The Cluetrain manifesto, theses 15 (My Interpretation)

Theses 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.

There is something special that the manifesto calls the “voice” this “voice” connects the business with its people, referring to all the stakeholders who have or may have an impact on the organisation.

A business has a voice. You can obviously tell through the organisations website, what kind of organisation it may be. Even if the last graphic has not finished downloading, you can tell if the organisation is telling the truth, or basically lying, or they are just talking to you to pick your pocket.

Business is not going to sound as real as it does in the near future.

Communication is a powerful tool, and like any other powerful tool, it has been passed into the service of business-as-usual. Corporations need to engage in new market conversation and conversations occur in human “voices”

With the opportunities that the internet provides the businesses, organisations will say anything the customer wants to hear in order to become the Number One Provider.

Organisations feel the urge to control communication. They create organisational charts to define who gets to do the talking. They issue policy statements and control all communication sent out to stakeholders. The PR will talk to the press and the investor relations will talk to the financial folks.

In the future, this will lead the standardised voice of business to seem artificial and contrived.