Earlier this year, my friend and former Globe colleague Keith McArthur came up with the idea of celebrating the 10th anniversary of The Cluetrain Manifesto by having 95 people blog about the 95 theses that formed the core of the book. So he set up the Cluetrainplus10 wiki and asked people to sign up, and after looking at the available choices, I settled on number 38: Human communities are based on discourse — on human speech about human concerns. Why? I guess in part because I’ve been thinking a lot about those kinds of issues in my still relatively new role as Communities Editor at the Globe and Mail, where my job consists of trying to find new and better ways to connect readers with our writers and our content.
In many ways, the Globe isn’t really all that different from any other company. We have a product — namely, our content — and we have customers, except that we call them readers. Of course, unlike many companies, we also play a kind of public-service role, but that’s a service to readers and to the community as a whole as well. And just like other companies, we are trying to find our place in this new, more connected world, where our customers are not just looking to interact and engage with us, but are also interacting with each other, carrying on conversations that we theoretically helped to start. How can we become a part of those conversations? I think the Cluetrain message is a simple one: by being human, and by speaking the way that human beings do.