Iâ€™ve noticed interesting words coming out of my mouth lately. Mostly the words are something like:
â€œI think the world of business communication is changing right nowâ€??
â€œI can feel a big wave comingâ€??
â€œSomething is happening right now that is really going to change the business landscapeâ€??
Often, this type of talk is prompted by â€œWhat do you do Lee?â€?? or â€œWhatâ€™s up with all the blog stuff Iâ€™m hearing?â€??
Iâ€™ve been trying to figure out what makes me feel so strongly right now. The first time I read the ClueTrain, it I was filled with these feelings, but I felt like the only one -- that the ideas they outlined were in the distant future and we had a long way to go. It was crazy-talk for some back then (all the way back to 1999!).
I think what makes me feel so strongly right now is that the ClueTrain stuff is really happening -- finally, the business world is waking up. It took new tools, lots of talk and some early successes, but the world is changing. I see the basic change like this:
Businesses are finding that the most effective way to communicate to the market is by giving employees and customers the opportunity to interact informally on the web.
I know, breathtaking, eh? Not really, but it is the most basic point in my mind â€“ businesses are learning to communicate like people instead of businesses. There is certainly a long way to go, but I do think itâ€™s finally happening and Iâ€™m excited.