Saturday, November 20, 2004

Reinvention

The name of this group blog was deliberate: we're tired of the way things are with TVNZ currently but we also hope and long for positive changes. We believe that things could be so much better than they are currently.

We're sick of the politics. The money. The ratings games.

To reinvent means to make over completely, to do something again - from the beginning - to recast something familiar or old into a different form (and no, this is not about rebranding).

For change to happen requires people to speak out. To share their frustrations, their experiences and most importantly - their dreams. If enough of us get together, change is not only possible but inevitable. It won't be talked about in hushed voices behind closed doors anymore.

To begin with, we encourage the corporates and the visionaries to read The Cluetrain Manifesto. It's free. Here's an excerpt:

A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.

These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.

Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do.

But learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about "listening to customers." They will only sound human when they empower real human beings to speak on their behalf.

While many such people already work for companies today, most companies ignore their ability to deliver genuine knowledge, opting instead to crank out sterile happytalk that insults the intelligence of markets literally too smart to buy it.

However, employees are getting hyperlinked even as markets are. Companies need to listen carefully to both. Mostly, they need to get out of the way so intranetworked employees can converse directly with internetworked markets.

Corporate firewalls have kept smart employees in and smart markets out. It's going to cause real pain to tear those walls down. But the result will be a new kind of conversation. And it will be the most exciting conversation business has ever engaged in.

2 Comments:

Anonymous Anonymous said...

Have you finished reinventing TVNZ?

9 July 2005 at 2:02 PM  
Anonymous Anonymous said...

dr phil said so.

toup'e n all

1 November 2007 at 5:32 AM  

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