean, if people were just going to buy once, I
doubt if the company would even last. I mean, if everyone would do this to a specific
store, the store or brand won’t last. Companies or brands can’t survive without loyal
customers. It is essential for each and every company or brand to have their
respective loyal customers.
Now, what the theses is trying to say is that, because of what has been developed
and merely because of technology, through the use of the web or the Internet, these
brands or companies are becoming more and more stronger and therefore being
inevitable of breakups with their loyal customers because they are networked. If
ever something goes wrong, they are able to cope up with the ground lost with the
Internet.
31 Networked markets can change suppliers overnight. Networked knowledge

workers can change employers over lunch. Your own "downsizing initiatives"
taught us to ask the question: "Loyalty? What's that?"
Nowadays, it is really fast how things change. It is amazing that in a way, it’s as if it’s
impossible to do such thing so fast during the old days. Through technology, the
world is changing. It is so fast to do things nowadays. Just like this theses says it,
Network markets can change suppliers overnight. It is because of technology that
these businesses are able to do so. In the case of employees, nowadays, there are
many unemployed workers who are in the line for a job, so as one gets taken out, a
replacement is immediately there.

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Probably, because of this, there is no loyalty within the company. I mean, these
employees have no loyalty if they are causing problems to the company. It is
important for employees to have loyalty to their company because it is what will
drive them. Probably, it is also the company’s fault that they fire too quickly.
Because I think that it is not just the employees that needs to be loyal but also the
companies.
Loyalty is needed and is a must if you want to stay together or stay as is. If a
company always downsizes or change suppliers, they will never have a stable
relationship with these people. It will always change and have no loyalty. So, that is
why loyalty or rather a healthy relationship and avoiding cutting things out.
32 Smart markets will find suppliers who speak their own language.
Each and every company has their own supplier. Of course if something goes wrong
or there has been an argument, that certain company and their supplier may
breakup. Of course this is normal doing breakups but it is not necessarily a good
thing.
Nowadays, these companies, if their smart, they will find their suppliers who speak
their own language. What this means is that, Every Company has their own language
regardless of what language they use. It is more preferable that these companies
choose a certain supplier that speaks their own language of doing business. It is
crucial because having the same language will mean that they will both understand
each other. This leads to communication. Communication is very important, as we all
know, without communication it would be impossible for everyone to understand
each other. So, not only does communication have to take place but also in order for
companies to communicate properly with their supplier, they need a supplier that
speaks their language.
Today, markets have grown since then. They are smarter and more agile. They can
rapidly adapt to the changes that the world is going into. Which means that
companies automatically can find their own suppliers who speak their language. As a
matter of fact, I think that every company that has knowledge can easily find their
own supplier and will not have too much of a problem.

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33 Learning to speak with a human voice is not a parlor trick. It can't be "picked
up" at some tony conference.
As we all know, it has been discussed many of times in the previous theses that
human voice is a vital part. It is also mentioned as well in the Cluetrain Manifesto
book. It has been discussed during the later stages of the book.
Learning to speak a human voice is not something people or businessmen have to

learn or rather go under training in order to learn the human voice. As a matter of
fact, human voice is I think already within us. Because obviously, from the term
human itself, we can say that we are expected to have this kind of trait. The only
problem is using it the right way.
The human voice as I’ve said is not a lesson that you need to go under training. It is
about knowing what the human voice actually is. Because if you know the human
voice, you will or can easily determine when you attend something like a conference.
You should know whether it is the human voice. And with that in mind, you can pick
it up from almost any conference.
It is important to speak the human voice since it is what makes us humans after all.
Well, it is not something that makes us entirely human, but I think it is one factor or
part of us that makes us human. Having a human voice is crucial. These are the
voices that companies or businessmen will hear out. Because remember, in retailing
nowadays, the customer is king. Customer or the human voice plays a large role in
the development of the company and as well as the world.
34 To speak with a human voice, companies must share the concerns of their
communities.
Again, as I have mentioned in the previous theses reactions, human voice has been
discussed or mentioned in previous theses. It has been discussed primarily in the
Cluetrain Manifesto book.
As we all know, to have a human voice is important, it is one part or factor that
makes us human. It is crucial that we have this to have like a sense of humor and not
be acting like some kind of robot. Again, as mention in the last theses, to speak the
human voice is not something or not a parlor trick that you have to go under training
just to learn it, It is something that we can pick up at a conference. One of the
reasons for that is us being humans and that trait is within us. We just have to know
how to use it right.
To be able for these companies to speak with a human voice, they must first share
the concerns of their community. It is like sharing everyone’s concerns. It is crucial
for them to do so or do such thing because it is what will make them human.
The only thing that separates business or corporations from being human is their
approach to the world and how they communicate. As we all know, it is mentioned
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in the Cluetrain Manifesto book that nowadays, companies don’t even believe in
what they say in their own speech. It is as if they are robots just reading a scripted
line that they don’t even believe. It’s just for the sake of the company’s image. So, in
order for companies not to be robot like and to speak the human voice, it is crucial
that they share the concerns of their communities.
35 But first, they must belong to a community.
To be honest with you, I don’t really quite get this theses but here’s what I have to
say and this is based on my understanding and insight on the theses.
I think that companies must analyze what culture they are from. They must ask
themselves where their business culture will end. They must determine their culture
and their business. To be realistic, they must belong to a community. I think it is one
part of the process of changing the world. It is sort of essential to find a community
where you belong. Because, it is not right or it will be awkward when you go to a
community where you don’t really belong to. So it is best that companies must
belong to their righteous communities in order to help in the development of things.
Belonging to a community means that you share you very own cultures. You have
things in common and traits that probably only your community does. It’s what
makes the community unique and what makes it a community.
Basically, I think that everyone belongs to their respective communities. Some

perhaps maybe don’t know what their community is but I think they can explore. It is
nice to explore and find the community that best suits you or the company. If ever
they don’t find one, they can always make their own and there is nothing wrong with
that. It’s I think a matter of belonging to a community and for the sake of having one
because I think it’ll play in the future.
36 Companies must ask themselves where their corporate cultures end.
Let’s say that companies have their own communities where they belong. Of course,
each and every company’s community has their own way or what you call culture. In
every community, there is a different culture, and in every culture there is a unique
and different way of life. How they live, how they do things, how they do this and
that and son on. Every company has that. I think that it is very impossible for a
company not to have a culture or way of doing things. I think that’s more of a not
human way already, which is crazy I think.
So, to begin with, the statement or theses says that each and every company must
ask themselves where their corporate culture will be ending, or rather how long they
will last. It is very important for each and every company to know their end because
it I crucial as it is. They must know this in order for them to become successful. I
mean, they must know how long and when their corporate cultures end so that they
know when to stop. Maybe possibly to evolve, adopt, or something like that. It is
crucial to know this, as this will help these companies in achieving success and
staying alive.
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Maybe in some cases it will be difficult for a company to determine when their
corporate cultures end, but I think it is they who only really knows. The people sure
don’t know, neither does other companies know. It is only they so it is better to find
out when their culture will end.
37 If their cultures end before the community begins, they will have no market.
As we all know, it has been said and discussed in the previous theses of the Cluetrain
Manifesto that each and every company must know how long or when specifically
their corporate culture is going to end. The previous theses is very relative to this
theses.
Now you might be wondering why does the previous theses say that it is crucial for
each and every company to know when their corporate cultures is going to end.
Well, here it is. It is because if we say for example that their cultures end before the
community begins, then it is no doubt of them not having a market at all. Because
let’s face it, if there is no community, there is never going to be a market for such
companies.
It is the truth. So, what would be the answer for this? It’s simple really; the answer is
that, the companies corporate culture must end past the beginning date of the
community. By having that, it is certain for such companies to have a market.
As a matter of fact, this applies to each and every company. This is why the previous
theses says that companies must know when their corporate cultures end so that
they can determine if they are going to have a market or not. This will also play in
the success of a company. If they are able to have an end date past the beginning
date of the community, then all should be fine.
38 Human communities are based on discourse—on human speech about human

concerns.
First of all, it is very obvious that every human being belongs or has their own
community. Each and every human community has their own based on discourse.
Now, what discourse means is that they are composed of human traits or things.
Traits such as the human speech about human concerns. Here on earth it is safe to
say that we humans care for one another. Although some may disagree with me on
this, I think the whole logic or basic is that despite bad humans here on earth, we
still work towards one goal. That is to make the world a better place to live in for us
all.
Well, obviously, that is why the world has a leader to lead us to that place we want
to be or how we want the world to be like. Each country has their own president to
do the same thing. So, basically, we all are still on one track to make the world
better, and I do think that this is what this theses is all about, cause on discourse, it
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tells us human speech about human concerns and this is what I think what we are
doing. We all are concerned for each other. It’s like saying the president giving a
world speech about human concerns or something similar to that. So, this is how I
understand this theses.
39 The community of discourse is the market.
In the previous theses, it discourse has been mentioned. It has been said that
discourse is like a human speech about human concerns. As a matter of fact it is
about human speeches about human concerns. As I have discussed in my reaction
on the previous theses, we humans are concerned with one another. We are
concerned in the future, how we want the world to be for us humans to live in.
Going back to the topic, the community of discourse is the market. Without the
market, there would be no community what so ever for discourse. So, basically in a
discourse, the community is the market. These markets are the actual markets. I
think that if there wouldn’t be a market, it is possible that the discourse may not
exist at all. It’s going to be like an empty piece of land. Of course, having a
community is having like an actual market itself. It is crucial to have a market so that
the place itself or company will be able to survive and achieve it’s own goals, and
also to be successful.
So, basically, I think what this theses is trying to point out is that the community is
very important. As a matter of fact, it is one crucial part of a place. The community
or the market can be the determining factor whether one will survive or not. Of
course the better would be to be successful. But at least what’s important is to
survive by having that particular community.
40 Companies that do not belong to a community of discourse will die.
This theses is very related to the previous theses that we have tackled or read. Just
to recap, we have discussed about companies belonging to a community is a must.
Asides from having their community, they must determine their corporate culture on
where it will end or for how long it will last. Lastly, markets are the community of
discourse.
Now, moving forward. In this theses, it is said that if companies do not belong to a
community of a discourse will die. Now this is a certain fact. Really, companies die
because they do not belong to a community of discourse. In my previous reaction, I
have discussed that markets are the discourse community and if they don’t have
market, they will surely die. So, in a way, this theses is very similar to my reaction on
the previous theses. I think it’s pretty common sense that companies without or not
belonging to a community of discourse will die. Well I think that is at least for me. I
think for readers of the Cluetrain Manifesto book and these theses, they should
probably pick up faster than non-readers of the Cluetrain.

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So, going back to the topic, it is now a must for each and every company to belong to
a community of discourse. And as we have discussed, it is the Markets which is the
community of a discourse, so without a market, discourse will die and that will lead
to dying of the company too.
41 Companies make a religion of security, but this is largely a red herring. Most are
protecting less against competitors than against their own market and workforce.
Okay, so first and of all, each and every company make their own religion of security.
They keep everything safe. To CEO’s down to the lowest rank employees, from
private and confidential stuff to public and non-confidential stuff, companies see to
it that they are all secured. But as the theses says, this is a largely a red herring.
Somehow, it is said that they are less protective when it comes to their competitors
than they are protecting their own market place. I think it is basically a good thing to
be more protective of your own market ad workforce than these competitors.
Because honestly, it is their own, so why not protect it more? I think being human,
we all prefer to protect our own than protecting more against competitors.
Going back to the topic, I think that companies are better off protecting their own
market and workforce because it where they belong. I mean, if you don’t protect
your own market and workforce, your company should possibly die. So basically,
what this theses is saying that companies are protecting less against competitors
than against their own market and workforce because of this reason. If you put it the
other way around, there is I think a chance or so to still be alive but it is more certain
when you protect more against their own.
42 As with networked markets, people are also talking to each other directly inside
the company—and not just about rules and regulations, boardroom directives,
bottom lines.
I think this theses is kind of common sense or something like that. In networked
markets, they talk. As we recall the first theses “Markets are conversations”. In
general, market is a place where people meet up and talk. At the same time, they do
business. Without the market, there could be no business at all.
So, basically, people are also talking. Believe me, people inside companies talk about
everything under the sun. Of course they don’t do this when they are doing their
work, but they most certainly do this kind of talking when it is there lunch break or
free time. They talk with one another. Obviously, it is not only employees that do
this kind of talking but even up to the owner of the company does this talking. Every
people talks about these stuff. Whether it be private, confidential, personal, or what
have you. Name it and they are talking about it.
It is kind of obvious for us humans. I mean, if ever a single person doesn’t talk about
stuff like that, I think that’s totally not human at all. Because all of us humans talk

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this way and I think that it can be considered a human trait or so. But basically
everyone does this kind of talking.
43 Such conversations are taking place today on corporate intranets. But only
when the conditions are right.
As we all know it, Internet has become one of the largest developments in the world
today. It has been discussed in previous theses, including The Cluetrain Manifesto
book that in the Internet, there are conversations. It has been true, in fact, as human
beings, we converse. We converse about a lot of things, whether it is personal,
public, corporate, or any other topics to converse about.
Today, as the statement says it, there are conversations, or as a matter of fact, many
conversations are taking place today on corporate intranets. But this is not every
time. This mostly or only happens when the conditions are right. For example, a
certain problem in a company occurs and the only way to solve it is to get the votes
and other forms of feedback from everyone in the company, from lowest rank up to
the highest rank. So basically, all these employees or people from the company
converse in their intranets. Well, of course it isn’t public, but this is just an example.
If you want something public, Conversations like sharing insights and experiences
with other people through the intranets is one thing.
So, basically, there are a lot of these kinds of conversation going on nowadays. It’s
just a matter of things in the right place in order to achieve such conversations.
44 Companies typically install intranets top-down to distribute HR policies and

other corporate information that workers are doing their best to ignore.
As like what I’ve said earlier in my previous theses reflection, it is when companies
have issues, regardless of it being good or bad will have this conversation in their
corporate intranets.
Basically, this statement says that most companies install intranets top-down to
distribute HR policies and other corporate information that workers are doing their
best to ignore. So, usually some companies put up a form of survey, feedback or poll
just to get back what each employee or each people working in the company have to
say. It is indeed very helpful for companies to improve on their business and as well
as their relationships with one another for that matter. But of course, I think that
would depend also on the situation. Each company has their own style or way of
doing stuffs like that, so basically I’ve just mentioned an estimate or what it would
look like. Other companies would maybe prefer and do something like putting up a
set of rules and posting them on the intranet. From there, all the workers can give
their feedback or votes, or whatever it is the company wants on how they will be
receiving their feedback. So basically, every company differs from one another. It is
just a matter of doing things right I guess.

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45 Intranets naturally tend to route around boredom. The best are built bottom-up
by engaged individuals cooperating to construct something far more valuable: an
intranetworked corporate conversation.
As discussed and mentioned in the previous theses, Intranets now are becoming sort
of like a place where conversations take place by people, especially people from the
company. As this theses states that Intranets naturally tend to lead around
boredom. I think it is true that it routes to boredom. As a matter of fact it will be
boring especially when the topic is boring and kind of useless. So, I guess the topic
has also a big thing to do with making the conversation not boring. It is also to be
considered that the best are built bottom-up by engaged people cooperating to
construct something even higher and more meaningful, just like an intranetworked
corporate conversation. Again, this leads to conversing topics about problems or
ways to improve the company. As usual, this could be exciting as it allows every
person in the company to give their insights, feedbacks, and violent reactions about
that specific topic. Not only will it help the business of the company improve, it could
also help improve relationship between the workers or the whole company for that
matter. So I a way, this prevents boredom and allow freedom.
So basically, it really allows more excitement and more conversations. It improves

the company as a whole in certain aspects.
46 A healthy intranet organizes workers in many meanings of the word. Its effect is
more radical than the agenda of any union.
It is in fact very true that these days, a healthy intranet organizes workers in many
meanings. During the old days, these things were not really possible. It was difficult
to find interaction in a large company before as compared to today. Perhaps, it
would not be even possible before to talk to each and everyone else in a really big
company. Back then, they had no sense of completion where in they could exchange
their own thoughts and reactions that will satisfy their needs and as well as help
improve the company in certain aspects.
So, basically today, all of that is now possible with the means of the Intranet. It gives
every employee a whole new way of reaching out to the top management and hears
out his or her concerns and reactions. It gives them their right to speak as every
human does, and it sort of gives them freedom and show their humanness.
Otherwise, they’d be as if they were some kind of robot just following what the top
management says without them having the right to speak.
In a way, it is very good to achieve something like this. It gives a newer and more
meaningful way of a harmonious relationship within the organization or company. As
this theses says it, It effect is more radical than the agenda of any union.

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47 While this scares companies witless, they also depend heavily on open intranets
to generate and share critical knowledge. They need to resist the urge to
"improve" or control these networked conversations.
As some of you may know, it is hard for top management to talk and converse with
the really low employees. I guess it’s sort of a thing where the top management feels
that it is not normal or traditional to converse to their low ranking employees. That
could be a factor or not, But, the most important would be hearing out the concerns
of these employees. I think why they think like this has their pros and cons. It would
be a benefit and sort of an advantage when you listen to these employees as
compared to not hearing them because they haven’t earned the rank yet to speak
and perhaps give a suggestion. Pros for the former and Cons for the latter.
Pride is also one of the things that top management seems to be the thing that they
can’t let go. It is a factor because it can be one of the reasons why top management
wouldn’t want these employees to speak or give suggestions.
I think it really depends on the company and the type of people in the top
management. There could be good people and bad people.
But as discussed, there are companies that rely on Intranets to generate and share
critical knowledge. They need to resist the urge to control these networked
conversations.
48 When corporate intranets are not constrained by fear and legalistic rules, the
type of conversation they encourage sounds remarkably like the conversation of
the networked marketplace.
This is one factor or a point where every company must take note I guess. When
making their intranets, they should not be so strict in a way that the employees or
people are constrained by fear and legalistic rules set by the company. When making
such Intranets, it should be somewhat light in a way that every person can express
fully his or her insights, reactions, opinions, revelations, and other stuff.
With this in mind, they will allow more of a productive conversation. Not only will
they produce a more productive conversation but also again as I’ve mentioned
earlier in the previous theses, it should help build a harmonious relationship within
the organization and help improve in achieving the organization’s goals, which is the
main goal actually and it arrives to it’s real purpose.
So basically, people really should not be constrained with fear and legalistic rules. As
a matter of fact, they should not be constrained with any other form similar and
relevant to those mentioned above. The companies should enable and allow the
employees (regardless of what their rank or position maybe) to speak up accordingly
and fully.

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This will result in a more better, more honest, and most importantly, an accurate
answer that will help the company as a whole.
49 Org charts worked in an older economy where plans could be fully understood
from atop steep management pyramids and detailed work orders could be handed
down from on high.
During the old days, it was this so-called organization chart where plans can be truly
understood from a series of tasks from the highest position in the organization. In an
organizational chart. It shows the ranking and position of every person in the
company. Well, not completely everyone but specifically those remarkable or a
person signifying a big role in the company or perhaps the head of a department.
Each and every company has their own organizational chart and it is also up to them
how it will be structured. So, basically, each and every company has a different
organizational chart depending on their structure created.
Although the organizational chart has existed since before and has been used a lot, it
is still in use today. It is one important factor in a company and it is mostly displayed
their official website or some kind of bulletin board in the company’s premises.
So, with the organizational chart in mind, it is now clear who is who in the company
and what orders should a specific employee do and whom he can give orders to. In a
way, it prevents bossing around by employees who do not even have the right to
boss or give orders.
Today, it is still being used, as it is a very important thing every company should
have.
50 Today, the org chart is hyperlinked, not hierarchical. Respect for hands-on
knowledge wins over respect for abstract authority.
As we all know it, during the past years or the old days, it has been somewhat
hierarchical. They did their organizational chart the old fashioned way, which is in
fact I think still being used today, although, it is somehow a little bit different I guess.
Today, the organizational chart is hyperlinked. There are a lot of meanings to this
statement. It could mean that today, anyone who has access to the Internet or the
Web, can simply view any company’s organizational chart. They can see who’s at the
top of the organization and down to the lowest. If you search the web for
organizational charts, you’ll be amazed how many organizational charts you can see
from different companies or organizations around the globe.
Respect for hands-on knowledge wins over respect for abstract authority is I think
posting your organizational chart in the web. I am not sure really what this means
but I think it has something to do with being more linked and sharing as compared to
keeping it private. Or, another meaning could be that when you have hands-on
knowledge, it is better than having an abstract authority, which means that you want
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abstract authority and nothing hands-on. So I think the more respectful choice would
be the hands-on knowledge because it is powerful to have knowledge.
51 Command-and-control management styles both derive from and reinforce

bureaucracy, power tripping and an overall culture of paranoia.
Okay so honestly, I am not so sure what this theses means. I think it’s beyond my
knowledge or so to speak. But anyway, here is my take.
So basically, what I think this theses is trying to say is that, Command-and-control

management styles is taking over. Which means, commanding and controlling your
operations. As the thesis says it, it is derived from and reinforce bureaucracy, power
tripping and an overall culture of paranoia.
When you have command or when you are in command it maybe addictive to some,
but it may not be to others. But let’s talk about those who are addicted to being
commanders and taking control and having that absolute power of command. There
are some addicted people who are in command. They tend to over do their
command. Basically, some in command abuse there power or rather abuse those
under them. So they tend to give too many orders or treat their men unfairly. They
get all hyped up and take advantage of their commanding position and power. This is
very wrong actually. This isn’t how it’s supposed to be. When you are in command,
you shouldn’t be somewhat corrupt or anything negative about being a commander.
You should always do the right thing and be more responsible, considering the fact
that you are the commander and you should be the model to set an example for the
lower class men.
52 Paranoia kills conversation. That's its point. But lack of open conversation kills
companies.
If you have this delusions or persecutions, most probably, when you converse about
that specific thing or topic, you tend to avoid it simply because of paranoia. So,
basically this is what it means to say that paranoia kills conversation.
Here’s the thing, every people have different paranoia. Some have special cases, and
some have similar cases. I think it really depends with that person.
What I am trying to say is that, to some people, they maybe okay talking to that
specific thing or topic, but to some people, they might not be okay with talking
about it. For example, a guy who has paranoia on a particular thing like street foods,
which are commonly known as dirty foods. The other guy on the other hand loves
these street foods and doesn’t mind if he talks about it all day because he loves it.
But to guy number one, he is uncomfortable talking about it. So what I am saying
here is that, paranoia kills conversation in a way that not all topics to converse about
are suitable for every people. There are people who love it and there are people who
hate it. So, it really depends on that person because as we all know, we all have our
own likes and dislikes.
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Although with these things in mind, lack of open conversation kills companies. So
basically, as much as possible, people in a company should be open about these
things and help in achieving the goals of the company so it will at least survive.
53 There are two conversations going on. One inside the company. One with the
market.
Basically, this theses is very true and I think very agreeable. It is because these are
certain facts in which they happen in real life. Basically, there are two conversations
going on as the theses itself tells us. One inside the company and one with the
market.
So, basically, what people talk inside the company are obviously things or topics
under the sun. Of course knowing that this is a company, the topics that are most
discussed inside are the stuff that matter to the company. For example, stuff like
rules. What are the rules inside the company, or what happens if you violate this
rule? Will you get fired? And so on. So basically, talking about stuff that are company
related are usually the stuffs that are being converse inside the company. Of course
it’s unavoidable not to talk about off topic things or everything under the sun. It is
still allowable and possible.
On the other hand, it is basically similar except that conversing in a market means
that you talk about marketing plans, strategies, and market related stuff. People talk
about what their competitors are doing, what strategy do they need to have in order
to beat their rivals, what do they need to do to be the market leader, can they do it,
and so on.
So basically, that’s two conversations you have there. One in the company, and one
with the market.

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54 In most cases, neither conversation is going very well. Almost invariably, the
cause of failure can be traced to obsolete notions of command and control.
It is certainly a fact or it could be true or not. But in my honest opinion, basically, I

think it is true. Although some of you may be experiencing successful conversations,
there are many around the world that have conversations that are not really going
well, believe it or not.
Take for example a conversation between debates. Obviously in a debate, you fight
to win. This could be nice but sometimes it can get ugly and therefore resulting in a
conversation gone wrong. Another example would be the president talking to let’s
say another president. They are doing negotiations for a deal for a specific thing,
sometimes, due to their powers, the more powerful president wins. Simply because
of command and control. This leads us to the cause of failure of most conversations
gone wrong. So basically, most conversations are not going well because of the
cause of failure, which are obsolete notions of command and control.
So, to be able to have a conversation that will end up well, I think it is best to avoid
these obsolete notions of command and control. This will result in a healthier
conversation and perhaps a more meaningful one, which I think is a point in having a
conversation. This is good so that more conversations will be successful and not go
to waste.
55 As policy, these notions are poisonous. As tools, they are broken. Command and
control are met with hostility by intranetworked knowledge workers and generate
distrust in internetworked markets.
Okay, so let’s divide this theses into three parts. Let’s talk about the first part, which
is the first part of the theses. As policy, these notions are poisonous. As we all know
it, policy is policy. It is a set of rules that we all must follow. Even in ourselves we
have our own personal policy and we follow it. Although there are times that we do
break them but it’s okay just as long as we don’t abuse the rule. Although, it tends
to be poisonous when we break it. Sometimes we get the hang of breaking it and as
a result, we don’t follow the rule anymore. This isn’t really good. We must fight
temptations and follow the rules.
For the second part, As tools, they are broken. I think what this basically means is
that we often use tools for bad things. In a way, these tools are broken because they
are not being used for what they are intentionally made. So what this means is that
we must use tools for what they are made for. Use it for it’s real purpose and not
misuse them in order for them not to be broken.
And for the third part, Command and control are somewhat similar. People who
have power abuse it. For example a corrupt president, obviously, he or she will take
advantage of the command and do things the way he or she wants it. In a way, it is
really unfair because of the actions taken by the president.

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So basically, we must resist all these wrong things and do things how it’s supposed to
correctly.
56 These two conversations want to talk to each other. They are speaking the
same language. They recognize each other's voices.
As we have discussed in the previous theses that there are basically to

conversations, which is inside the company and the other is in the market. Obviously
these are two different things, but actually, these two conversations are speaking
the same language. They recognize each other’s voice. Although it maybe hard o
believe for other people, it is actually true that they are indeed speaking the same
language and recognize each other’s voice.
Basically, both have topics of their own. Those inside the company talk about things
related to the company, and the other is talking about stuff about the market place.
Though they are different places or topics, it relates. It is because in the market, you
also have companies, and in companies, they want to be in a market or actually have
their market. So basically, these two conversations are very related. When you put
the all together, they will fit the puzzle.
In a way, they recognize each others voice because when people are conversing in
the market, it is very possible that their conversation may lead to talking about
certain companies or perhaps their rival companies. On the other hand in that
company, they are also conversing on how they will beat their competitors in the
market. So basically, despite having different places or conversations, they are all
related and connected.
57 Smart companies will get out of the way and help the inevitable to happen
sooner.
Okay, so I am not really certain what this theses means. So, I’m going to state my
reaction on this theses the way I understand it from my own point of view.
As we have discussed in previous theses and also in The Cluetrain Manifesto book, it
has been said the most companies nowadays are not being truthful or real. Meaning,
they act like robots just doing their thing and not really believing in their own words.
They just do things and don’t really care as long as they would get what they
wanted. For some really evil companies, they would not really care what would
happen to people or what people think, just as long as they are successful in what
they are doing, in which it is very wrong.
The point of starting up a company is for you to be able to do business, but

moreover, to help the world. Companies should help people in whatever it is they
need in life and to make their lives easier. Moreover, you can take a step in making
the world a better place, and changing it for the better.

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So basically, it is in relation with this theses because smart companies will get out of
the way and help the inevitable to happen sooner, which is basically wrong. They
must not let people suffer just because of success for them. I mean, if they are really
smart, they should think of what the situation be for everybody.
58 If willingness to get out of the way is taken as a measure of IQ, then very few
companies have yet wised up.
Again, I think that this theses is related to the previous theses and what has been
discussed in The Cluetrain Manifesto Book, where in they have said that companies
are like robots and not caring about the world but them. They only want their
success, which is very wrong, as I have mentioned myself in my previous reaction
papers. Although, if these companies can actually change the world and make it a
better place if they would just put their minds to it. They must focus not on their
success, but their success in changing the world as a whole.
This is really possible. I don’t seem to understand why people have a hard time doing
so. It’s a simple thing really, but it is at the same time a very difficult thing to do, and
it would take time. But if we would all be patient and bare with what we have for the
meantime, we would be able to get there. It would take time and hardship but we
will get there. We have to be smart and wise to be successful. Of course we have to
take one step at a time. It’s the only way. You cannot just simply fast forward things;
it will take time and patience. But first, if we are planning a change, the change
doesn’t begin with the others or anyone else. If you plan to change something, the
change will begin in you first before you can even change something outside of you.
59 However subliminally at the moment, millions of people now online perceive

companies as little more than quaint legal fictions that are actively preventing
these conversations from intersecting.
Once more, this is related to the other theses, as well as The Cluetrain Manifesto
Book. Basically, millions of people online perceive companies a little more than
quaint legal fictions that are preventing these conversations from intersecting.
Which means that, people knows what some evil companies are doing and know
their purpose. So basically, some people are annoyed by it and therefore resulting a
disunity of people. I mean, if we were to change the world, it would never happen in
a divided unity. No, that is not the way, and we are all going nowhere. If we even
plan to change the world, it is only going to happen when we have unity.
That’s the thing see, some people want to go or are on their solo ways in doing so,
which is also wrong, and while other people are doing what they have to do. This is
basically what we all need to change in ourselves. Our perceptions or how we
perceive things is basically wrong. We must all have a single goal in mind. We must
have one mind and same determination. In that way, we’ll have conversations that
are really healthy, and intersecting to one another, sharing our own thoughts and
ideas that we have in mind, and coming up with a plan that we all agree on.

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60 This is suicidal. Markets want to talk to companies.
What’s suicidal is that sometimes, Markets are not able to talk to companies for
whatever reason. But based on my own understanding and insights, I really think
that it is the company to blame.
As we have been discussing for sometime now, that companies act like robots and
don’t care about others, which is basically true for some. The problem is with
companies is that they sometimes won’t talk to markets. I don’t know exactly what
reasons companies have for not talking to some markets. But I think it is because,
when the market has no profit or return for the company, the company basically
doesn’t talk to them. That’s the way it is actually. Companies only talk to markets
where in they will have something in return or rather be successful with the market.
But to be honest, I think that companies need to think wisely, though some markets
wouldn’t have much profit or returns as compared to the companies they like, they
also have to put in mind that it could possible be the market that will help them
change the world and make it better. The tendency for most companies is to only
care about themselves and not think of the bigger picture as a whole for the world.
So basically, it is suicidal. Markets should be able to talk to companies. As what the

first theses say, Markets are conversations. So basically, the markets should be able
to talk to all companies to be able to have a conversation.
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.
This is again related to the previous theses and part of The Cluetrain Manifesto
Book. Basically, in a company, sometimes, when they speak, they are not speaking
truthfully. They are like as if they were reading a scripted dialog. And then the
person will ask his co-workers, or someone from the company something like, hey,
how did I do? I mean, if you that person really said that truthfully and from his heart,
then he wouldn’t be asking these kinds of questions. This is the problem with most
companies these days.
The real person behind is sort of like hidden behind a smokescreen of hucksterism or
something like that. This means that they don’t show the truth and the real one a
networked market wants to talk to.
So this is basically the sad problem about this situation. Now, in order to avoid and
eliminate these kinds of situations, companies must not be hidden. Meaning,
companies should show their true selves. They should not read some kind of scripted
speech or something like that. They must work together inside the company and be
truthful. If these companies continue to do these kinds of stuff that they are
currently doing right now, they will never be successful truthfully. Although they
think that they are successful, if you are a person with the right mind, you know that

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they are still a bunch of plastic losers or something like that. Moreover, this will not
help in making or changing the world.
62 Markets do not want to talk to flacks and hucksters. They want to participate in
the conversations going on behind the corporate firewall.
Markets basically do not want talking to the front, they want to talk and participate
in conversations inside the company. This means that they don’t want to talk to
some robot or a mascot, they really want to talk to the real thing.
As what we have discussed in previous theses and my previous reactions on the 95

theses, we have said that most companies nowadays talk like robots and not
speaking truthfully. So basically, what we need to do is for companies to be able to
allow markets to talk to them truthfully, because in my honest opinion, I think that
there is no point in talking to someone not real at all. It’s like you’re only fooling
yourself. For example, if you’re talking to someone like a friend, of course you
wouldn’t want them fooling around or telling lies. You demand for the truth and
nothing but the truth. Because honestly, what’s the point in talking to a liar? If he or
she is a liar, then there is completely no point in talking to that person simply
because he or she is a liar, and of course, obviously, you wouldn’t know for sure if
it’s the truth being spoken.
So basically, markets want to talk to and participate in conversations that go behind

corporate firewall. Meaning, they want to talk to the real thing and not some
mascot. It is important to talk to the real thing to be able to have a productive and
healthy conversation. Moreover, it will help in changing the world.
63 De-cloaking, getting personal: We are those markets. We want to talk to you.
As we have discussed in my previous reaction, it is said that markets want to talk to

companies behind their firewall. Meaning, they do not want to talk to some mascot
or a representative that has a scripted dialog. Markets want to talk to the real thing.
No mascots, no firewalls, no representatives, but the real thing.
This theses is very related to the previous theses, simply because the previous theses
talks about on how markets want to talk to companies truthfully and behind their
firewalls. This is related because when you talk to the company or the real thing, you
get to a point where in you de-cloak, or what you call, getting personal. You are able
to have a truthful conversation. Things will be discussed truthfully with no lies, but
just the plain truth. This is what is actually important in a conversation in my opinion,
because I do believe that there is no sense, or it is rather completely useless to talk
to someone who doesn’t speak for the truth at all. You’ll never really know from a
representative or some mascot because their dialogs are scripted, and they don’t
speak for the truth. They speak for what they are told to do and nothing else. There
is little truth there. So the best way really is to talk to the real thing and get the facts
straight. Of course no one can really tell whether that real thing or the president of
the company is telling the truth. So, that’s basically another thing to consider
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because they could easily lie. So, it also takes the real thing to get real. Once you are
talking to behind the firewall and having true facts spoken out, then that is how it
should be done. This will enable a change in the world to be better.
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.
This theses or statement is actually a fact. As we have discussed in the previous

theses or in my previous reaction papers, it is said that markets wants to talk to the
companies in order to have a conversation. Not just talking to anyone in the
company, but talking to the real person to have the truth spoken. Basically, markets,
when they do business, they do not want just to settle for anything less than the
best, or what should be. Usually, these markets that want to work with you wants or
must have access to the company’s information to their plans and strategies, the
company’s best thinking, and the company’s genuine knowledge. They do not want
or they will not settle for anything less. That is basically how it’s done when you do
business with someone. You want to have access to your business partner’s
information to his or her plans, best thinking, and genuine knowledge. This is done
because markets want to fully utilize and get all the information they can get, so that
as a team or partner, they can come up with a business plan that will be successful,
and benefit both sides of the party.
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.
As we have discussed in m previous reactions on the previous theses, we have

discussed that employees or workers for the company, when they talk to their
customers, basically it is scripted most of the time or probably always. Basically,
those employees that really have good intentions or have the right mind, they would
want to speak up for themselves when talking to a client. I mean, they must been
holding back on the truth what they want to say because it is required by the
company to just say those scripted and planned dialogs when talking to clients,
which is very wrong actually.
It is not really nice talking to a client with a scripted dialog, and believe me, there are
these employees who really suck at it and speak like robots. I myself have
experienced this. During our class evaluation, this person from the evaluation
department had a brief introduction about his business and what the evaluation’s
purpose is. The person is basically newly employed by the way he acts. He is so
obvious that what he was saying to our class was scripted and memorized. I almost
felt like we were staring at a robot. Seriously though, it’s not good. Especially when
the employee suck at it. I guess, we need good actors for companies these days
instead of brains and hearts.

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So basically, what I am trying to say here is that, we should let these employees
speak their hearts. Tell what they really want to tell and not those scripted dialogs
because it is really ugly.
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.
This theses is actually very related to the last two previous theses. As I have
discussed in my last two reactions, markets want access to the company’s
information to their plans and strategies, best thinking, and genuine knowledge. This
is because markets need to know these things or information, to be able to come up
with a plan to be successful, not only as a market alone, but as a business partners
with the company. Success in both sides of the party and to be able to work in
harmony with the company.
In addition to that, in my previous reaction papers, I have also discussed that

employees haven’t really had the chance to speak up for themselves and say what
they really want to say with clients. As I have experienced a rookie employee, it
really is ugly. As if you were talking to a robot and you could just disrespect him.
So basically, this theses is about getting information from the company. Not for the
markets but also for the employees as well. To be honest, although this may not
apply to everyone, but there are already quite a number or more employees that
want to speak the truth, they are sick and tired of acting for the company. Because
in my opinion, it defeats the purpose of their true jobs and position. If it was just
going to be like this, they could have just applied as actors and actresses.
Basically, companies should do something about this for both their markets and their
employees. They should stop with the scripted everything. I think it’s time for the
truth.
67 As markets, as workers, we wonder why you're not listening. You seem to be

speaking a different language.
Again, this theses is very related or as a matter of fact, related to the last three
theses. As I have pointed out my last three reactions that markets does not want
junk information, but full access to true information. On the other hand, workers or
employees are sick and tired of doing the same thing over and over again. They
could have just applied to be an actor if they would end up acting for the company
instead of doing real things.
So basically, markets and workers are actually fed up with all this dirt the company
has. Most of the time, they probably wonder why they (the company) are not
listening to the voices of their markets and their own workers. It’s like the company
has a different language. This has been mentioned in one of the theses before and
also it has been mentioned in The Cluetrain Manifesto Book that companies tend to
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speak a different language, as if they are aliens and just want what could be
beneficial for them alone, and not care about the rest of the world. This is basically
wrong as I have said, and I think most people would agree.
So now you see, markets and workers are really fed up with all this crap the
company is giving. It’s like the company is not human anymore. This is what we need
to change. It won’t start from the company, but it would start from within us. It’s
actually the only way. If we want to see change, the change must begin in us first.
Each and every individual of the company must start within their selves and that’s
the only time the company can change as a whole into something better.
68 The inflated self-important jargon you sling around—in the press, at your
conferences—what's that got to do with us?
In my previous reaction papers, we have discussed that companies, when they do

speak up at interviews or press conferences, it is often very scripted. They say what
the company tells them. They follow orders like a good slave, which isn’t how it’s
supposed to be. But seriously, in my honest opinion, it is okay to do things like these
at times. Do things like this in a good way. What I mean is that, you can still speak up
with the companies ambition, but instead you speak up from within yourself. Speak
up in a way that it won’t destroy the company and tell them what you feel. That’s
basically how it should be done. Workers don’t have to memorize scripts or dialogs
when in a press conference or an interview. They only need their hearts and brains
to do so.
Companies often do this because they don’t trust their workers. Well this may not be
applicable to all, but it is still applicable to some other workers. The company feels
that those other employees, when interviewed, might be speaking out words that
must not be really said to the public, because basically, it could destroy the
company’s image. All that needs to be done is for employees or workers to have the
right mind. If they have this then there wouldn’t be a problem at all.
Basically, markets are wondering what this dirt has to do with them. I think that
there are times where in companies involve their markets in their dirty work, which
has nothing to do with them actually. So, basically, markets don’t like it because it
has nothing to do with them.

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69 Maybe you're impressing your investors. Maybe you're impressing Wall Street.
You're not impressing us.
As I have discussed and mentioned in my previous reactions, companies only do

things that would be beneficial to them. They are inhuman and are like robots only
thinking about themselves and not really care about the world.
Basically, this is a turn off for their markets. Markets basically look at the company as
a whole. They look from within deep inside of the company’s heart and see what
their intentions really are. They know almost everything about the company and all
that information. This doesn’t actually impress markets. The company maybe
impressing others very well like investors, Wall Street, and other news reporters, but
it literally doesn’t impress the markets.
It has come to this day that companies no longer act like humans. Although some of
it is their rights to be able to survive, but what should be done is for them to survive
in a good way or perhaps the right way. They could still be successful in many ways
when they act human and care about the world. Because, what they are doing now
is really wrong. They should not only impress their investors and some fancy people
that would make benefit for them, but also, they must impress the world. They must
start acting like humans and speak the same language. That way, we could make this
world a better one and change for the greater good. Companies need to realize that
they also have to impress the world.
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.
Markets can actually see what others can’t. This is because they have access to
almost everything in the company, and basically it’s part of their role to know these
things about the company. There are a lot of hidden things or secrets a company
keeps. Sometimes it is only the company that knows their deepest secrets and not
their markets.
Little do others know what the company is really doing. It’s only markets that know
of it. But of course they can’t do anything about it because it is not their company.
They just do what they have to do and no questions asked or something like that.
The others don’t really have an idea what’s going on. If for example those others like
the investors knew what the company is really up to, chances are they won’t let the
company get away with it. The company could possible die with the facts out in
public. So, its one of the reasons why companies keep it within themselves. If
investors and others only knew about these company secrets, there could possibly a
lot of companies out there that wouldn’t survive either.
What I think should be done is for companies to get real. Not necessarily expose the
secrets but instead, change the way they do business or how they work. Instead of
doing dirty business, they could make the change to a cleaner business and doing
right things instead of wrong. This again would assist in making the world better.
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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.
To be honest, I am not really sure what this really means, but the way I see or
understand this theses is that, as markets, the company’s tired notion of the market
make our eyes gaze over. It’s like saying that the market are tired of the company’s
attitude being robotic like or not human like as we have discussed in the previous
theses.
Because of the attitude of companies nowadays, markets are sick of it. The market
says that they don’t recognize their selves in the company’s projections because
they have better places to be and have a better business with someone else.
If this ever continues in the future, this is going to be bad. It is not good that
relationships between markets and companies are like this. Things could even get
worse in the future, you’ll never know what these robots can do, so I think that we
should be really careful. On the other hand, these companies must come to their
senses and be human once and for all like they were years ago. They must stop
whatever it is their doing now and make this world a better place instead of polluting
it with their evil plans. Once they have done that, the companies and markets will
have a harmonious relationship and would be able to work together and help change
the world for the better.
72 We like this new marketplace much better. In fact, we are creating it.
As a result of companies acting up with their robotic and un-human like attitude,
markets like the new market place, which in fact, they are creating. This is related to
the previous theses we have just discussed. Markets nowadays are finding new
places and creating them. As I have said in my previous theses reaction, it is not
good if this continues because we’ll never know what will happen. It’s hard to
determine what companies would do. Who knows, they could make the world worse
than it is already now. So, basically, if we are to change the world, it must start
within ourselves first before even thinking of changing the whole world. Changes
must take place in every individual. From the lowest ranking employee to the CEO of
the company, to the people in the markets, and everyone else. The change must
begin within us first. It will surely take a long process, it would be years or so, but
after that long wait, it’s all going to be worth it. It would be a regret if we don’t do
this now. The world can either become better tomorrow or worse.
Companies must realize that the markets are now creating this new market place, in
which they like. If they realize this, they could possibly come to their senses and start
working with the market. But it’s really hard to determine because there are a lot of
evil things going on these days.

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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!
Again, as we have discussed in the last two theses, nowadays, companies’ attitudes
are very wrong. Robotic and not human like. As a result, markets are building their
own place in which they like. So maybe companies or some companies may have
realized this and started realizing that they want to work with them at last. But
before even working with them, the market demands to take their shoes off and get
off that camel. This basically means that, if companies want to work with the market,
they must remove that entire unnecessary attitude. Meaning, they must stop acting
like robots and not human if they want to work with them because it’s the only way.
And asides from it being the only way, it is absolutely the right thing to do. Being
human and working together with the markets with no selfish or evil plans,
whatsoever. This is how things should be done and I can assure you that things
would be better. And if every companies participate and follows this (does the right
thing), we could be on our way to a better place. That’s sounds nice huh? But that
isn’t coming true if we don’t work together and do the right thing. Sometimes I don’t
know what it is with these companies why it’s so difficult for them to understand. If
they could only open their hearts.
74 We are immune to advertising. Just forget it.
Markets are immune to advertising, so whatever the company tries to do, they can’t
stop markets from advertising. I guess companies are starting to get irritated by the
fact that these markets are starting their own and working by themselves without
the company. Well, if they can handle it, they should just join the market and do the
right thing once and for all.
I don’t know why jealousy even takes place, its really simple. If they don’t think
about themselves and start thinking of the world, everything would be all right. I
know we may have to have sacrifices but that part of it. No sacrifice, no victory. I
think that statement is true. In this world, sacrifice is sometimes a must just to be
able to do the right thing. But hey, sacrificing something for the right thing is actually
better than sacrificing a something for a wrong thing. Despite the companies’
attitude, I think that they too make sacrifices themselves. Except that, those sacrifice
are made for the wrong things. I guess companies are really that bad and that evil
nowadays. Everyday people are learning more and gaining more knowledge from
experience. These experience come for a reason, they come so that in the future,
you would know what to do, and do the right thing. Companies on the other hand
use it as part of their plans. These evil ways must stop and to the right thing once
and for all.

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75 If you want us to talk to you, tell us something. Make it something interesting
for a change.
As we have discussed in the previous theses, companies are starting to realize that
markets are starting to create a new place, as a matter of fact, they have already
created a new place where they like it better than working with a robot (the
company).
It seems that companies are now wanting or even perhaps demanding markets to
start talking with them. Well to tell you something, it’s the companies that weren’t
minding the markets in the first place and now companies want them back? Man,
companies must really have a serious case of brain disorder. I find it pretty wrong for
companies to do that. It’s all their fault. If they only started thinking straight in the
first place, it would not have come to this.
So now, companies are wanting markets to talk to them but as far as doing the right
thing is concerned, it’s the company that should talk to the markets. After all, it’s
them who turned their backs on them. If companies were really serious in doing the
right thing and joining the market, they would not even hesitate to talk to them and
admit it was their mistake. They would talk to them and do something for a change
that is right. Because if they still insist in doing so, then it is obvious that they are just
coming up with another evil plan.
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?
After all that proving who’s right, I think that the markets have made their point and
now companies are following if they must. These are for those companies who are
willing to do the right thing. So, if they want to do the right thing, they would follow
the market. Now, the markets have ideas for the company and some new tools they
need and better service. What’s catchy is that these are thing the market are willing
o pay for. So, I don’t see a reason why companies should ignore this for again. It is
the start of something better so I say do it!
Companies must start doing the right thing and I am happy that there are already
some who are doing the right thing. So, this is how it is supposed to be. This is
actually doing the right thing. But it would certainly be more better if everyone could
just participate and do the right thing. As I have said in my previous reaction papers,
if we do this, we could be on our way to a better place. I have to say, I can’t wait for
that to happen, but with the people these days, it would be really difficult. It’s hard
convincing and making people realize what’s right these days.

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77 You're too busy "doing business" to answer our email? Oh gosh, sorry, gee,
we'll come back later. Maybe.
They’re maybe some companies that are doing the right thing by joining the market
and working with the market, but there are still companies that are hard headed.
Companies that are to busy doing and minding their own business and not thinking
straight. These companies even ignore the market. They only do things that will best
suit them and nothing less.
As what the market have said, you’re too busy doing your business to answer our
emails, we’ll come back later. But that is “maybe”. Knowing the market, chances are,
they would never come back. Sometimes it’s hard convincing people who think their
right but they actually are wrong. Sometimes, we just don’t argue with them
anymore because you know from your heart that you are right. So, I think there’s no
point in proving anything anymore. God know who’s right and you should know if
you’re right from the heart. I don’t know why it’s so difficult for some people to
admit that they are wrong. It seems that they always want to be the right one and
the one to follow. I know, that’s really irritating right? But anyway, what can we do if
they don’t want to listen. But if ever companies change their minds, they are
definitely free to come up to the market and not the other way around.
78 You want us to pay? We want you to pay attention.
We have discussed in the previous theses that, companies nowadays are like robots
and only think and do things for the benefit of themselves. They don’t really care
about the others or their surroundings. This is what people and most especially
markets do not like. As a result, markets built their own place where they are
happier, without the company. It didn’t take long before companies started noticing
them and wanted join. But it was only those companies that have the right mind to
join because there are still companies that are hard headed, thinking that they are
right.
So, going back to the theses, this simply means that, if companies want markets to
pay, the company must first pay attention. Because like what I have said, companies
are acting like robots and caring only for themselves so that is why markets want
their full attention. What the market is doing is I think good actually, because some
companies realize their mistake and is now trying to do the right thing. So, basically,
if companies do want to get paid, they must start waking up and be human. They
must pay attention to their markets and their customers as well. Once every
company does this, we will see a change in the world for the better. Like I have
mentioned, it will take time but it is worth the wait.

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79 We want you to drop your trip, come out of your neurotic self-involvement, join
the party.
This is again very well related to the previous theses that we have discussed.
Basically, what markets are doing is to get the attention of all the company and
make them realize that they are wrong. Of course, that is not so easy because not
every company will follow or won’t follow right away.
Companies can get very hard headed. Honestly, it’s difficult for some people to
admit it was their mistake or even realize that they have done such. So, I think it
would really take time for all the companies to do the right thing, But there is also a
possibility of the other companies not following at all. So, it is really hard to
determine. But markets are urging them to wake up and join them. Markets want
the companies to come out of their neurotic self-involvement and join them. They
are open arms, which is basically good. All the companies are welcome. It will only
take the company to admit it was their fault and realize it. After that, they would
most likely join to return the favor and moreover, to do what’s right which is the
most important thing. People tend to forget of doing the right thing and how vital it
is. They’re like Jedis on a weak mind or a Sith convert Jedi. It would take time but it
would be greater in the long run.
80 Don't worry, you can still make money. That is, as long as it's not the only thing
on your mind.
As usual, this is again related to the previous theses that we have discussed. We
have said that companies are realizing that it is their mistake and is starting to be
beaten by the market. This is because they are doing the wrong thing and not
thinking correctly. As a result, they are slowly losing.
But as it is mentioned, they need not to worry, they can still make money. How?
That’s if money is not the only thing on their mind. As we have discussed that
nowadays, companies are robot like and are concerned only about themselves and
not the others. Concerning only for themselves means that, they only want their
money. They don’t care about the rest. It is part of the not human like r robot culture
of them. S basically, they can still turn the tables around by starting to do the right
thing, because frankly, there is no other way or choice for them. But then again, as
we have mentioned, there are companies that are hard headed so instead of taking
their only option, they tend to create an option for themselves. We may never know
what, but its an option for them to continue not being human. For the companies
though that have realized what the right thing is, they take the option of taking out
money on their mind and start doing the right thing.

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81 Have you noticed that, in itself, money is kind of one-dimensional and boring?
What else can we talk about?
I totally agree on this one. Money isn’t everything in the world. People seem to love
money even more than God, which is demonous. To tell you frankly, money is evil. It
makes people turn into bad. If not thinking about money, they steel money. That is
the result of money. There are people who even die for it. But I guess in our world
today, it’s really difficult to live without money. That’s one of the saddest things
here. I really wish we could change that.
Although I have a more important thing than money, I think I’d rather not say it
because it would sort of be unrelated with the topic. But similarly, my approach is
the same. I think this is one of the things that we really need to change in order for
our world to become a better one. The notion of money being the most important
thing is very evil and wrong. It maybe financially correct, but religiously incorrect. I
think it would be really hard for people to change the way they see money. But it’s
also the fault of some people that made the value of money high up to a point where
money is the most important thing. These people should be screwed and locked up
in bars. They are only making things worse. They might think they are doing the
might thing, but they are not. They could all go to hell for that.
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?
This is one good example of how companies these days act. Let’s say for example
that you buy a product. Then suddenly after a short period of time, it broke. Of
course every customer would want a replacement free of charge or possibly a refund
in exchange for that crappy product. It is most likely that people would get the
notion of wanting to speak with the developer of the product and ask him questions
why the product easily broke. And then customers would most likely criticize and hit
on their corporate strategy, which makes no sense, which is true most of the times.
And then after all that drama with the staff, you would most likely ask for the CEO.
But the problem is, she’s out. See, that’s a classic example of robotic companies.
You’ll only get to talk to mascots of the company and not the real person behind it
all. This is because that they do not really care. The CEO doesn’t care or the whole
company doesn’t care for a fact that your purchased product didn’t work. They
simply don’t care. They just want your money. They just want their benefits and
that’s it. It’s all about money like we’ve discussed in the last theses.

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83 We want you to take 50 million of us as seriously as you take one reporter from
The Wall Street Journal.
Like we have said in the previous theses, companies only care about the money and
themselves. In the last theses, it showed us and we have discussed one of the classic
examples of a robotic and not human like company.
So now, as we move on to this theses which says that, markets want companies to
take 50 million of them as seriously as companies take one reporter from the Wall
Street Journal. Basically, in order for all of the companies to publish their products, it
is also a must for them to be interviewed by a writer or something like a news caster
so that the company could have their statements about themselves and what they
intend to do to improve on their business to the world, which is totally bull. What
companies do with reporters is tell something that doesn’t come from their heart.
All they tell reporters are bull and it’s only beneficial for the company. So, basically,
they would really take one reporter seriously to publish their lies.
This is what the market wants. And if you come to think of it, if companies start
realizing the right thing to do, they would take regardless of how many it is they
must take seriously. They would take 50 million seriously if that’s what it takes to do
the right thing, and that is, if they do the right thing.
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?
To be honest, I don’t really get this theses or rather, I don’t really understand. Well, I
have my own understanding but I am not certain if it is right. But anyway, based on
my own understandings, I think it is something like this.
Market knows people from the company and say that they’re pretty cool online.
Then they start asking the company if they have any more people like that. I know
that we have said that companies are all not human like and act like robots. They
only care about the money and all the beneficial things for them. But, despite that,
each the entire company is not like that. Maybe as a whole it’s like that, but if you
look inside the company and look at each of the staff individually, you’ll see that
there are good people in the company who is just doing their job so that they can
feed their families at home or something like that. If you think that everyone in the
company is bad, you are wrong. There are innocent employees in every company.
They are just afraid of doing the right thing and standing up. But deep inside, they
know what’s right. So I think it’s important to still have good people around even
though they’re few. It’s better than not having any good people at all.

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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.
As we have discussed in the previous thesis that companies are selfish. They only
think of themselves and don’t care about others, hence the market started their own
market, leaving these companies behind. Although some companies are sorry for it
and reunited with the market, there are still some companies that are hard headed.
Going back to the topic, what this thesis is trying to say is that, when we have
problems for example, we turn to each other for answers. Whatever it maybe, we
always have someone to turn to like our families, our close friends, or other people
who is in the position to answer any of our concerns or questions. That is part of our
human nature, its something that we have been doing ever since. And I think it is not
only us who does this, even other forms of creature maybe doing this too, we can
never tell. So basically, what the market is trying to say is that companies are so tight
that they couldn’t turn to them when the market needed them. This is actually
wrong. Companies should loosen up and talk to the market because nothing’s going
to happen if they keep themselves from the rest. They should be able to answer
questions for the market.
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.
Markets are disappointed with companies when they are not their target market,
which is wrong actually. Like we have said in the previous thesis, companies need to
coordinate and talk with these markets for the better. Ignoring these markets won’t
do them ay good. So basically, what the market is trying to say in this thesis is that,
when they are not the target market, they’d rather be talking to friends online rather
than waiting for the company a signal of some sort for them to be the target market.
I do not know what the problems of some companies nowadays why they can’t seem
to talk and allow these markets to be the target market. Maybe someday when I
have my company I would understand why companies are doing this. Maybe its
some kind of a strategy, I really don’t know. So, maybe I’ll know someday. But right
now, I just can’t seem to understand the actions of companies these days. It really
doesn’t make sense to me. Although, the only thing that I could say now is that, I
think it’s the companies that need to loosen up and allow the markets to be the
target markets or at least talk and coordinate with the market instead of ignoring
them.

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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.
Nowadays, companies don’t really care. Like I have said I the previous thesis that I
don’t really understand the actions of companies these days, but I do know that
there is something wrong and I think they should coordinate with market.
Going back to the topic, what the markets are trying to say this time to the company
is that, the market wants the company the real deal. Meaning, they want to know or
rather plant the real thing in the companies’ brains so that they’d be able to know
what is really going on. And if they do, it would be really nice as what the market
have said. But, if the companies think that the markets are like holding their breaths,
they are making a big mistake. Markets have been working their feet off since the
start. It’s the company that hasn’t been cooperating and keeps acting like a robot.
Companies really need to wake up and start realizing what’s real and they should act
on it for the world to become better. If this even continuous in the future, the world
could be worse than today. So companies must really get their bottoms up.
Otherwise, I think in the future, when things get worse, all the blame should go to
the company for acting like that. It’s their entire fault. They should be punished for
what they have done.
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?
For companies, its always business in their head. It’s all about the money; it’s all
about success. I know each and every company has this in mind. Of course, why start
a company when its not going to be successful after all right? But what this thesis is
trying to point out is that, its okay to think of these business goals and objectives,
but if you go beyond this or if you only think of this and don’t care about anything
else in the world, you are not human. This is one thing people should remember and
to be able to keep track of their humanity, because it is very wrong to think that
way. It’s like a mad man’s thinking. As we all know it, there are other things in life
that really make us happy, more than the money or the success of your company.
But making the business number one as your priority is obsessive. It is totally out of
one’s mind. The market doesn’t really care. But it doesn’t mean that they didn’t
because, they have tried really hard for these companies to wake up but some are
really hard headed. So, after all that, markets don’t care anymore whether they will
change in time or not. Markets don’t need these kinds of companies.

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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.
Companies should not underestimate the market. Markets also have the power that
companies tend to ignore and think that markets can do nothing but beg for
companies to get make the as their target market. If companies think that, they are
very wrong because markets have powers also. Powers where they could use to be
successful as a market. Some other companies will eventually see them and work
with them. Companies’ that think and have a right mind companies who are human
and follows and does what’s right. Although there are many hard headed companies
these days, there are still some companies that haven’t totally lost their mind and is
willing to do business with the market. Although they maybe not as big a company
as those hard headed ones, but by doing the right thing, they are already doing
things that those companies can never do and understand. And by that, they are
already successful and a contributor in changing the world for the better. I don’t
know if those foolish companies will ever learn and realize what’s right, but I think as
long as there are still a few companies that has the right mind, the world isn’t lost
and we still have hope.
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.
Just like we have discussed in the previous thesis, we have mentioned that there are
still companies who have the right mind. What this thesis is trying to say is that, even
if they are like few or in a difficult situation, markets find these few good companies
more interesting than the big corporate outfit. Well, obviously because of the stupid
actions these corporations take as compared to the good companies that are doing
the right thing.
If you think of it, if the company is good, you will really notice the humanity of them.
The way they act, the way they communicate, the way they negotiate, and the way
they do business will be definitely human. It would be really noticeable. You will not
only notice but you could feel their humanity and feel that they care. On the other
hand, you will really notice the inhuman actions these corporations do. It doesn’t
matter how much a million dollar their advertisement is or their website is, it’s
nothing compared to a real humans work. It’s incomparable. They are disgusting
creatures living on earth, not unless they do what’s right.
So basically, markets and the people will notice who are the good ones and who are
the bad ones. It’s not how much you have or successful you are, but it’s how human
you are and if you’re doing the right thing.

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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.
When the future comes, these corporate pests would have no future. Why? Because
they are nothing as compared the good companies that does the right thing.
Whatever millions they have in their hands, if the powers of the people unite with
the markets and the good companies, they would be no match for them. They would
be totally be uncompetitive. Because of their actions, they will suffer the
consequences. Only time will tell before these corporations fall. It’s just a mater of
time. I think just as long as people knows what’s right and they are backed by the
markets and the good companies, we can make this world better.
If these bad corporations think that the others are not important and have no place
with them, then certainly, they have no place here on earth. They should start doing
the right thing if they don’t want to suffer the consequences. It’s better to be late
than sorry. The greater good will arise. That is certain. Evil shall fall and the light will
shine. Being human and using our good will help tear down these bad companies
and we can make this world even better. Just by doing what’s right, that is definitely
progress right there. It maybe little but its everything as compared to doing the
wrong thing, which is nothing.
92 Companies are spending billions of dollars on Y2K. Why can't they hear this
market time bomb ticking? The stakes are even higher.
As we have discussed in the previous thesis, we have said that companies spend
their time and money that would only be beneficial to them and they don’t care
about the rest. They have totally ignored the market, which is very wrong and they
have no idea what the consequences are. The markets are even setting up their own
place and started to do business with others because of this. But the truth is, the
stakes are even higher that the companies are not listening to their markets. This is a
pretty negative situation. So, it would really be best if these companies would come
to their senses and start listening to the market. Some companies are really hard
headed and doesn’t want to step down or rather take away their pride. They care so
much about themselves and their pride without knowing that they will lose their
pride more if they don’t pay attention to what is really happening. So, even I suggest
that these companies listen and cooperate. That way, we can make this world far
more better than it is right now. Working alone won’t help anyone. We must work
together as a team because it is the only way. Like I said in the previous thesis, it
would really take time for the change to happen, but it is really worth the time. The
world would really be better.

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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.
Markets have decided and they are going to do what they have to do. Well, at least
someone has to do or start ding the right thing and so the market is doing it. No
matter how bad or how many this companies are, it is still nice that there are people
with the right mind, which means there is hope. I mean, if you compare it to a
community with all of them thinking negatively or rather badly and not even a single
person thinks straight, then there is a problem with that. They are totally doomed.
On the other hand having even a slightest amount of people with the right mind
gives hope. Even though it is just a hope, it is still possible to do what’s right and
accomplish it someday. So, despite all the companies acting up badly, our hope are
the markets. These markets are doing all they can to make this world a better one
because they know the situation right now and it really doesn’t look quite good. So,
if it is a must, markets are going to bring these companies down. In every aspect,
they will be bringing them down.
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, and no rules to slow us down.
Companies often have networked conversations, which allows them to

communicate with each other. But apparently, it may appear rather confused or
confusing. On the other hand, markets are organizing a faster one than that of the
company. Which means, progress would be faster on their side of the camp, as
compared to these companies. The markets have better tools, more innovative ideas
and no rules to slow them down even one bit. As for the companies, they have all
this rules to follow, in which will hinder their progress. They don’t really have the
latest tools and don’t have the best ideas; so basically, the markets are really going
to screw them for what they are doing or what they have done. Like we have
discussed in the previous thesis, the markets are not hesitating. They will certainly
bring down each and every one of thesis companies who can’t seem to wake up and
do the right thing. So for the companies, I suggest that they start doing the right
thing for the sake of saving themselves and being a better company and moreover,
for the better of this world. Although there are already some companies that are
doing the right thing, there are still a lot of hardheaded companies that don’t want
to listen.

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95 We are waking up and linking to each other. We are watching. But we are not
waiting.
Well, from this thesis, the way I see it, it seems that companies are starting to listen
to the markets. After all this time and all the arguments with the market, finally, they
have waked up. It seems that these companies are human after all! And I thought
they were all going down. Anyway, going back to the topic, this is really great that
these companies have woke up and decided to do the right thing. Although I have a
feeling they are not totally convinced and only half or so, we can convince them
along the way as we are doing the right thing. In my opinion, what these companies
need right now that they are on the right side and doing the right thing, they need
guidance. Just like every child learning the steps of life. So, it is not so different in the
situation of the companies right now. To guide them will be one of the best solutions
to be able to make them fully realize the truth and what needs to be done for the
better. Like I have stated in the previous thesis, it will definitely take time but it is
worth the time. If you come to think of it or if you just realized it, it only took some
time for companies to wake up. So, I don’t see a reason why we can’t be successful
in doing the right thing. It’s just a matter of time.

Page 121 of 139
Vertsol Project
PROPOSAL FOR MARKSMAN
A Systems Analysis Study on the

Page 122 of 139
Buying Process
of Marksman
Presented to the
Computer Applications Program
School of Management and Information Technology
De La Salle – College of Saint Benilde
In Partial fulfillment of the

Requirements of the subject
Vertical Solution
Submitted By:
Evan Severino
Ellen Evangelista
Jerome Jose
Deep Brar
VERTSOL – O0B
November 20, 2008
Submitted To:
Mr. Paul Pajo

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Table of Contents
I. Chapter 1
• Company Background
• Statement of the Problem
• Objectives of the System
• Significance of the Study
• Scope and Limitation
II. Chapter 2
• Use Case Diagram of the Existing System
• Process Walkthrough
• Activity Diagrams of the Existing System
• Process time vs. Cycle Time (based on process walkthrough)
• Geographic flowchart
III. Chapter 3
• Table of Recommendations (based on Activity Diagram in Chapter 2)
• Benchmarking
• Streamlining
• Use Case Diagram of the Proposed System

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Chapter 1 – Organizing for Improvement
Company Background:
Profile: Marksman is a store located in Makati Cinema Square (MCS) They retail
products such as Gun parts, Gun accessories, Tactical Gear, Knives, and
Apparel. They retail brands such as: Glock, Smith & Wesson, Remington, Cold
Steel, Benchmade, Krukspec, and many more. Marksman has sort of an edge
over other stores because they sell brand-new and second-hand products, which
the rest of the stores don’t do.
Mission: To provide the latest Gun Parts & Accessories, Tactical Gear, and
Apparel.
Vision: To be one of the known store/retailer of these brands and products.
Location: Basement, Makati Cinema Square, Pasong Tamo St. Makati City.
Philippines.
Tel: 811-1769
Statement of the Problem:
Marksman is a Gun Parts and Accessories, Tactical Gear and Apparel

retail store that has only one branch and it is located in Makati Cinema Square.
The store provides products that were not usually offer by other retailer.
Since it only has one branch, it can only provide products for the people
who have time to go to their store and purchase it personally. They miss the
revenue that they would get to the people who doesn’t know there store location,
doesn’t have time to go to their branch, or those who live far from the Makati
Cinema Square.
Objective of the System:
The objective of our study is for the Marksman to have its own e-
commerce store which they can put their products and make it available for
everyone. By creating the online store, Marksman will have a wider market, which
will increase their revenue. It can also help the retail store of Gun Parts and
Accessories to gain stability and growth on its respective industry.

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Significance of the Study:
This study is substantial especially to Marksman because they will

have additional sources of revenue without gaining too much cost. In addition,
this study will prevent the store not just in incurring cost but on business survival
as well. With an e-commerce site, Marksman can now provide Gun Parts &
Accessories, Tactical Gears and Apparel to a broader market that can also
establish their name on their industry.
As for the groups, this study will enhance their knowledge on vertical
market solution. It will also serve as a measurement on how well the group
understands the concept of niche or retailing market. This study is not only for the
knowing what the groups knows, it is also for the enhancement of each members
critical thinking which can be an advantage once they face the real corporate
world.
Scope and Limitation:
The study was base on the Buying Process of the Marksman. This study
starts from the costumer who looks for a certain product up to the moment the
person purchase it.
Everything that is outside the buying process such as products

inventories, supplier’s relationship, returning and exchanging of goods are not
included on this study. In addition, delivery of products that has been purchase

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Chapter 2 – System Analysis
Use Case of Existing System:
Narrative of Use Case Diagram of Marksman Existing System
1. The customer will go to the store and look for a product he likes.
2. Once the customer finds what he or she is looking, the customer will
purchase it to the Store personnel.
3. Once the receipt has been issued and received, the customer leaves the
store.
Look for
Product
Buy
Product
Received
Costumer Product
Marksman
Store
Personnel

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Process Walkthrough:
-Buying Process (Current)
1. Customer travels to the store

2. Once the customer arrives, he checks our or browses for products
3. If he or she fins something interesting, demonstration is possible
(example: fitting a shirt or apparel)
4. If he or she likes it, the person purchases it.
5. The customer now leaves the store and travels to his next destination.
-Buying Process (With the Proposed System)
1. Customer logs in the website

2. Searches and browses through the available products
3. Customer looks at the description of the interested product
4. Customer clicks buy/order product to make the purchase.
5. After, the customer now logs out.
Activity Diagram of Existing System:
Narrative of Activity Diagram of Marksman Existing System
1. The customer will go to the store.

2. Once inside, the customer will look for a product that he needed and
inquire about it.
3. Once the customer already chooses which product he will purchase, he
will go to the Store cashier.
4. The cashier will record the transaction then issue a receipt.
5. The customer can claim his product and leave the store.

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Buyer Marksman Store Personnel
Go to Store
Look for Products
Inquire about Products
Choose Product to purchase Record transaction
Get product Issue receipt

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Process time vs. Cycle Time (based on process walkthrough)
a) Travel Time:
Actual Time: Depending on location Target Time: 0 Minutes
b) Search products/browse products
Actual Time: 5 Minutes Target Time: Same
c) Demo the product of choice
Actual Time: 5 Minutes Target Time: N/A
d) Purchase product
Actual Time: 3 Minutes Target Time: 1 Minute or less
Geographic flowchart
Makati Cinema Square

Basement
Terrace & Escalator/stairs
Jethro Marksman Other Stores

Shop

Page 130 of 139
Chapter 3 – System Design
Table of Recommendation:
Problem Recommendation Activity Diagram

Change
Marksman had only one Build an e-commerce site

branch that limits them to that show displays
reach a broader market Marksman
Benchmarking
Company Name:
Location:
Basement, Makati Cinema Square, Pasong Tamo St. Makati City.

Philippines.
Contact:
811-1241
About the company:
Twin Pines is the closest rival of Marksman. Basically, Twin Pines is

almost the same as Marksman, which sells products such as tactical gear,
apparel, gun parts and accessories. The only thing Twin Pines have, which
Marksman doesn’t sell are gun parts. Other than that, the two stores are very
similar as they have similar mission and visions as well.
Description:
Our group has chosen Twin Pines as Marksman’s competitor because it is

the closest rival of marksman. Other than Twin Pines, Marksman pretty much doesn’t
have any competitors, as it has a class on it’s own.

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Time Table
ACTIVITIES Marksman Twin Pines

(mins) (mins)
Travel Time: Depending on location Depending on location
Search products/browse
products: 10 minutes 5 minutes
Purchase product: 10 minutes 5 minutes
Approximate TOTAL 20 minutes 10 minutes
Marksman aims to have a maximum customer satisfaction. The company

knows that they should listen and adapt to the different needs and wants of their
customers in order for them to survive longer and be one of the best in their chosen
industry.
The company’s products/services should be improved as much as possible to

make their sales profit increase. The Marksman and Twin Pines both aims to satisfy
the customer needs and also aim to make great deal to the customers.
One of the vital business processes is the time cycle wherein the company
may have a risk in doing the actual time and have a possibility losing sales profit. As
shown on the timetable between Marksman and Twin Pines, that’s why our company
is proposing an ecommerce website that would be our edge to our other competitors
in the market like the Twin Pines. Because of benchmarking, we are able to
determine the competitors’ advantages and disadvantages that our company’s best
practice has.

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Streamlining
1) Automation And/or Mechanization
We have proposed to build an e-commerce website for Marksman.

This will enable people who live far from the store to view and order
products at their homes. Moreover, this will allow Marksman to have more
sales and more customers.
2) Process Cycle-time Reduction
By creating an e-commerce website, customers wouldn’t waste

time traveling the distance ending up with nothing. With an e-commerce
website, customers can view products effortless. So, when they go to the
shop, they no what to buy or when to go to the shop.
Use Case Diagram of the Proposed System
Use Case Narrative of Proposed System.
1. On the proposal system, Marksman will have an E-commerce website where

they can post products.
2. Once the customer has chosen a product, the customer can pay the Sales
Representative and then claim the purchased item.
3. The Internet Customer is required to login to the website and validate his
payment before the Sales Representative can process his order and ship it.
4. Once the shipment has been made, the Customer will wait until the product
reach to his place.

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Receive product
Look for product
Purchasing
Product Internet
Customer
Costumer Log-in
<<include>>
Buy at Store Buy via on-line
Marksman
Store Personnel Marksman
Online Store
Activity Diagram of the Proposed System
Narrative of Activity Diagram of Marksman Proposed System

On store:
1. The buying process of the store will remain the same.

2. The customer will go to the store.
3. Once inside, the customer will look for a product that he likes and inquire.
4. Once the customer has decided what product to, the customer goes to the
Store Personnel (cashier).
5. The cashier will record the transaction then issue a receipt.
6. The customer can get his product and leave the store.

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On store:
Buyer Marksman Store Personnel
Go to Store
Look for Products
Inquire about Products
Choose Product to purchase Record transaction
Get product Issue receipt
Online:
1. The customer will go to Marksman on line store by accessing the

Internet.
2. Once inside the website, the customer will log-in with their username
and password. If the website doesn’t allow the customer to login, The
customer needs to register and create an account
3. When the customer has logged in, the customer can now browse the
product and choose the product he or she wants to purchase.
4. After choosing, the customer will now order and encode his card
number as a payment.
5. The website will validate the customer payment before it sends an
order to the Store Personnel. If the payment is not valid, the website
will tell the customer that his payment wasn’t successful and will be
required to input another card number.

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6. Once the payment has validated, the site will notify the Store
Personnel that there is an order and the clerk will need to receive the
customer’s payment.
7. The store personnel will now ship the product to the customers.
Online:
Internet Customer Marksman Online Store Marksman Store

Personnel
Go to Website Log-in
[Unaccepted]
[Accepted]
Scan product list
Choose Product to purchase

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Internet Customer Marksman Online Store Marksman Store
Personnel
Order product
Encode Payment
Validate Payment
[Invalidated] [Validated]
Receive Order
Received Payment
Receive Product Ship Product

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Acknowledgements:
I would like to thank our professor, Mr. Paul Pajo for his wonderful teachings
that were beyond my expectations for the subject and for making me a better
person when it comes to work.
Most importantly, I would like to thank God for helping me accomplish this
book and other things he made possible as well.

Page 138 of 139
Reference:
http://www.searls.com/cluetrain/index.html
http://www.searls.com/cluetrain/95-theses.html
http://vertsol.pbwiki.com/FrontPage
http://www.google.com
Retailing – The insider career guide


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