« Developing a New Story | Main | Catch me, if You Can »


TrackBack URL for this entry:

Listed below are links to weblogs that reference Cluetrain vs. Madison Avenue:


I was just having a conversation today with someone - very tech oriented - about how we need to talk about what we do in the customer's terms - what's their story. Even when we get so excited about the new products and services we offer. It's a hard thing for people very technology centric to wrap their heads around - to put themselves in the customers' shoes.

And sometimes salespeople get so excited about selling the new stuff that they, too, get caught up in the technology / features. And they want to shout about it.

We all have to focus on being human and talking to humans. And not get caught up in the widgets, digits and latest super-cool creative idea.

Great post Valeria, grazie!

Your very insightful words convey a message I've tried to get across to CMOs for years - brands can add value to existing conversations and relationships through co-created services, content and utilities. They should not try to create artificial relationships or experiences but they can make existing ones richer.

We've spent 11 years building trust and creating relationships with people who play community sport, making their experiences better through technology. We are now giving brands the opportunity to partner with us, even "piggyback" off the trust and emotional relationships and conversations that exist.

Would love to get your thoughts on whether you think we are on the right track.

Thanks, Umberto


Valeria - I like the way you frame this debate as a universal principle - what is social for (?!).

The comments to this entry are closed.


Enter your email address:

Delivered by FeedBurner

Search Content

Advisory Boards

As seen on


Marketing that makes business sense


Book Reviews

Comment Policy and Social Guidelines

  • This is my blog and not a public space. Critical discourse is welcomed. However, inappropriate comments will be deleted. See my social guidelines for reference.


  • The opinions blogged herein represent only those of Valeria Maltoni and do not reflect those of her employer, persons or companies mentioned herein, or anyone else.

© Valeria Maltoni

  • This work is protected by copyright. It may be quoted and excerpted. Beyond a sentence or two, you should ask for permission before publication.

  • Conversation AgentTM

  • © 2006-2015 Valeria Maltoni.