I don’t agree with the first thesis of the Cluetrain Manifesto which asserts: Markets are conversations. There’s a measure of truth to it, but it’s an assertion that can lead marketers down a narrow path that obstructs a larger view of the possibilities of media. If markets were indeed conversations, then we all could get rich just by conversing. No, leading an audience is what gets things done – conversation is simply a bonus feature of a two-way Web.
I need to make my point in the flesh. So here I am, presenting an elucidation of my thesis: Audiences are strategic imperatives [link to video if you can’t see the embed is here]:
Investing your talents into inspiring and conversing and leading your audience is one of the most challenging but important things you can do with the Web. If you don’t have an audience, you don’t have a business.
If you spend yourself being everywhere, you’ll end up nowhere.
Know where audience needs to be – and that isn’t on dozens of un-monetizable social networks.
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