"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." (cluetrain)

 Cluetrain manifesto is a seminal book written in 2000 that correctly identify the trends of the Web that we are living right now.

The book is now available for free online btw.

The key point of the book simply says "conversation happens. You as a company cannot control them. Just participate".

Companies have always tried to control their image through the use of advertising and PR works, especially in the era when channels of communications are mostly one way and can easily be manipulated.

Not anymore.

The rise of personal medias and Internet communication forum route around these gatekeepers of information.

People will talk, form opinions and make judgement about you, rightly or wrongly. So be it. All you can do is present your side of the story and let people judge you on your merit.

No more facade.

Market as conversation also brings up another phenomena, the rise of amateurs.

In the past 60 years, the rise of mass production management philosophy has edged out amateurism and bring worship the alter of professionalism.

Professionalism > Amateurism.

And the word professional has become a shortcut for quality.

Although the word professional is simply rooted from the word profession, which means, job or work.

Profession = Money.

Amateur = LOVE.

The web brings back amateurism.

The web brings back LOVE.

Your parents are amateurs. They don't get paid to raise you. Your dad title is not "Omar's Dad".

You don't play football on the street of Cairo on a Thursday night because you get paid to do it. You do it because you LOVE football.

We are mostly amateurs.

 When you are amateurs, you mostly only care about limited audience. Your mother is an amateur cook. She only cares about you and her guests opinion, not the opinion of the Michelin Guide.

People blogs on blogger, write wiki entries on wikipedia, share pictures on flickr, share amateurs videos on youtube.

It's all love. Or mostly love.

Professional lovers are whores. Amateur lovers are your wife, girlfriends and fiancee.

So look around and appreciate amateurism. They are the foundation of life and work.

Amateurs make the world go around. Professionals just support it.