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Is It Truth Or Consequences?

The word truth has a variety of meanings, from honesty, good faith, and sincerity in general, to agreement with fact or reality in particular.

The opposite of truth is a lie. A lie (also called prevarication), is a type of deception in the form of an untruthful statement, especially with the intention to deceive others, often with the further intention to maintain a secret or reputation, protect someone’s feelings or to avoid a punishment.  A liar is a person or institution that is lying, who has previously lied, or who tends by nature to lie repeatedly.

However one could be lying to themselves and or an entire market because they lack the knowledge to understand developing truths. Unless engaged in learning new knowledge many of us can end up lying to ourselves because we lack knowledge of new truths.

The Truth About Markets

The premise of The Cluetrain Manifesto is that “markets are conversations“. Conversations reveal truths and lies.  No one likes to be lied to because lying tends to create seeds of destruction in relationships.   Lying brings consequences because relationships are founded on trust. Trust cannot be built on lies rather lies destroy trust.

For a market to work efficiently is must rely on truths. Relying on lies misleads a market and a market misled sooner than later fails.   Today the “market of conversations” fueled by social media is creating a transparency that reveals truths and rejects lies.

When we engage with people, partners, suppliers and customers we’re engaging in a relationship. The foundation of any relationship is founded on principals that when not incorporated into the process of building relationships  end up “sowing seeds of destruction” which hurts the relationship building process.

Seeds of destruction are those thing that don’t bring honor to a relationship.  When we sow seeds of progress based on truth (knowledge) those seeds enhance relationships and all things become possible because trust is built.  When we sow seeds of deception, manipulation and lies we in fact destroy trust and subsequently the relationships don’t last. For markets to thrive and prosper they must focus on building not destroying relationships.
The Consequences of Social Media

Most organizations have yet to realize the risk of not participating in the market of conversations.  Nor have they come to recognize the truths about their own markets. Not recognizing that markets are indeed conversations leads one to believe a series of lies including:
  1. We don’t need to engage in social media
  2. We can rely on old advertising and marketing methods to reach out market
  3. We can use social media as another channel to “push” our message
  4. We can continue to do what we’ve always done and get better results
  5. The consumer does not know as much as we do, we know better
  6. That social media stuff is just a fad and it won’t last so lets not waste our time or resources
  7. Our market is sophisticated and doesn’t participate in social media
  8. The use of social networks is for kids
  9. The internet presents too much risk so lets not use it
  10. I don’t believe any of these reports about social media or your not even aware of all this social stuff because your not listening
For businesses to thrive they need relationships. The market of conversations represents the market of relationships. However this is a new market that gets its truth from the market of relationships.  If you lie to yourself then you are in fact leading your own self to destruction. If you lie to the market then you will face destruction because you lost the markets trust. The consequences of deception are significant. Who is your market?  It is everyone but you. Listen, learn and grow in knowledge. Get it?

What say you?

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