Month: September 2010

Clueless or Empowered

Those who know me well have probably heard me quote from The Cluetrain Manifesto ad nauseam, yet I am always astounded by how few people have read this life-changing book. It remains one of my most-referenced pieces of wisdom in navigating the digital revolution.

So, its good to see the folks at Forrester revisiting it and looking at contemporary practices that are emerging in the fulfilment of the vision and predictions of the Cluetrain Manifesto. I think a few of my colleagues in IT will be especially pleased by Empowered Chapter 12, whilst others will be wondering how on earth they are supposed to mitigate risks and keep costs down. 

Its good to see evidence that finally, leadership teams are beginning to actively grapple with these issues instead of ignoring it. And easy, it is NOT! But fun? Hell yes! Put it in your boss’ Christmas stocking, and if you ARE the boss, make sure you read this and change the way you lead. You will thank me for this later. 


by Josh Bernoff and Ted Schadler


The Cluetrain Manifesto was an incredibly prescient book. It still amazes us that a book written in 2000, when blogs were novelties and Mark Zuckerberg was in high school, was able to identify the shift towards customer empowerment. Combine that with the insight that employees must directly engage with those customers, and you have a truly visionary work.

Because of when it was written, Cluetrain was not practical. A whole lot of people read it and said “Wow, this makes me think differently.” But it’s more inspiration than manual. Ten years later, its authors have seen their work’s influence blossom, but even in 2008, when we published Groundswell, it was hard to act on many of the insights in Cluetrain.

Well, welcome to future, folks. We didn’t set out to write Empowered to address the trends articulated so provocatively in Cluetrain — we were just following the idea that emerged from our research into the way technology empowers individuals, both customers and employees. But that research led us to this fundamental principle:

To succeed with empowered customers, you must empower your employees to solve customer problems.

Looking at this, it seems very Cluetrain. Specically, Cluetrain theses 53 and 56: There are two conversations going on. One inside the company. One with the market. . . . These two conversations want to talk to each other. They are speaking the same language. They recognize each other’s voices.

We have started to get a fair number of questions about it from others who find some of these thoughts familiar. We will be talking about it in our speech to the Web 2.0 Expo audience in New York today. But for the rest of you, here’s a little closer look, the call and response.

Cluetrain thesis 50: Today, the org chart is hyperlinked, not hierarchical. Respect for hands-on knowledge wins over respect for abstract authority.

Empowered Chapter 1: “Your staff are going to be coming up with solutions on their own . . . management’s new job is to support and empower employees.”

Cluetrain theses 8, 9, 10 and 18: In both internetworked markets and among intranetworked employees, people are speaking to each other in a powerful new way.These networked conversations are enabling powerful new forms of social organization and knowledge exchange to emerge. As a result, markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally. . . . Companies that don’t realize their markets are now networked person-to-person, getting smarter as a result and deply joined in conversation are missing their best opportunity.

Empowered Chapters 3-6: “[In the United States, people generate] more than half a trillion impressions [on one another about products and services every year.] . . . Solving customer problems, making customers happy, and harnessing their power to talk about it is marketing.”

Cluetrain thesis 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.

Empowered Chapter 12: “[L]ocking down technology doesn’t work so well. . . IT has two new jobs: 1. train and educate information workers about how to keep themselves safe. 2. Help [employee innovators] assess manage, and mitigate risks associated with their projects.”

We could go on, but there’s no need. We promise you, we didn’t set out to rewrite Cluetrain, we set out to create a practical manual for today’s connected world. In that world, though, the shout that is The Cluetrain Manifesto has become the reality of customers and employees empowered by social, mobile, video, and cloud technologies. Cluetrain’s ideas are now practical and actionable, but the details are a bitch. Empowered looks at the world of the 2010, complete with Twitter, Sharepoint, and Google App Engine, and tells you what to do. It’s a management manual for the age of the empowered customer.



Social Networking releases generosity-trust hormones

Neuroeconomist Paul Zak has discovered, for the first time, that social networking triggers the release of the generosity-trust chemical in our brains. And that should be a wake-up call for every company.
I am talking about this to our board tomorrow…..and the Tao of Twitter with references from every shrink- from Nietsche to Kierkegaard! Wonderful stuff.

I love having science to back up what many of us emotionally aware folks know intuitively- but we aren’t believed until we can say to the skeptics….well according to Prof so and so from UCLA or DR Big Brain at MIT in a study lasting several years and a 1000 subjects with a control group! 

Enjoy…and tell me if you agree/ disagree with the science? 


Why the NBN broke the election stalemate – AMP Social Media Cafe 15 September

Yes, it’s the internet…but not as usual.


If the National Broadband Network could break Australia’s election stalemate, why is it such a big deal? ( see great article on this at What does fast broadband mean to you and to the average investor, business manager and citizen?


At the next AMP Social Media café, Paul Wallbank will help business decision-makers understand how “always on”, super-fast and super cheap broadband connectivity on a  national scale isn’t just more of the same. It lowers the barriers to entry – for EVERYONE! 


It’s a quantum shift and it can be a game-changer. But as with all new opportunities, it also brings disruptions and threats. On which side of the game do you want to be?  


Paul will work with the audience to brainstorm scenarios in a highly interactive, provocative and entertaining look at our rapidly changing digital society.


About Paul Wallbank

Paul helps business folks understand how business and society is changing in the age of a digital, connected economy.

For the past 15 years he has been the resident technology and change commentator on ABC Local Radio, has written six books including a number of the popular Australian Dummies Guides and has a weekly column technology and change column on

For more, see or follow @paulwallbank on Twitter


Date: Wednesday 15 September, 4-5:30pm, AMP Building, 33 Alfred Street, Circular Quay, Sydney

Bookings: We offer a limited number of public spaces for this session. If you would like to attend, please email amplify (at) amp (dot) com (dot) au before Tuesday 14 September. There is no charge.  Hashtag is #AMPSMC and #NBN 

How to catalyse magic through E 2.0 and the corporate intranet

Today, two members of my team and I hosted an onsite visit of the AMP intranet, specifically to talk about online collaboration, or Enterprise 2.0 if you must. How we design and deliver it technically, and how we bring it to life culturally.

The event was organised by the Ark Group- the brochure can be found here.  I did a brief introduction to the strategic thinking that underpins our approach and am sharing them here via the slide presentation below.

The role of the intranet in shaping culture and a high-performing, innovative organisation. What drove the need for change?”

ARK group collaboration site visit welcome and intro

The book I reference by way of a thinking framework is The Power of Pull by John HagellII, John Seely Brown and Lang Davison. The Fogg Behaviour Model can be found on the website of Dr BJ Fogg, founder of Stanford Persuasive Tech Lab – an awesome inspiration and friend.  
Part 2: Katy Sheppard, Communication Manager explained how we apply these tools to engage employees’ passion and build a high performance work environment. 
Arc collaboration September 2010

Part 3: Vernon Meyer, Intranet and Innovation Manager explained how we collaborate on design with users and execute our design thinking technically. Visit this Live Tour of our Intranet as presented during the 2010 IBF24 live Tour.
Thanks to the Ark Group for inviting AMP to participate, and thanks to attendees – feel free to leave your comments.