manifesto

They say: if Web 1.0 was the corporatization of the web,
Web 2.0 is the humanization of the web.
[Cool.]
But what happens when 
you’re trying to build a 2.0 business in a 1.0 environment?

And: how do you push through when 
hidden resistances may be coming from your own self?

••••••••••••••••••••••••••••••••

Section I > the big idea

The Lie:
We are separate.
CEO from employee.
Company from customer.
Me from you.
And technology is only making this worse.

The truth:
We are one.
Consumer with brand.
Citizen with community.
Individual with universe.
And technology
is just starting
to make this real.

Authenticity, merit, creativity, courage, collaboration, co-creation.
These ideas are the foundation of the collective consciousness.

These are the truths that make us one.

And OMG.

These
are
the
values
of
Web
2.0
!

These ideas aren’t new.

You’ve heard them from:
Buddha. Jung. Einstein.

You find them in:
Music. Art. Poetry.

You feel them in:
Campfires. Innocence. The sunrise. Puppies. Beaches. Laughter. Raindrops. Hugs. Green grass. Red balloons. Ice cream. Beer. Snowflakes. Smiles. Vacations. Hot coffee. Free parking. Fields of flowers. Breakfast in bed. The moon. The sun. The stars.

Giants through the ages
[and the simplest of pleasures]
prove the power of these truths
every day.

So, what’s the hold up?

Why can’t we get it?

Why can’t we believe: We are One?

Oh yeah.

 That pesky lie.



And...

(dum dum dum)



A whole slew of 1.0-like excuses.

That old-school,

 corporate-based,

 scarcity-focused

 world of...



control & delusions & rules



fear & ego & manipulation



expert & hierarchy & bosses



[OH MY.]

So, how do we emerge?

We dare.

We dare to go from:


“Us VS. Them” 

>> to >>

 “We”
•••
“Me VS. You” 

>> to >>

 “Us”
•••
“Be creative.”

 >> to >> 

“Be creativity.”
•••
We dare to go from:

a 1.0 mindset 

>> to >> 

a 2.0 attitude

And how?

•••••••••••••••••••••••••••••••••

Section II > 
a long look in the 
big honkin’ mirror of life


Meet Barrier #1: 
Technical Resistance

“I’ll break it!”



"What are all those buttons?"

“I don’t want to touch it!”



To T.R. folks:

 Technology is a mystery.



Technology is a series of numbers and codes
 that could render us obsolete.



Technology is
“big, bad, scary guy.”



When in reality?

 Who’s
really scared
 of whom?


(more on this in a minute)

•••••••••••
Barrier #2: 
Value Resistance

"I’m not creative.”



“I don’t want anyone stealing my ideas!”



“Why would you want to be transparent?!”



To V.R. folks:

 Technology will “make me look stupid.”



Technology means a space of no control.



Technology is opening for chaos; 
technology is an emotional enemy.



When in reality?

 The emotional enemy
 might just be
 somewhere else...


(more on this even sooner)

•••••••••••

Finally, Barrier #3: 
Connection Resistance

“I’m stupid.”



“I’m afraid.”



“I’m not worthy.”



To these final friends:

 Technology highlights our inadequacies.



Technology is
 yet another world
 in which
 “I don’t belong.”



And most of all:

 “Technology is further evidence 
of my lack of value to the universe.”



When in reality?



We forget what we all

have in common:



We’re all making it up
 as we go along.



At work,
 at home,
 on the train,
 we’re all just trying 
to figure it out.



In our own way, in our own time.



From the people who don’t want to break the computer...



To the people trying to control their
 environment/surroundings/job/life/emotions...



To the folks ready to dig deep 
and unearth the really scary stuff...



We’re all just hoping for a  breakthrough.



And to find it?



We need to have a breakdown.



Yep.


We need look at our resistance to 2.0 ideas
 and parallel that with something bigger.



And once we
 crack this nut?



We change the world.



So: 
let’s change the world.

•••••••••••••••••••••••••••••••••

Section III > 
the work

Ready?



Here are some questions:



What do you stand for?



What story do you tell about your tribe? Your family?
 To yourself? To others?



What makes 
you feel separate
 in your relationships?



At work,
what does your ego 
try to convince you of 
every day?



In your branding,
 who are you manipulating right now?

 What are you hiding?

How boldly will you engage
 with your community?

 With your adversaries?

And more: 

What risk would you take for global change?



These big questions
 set us up for
 bigger answers.



And even bigger possibilities.



Possibilities built on courage.



Possibilities that release control.



Possibilities that avoid complacency.



Possibilities that bring about magic.



And the only way to grab hold of it all?

Let Go

Of fear.



Of ego.



Of judgment.



Judging yourself.

 Judging others. 

Judging your circumstances.

Let go.

 Let go. Let go.

 Let go.




Because when you let go,

 something amazing

 happens.



You fall.



Up.



Away from the old views, away from the old demons, 
away from the old voices.



You realize control is a delusion.



Your ego is a gnome.



And everyone else is in the same boat with you.



Bobbing along, 
figuring it out,
 trying not to get seasick.



And you’re not alone.

 And you never will be.

 And you never were.



Because again:

 we are one.



So now, 
let’s bring it all home.

•••••••••••••••••••••••••••••••••

Section IV > use those 2.0 tools,
you bright & shiny
2.0 stud(ette)...
 [in 5 easy steps]

1) LISTEN



First things first: you have your truth, you have your point of view.

Now, shut up about it. Open your ears. And listen.


To others,

 to your customers,

 to your employees,
 to the world.



Fact is:
 Out there in the 2.0 universe, people are already talking.



About your product, your service, your values.



Find out what they’re saying. Now.



(p.s.: the blogosphere is a good place to start)

•••••••••••

2) ENGAGE



Cool. They’re talking.

Now you have a choice.



Ignore, participate or lead.

(Guess which one we pick.)



Yep. It’s time to engage with this discussion.



Dig deep
 and participate
in this new world of openness.



Because remember: 
the vital act is the act of participation.



Or: 
if you don’t do it,
they’ll do it for you.

(Kryptonite, anyone?)

•••••••••••

3) TRUST


OK. OK. 
About now you might be ready to bail.



People are edgy. Things aren’t ‘normal.’ You’re starting to sweat.



Instead, look me in the eye when I say:

 This Is Good.

This is Productive.

You’re Right Where You Should Be.



This is the time to trust the process.

If you start to panic, just remember: Like Attracts Like.



Trust the process and it will trust you.



(the rules of the universe don't lie: you gotta contract before you expand)

•••••••••••

4) GENERATE



As you move through this process,
you soon realize: 2.0 is a game changer.



Which means, you don’t have to do it alone anymore.



You’ve got fans out there.



The wisdom of the crowds is here to help you,
 work with you,
 dance with you.



In other words: let the crowd take the lead. 


They know where they’re going.



(note to self: UGC is the core of 2.0)

•••••••••••

5) OPTIMIZE



You're rocking.
You're rolling.



Now:

Let’s keep 
evolving, changing,
 striving & jiving
 to make the most
of your message.



(In other words: Tag, ping, trackback, measure ...
and get the most out of this mother.)



So, to recap?

Let Go.



Listen

Engage

Trust

Generate

Optimize



It’s a process that
 shocks the status quo.



Challenges the establishment.



Shakes shit up.



So it must be good.


Still not convinced? 

OK.

Of all the oodles of 2.0 rock stars, 
learn from some of our favorites––old and new––right here.

•••••••••••••••••••••••••••••••••

Section V > 2.0 movers & shakers

Let Go for Individual Change >> [Cool Example: esnips ••• Share your stuff––whatever the electronic media: photos, poetry, film clips, flash files, music. Tagging lets you hook up with others who dig the same vibe. And it's free.]

Let Go for Relationship Change >> 
[Cool Example: groups.yahoo.com ••• A discussion-group site that helps you to chat, share photos, share a calendar, take polls, post messages and share files ... A cool idea to stay in touch & plan stuff with your chums.]

Let Go for Business Change >> 
[Cool Example: linked in ••• A business networking site that helps you meet friends of friends, find inside connections, learn what a company is really like, find out who’s hiring (and who would make a great candidate)... Get hooked up now.]

Let Go for Community Change >>
 [Cool Example: zaadz ••• Take MySpace, add a dash of social consciousness and ta-daa, here's a community site that helps you be the best you can be, share the best you already are and find people who are doing it all right along side you. Tagging offers quick links to others who share your interests. (And blogging is a snap.)]

Let Go for Culture Change
 >> [Cool Example: YouTube ••• Here's to flattening an industry. Shoot, upload and--if you have the goods--you too can become a star. (Or, even, make a buck or two... see Brightcove and Revver.)]

Let Go for Global Change
 >> [Cool Example: kiva ••• A small non-profit group that links you and me to people who need micro-loans (or vice versa). This group has had such incredible interest and volume, their servers are sweating to keep up. All based on the generosity of others... Sigh.]

•••••••••••••••••••••••••••••••••

Section VI > 
the beginning


Feeling good? Feeling solid?

Great.

Now, before we go, 
we have one more biggie.

Frank thinks ... with all these tools and values and folks and ideas and creating and sharing  ... this is what we're thinking:

"Web 2.0 is the manifestation 
of the collective consciousness."

Which means:
 You’ve been invited to the party all along.


Because you’re at the party right now.

So, get out there and have some fun.

(Twister, anyone?)