The Cluetrain Manifesto
Deseamos más conexión entre lo que hacemos para ganarnos la vida y aquello por lo que nos preocupamos sinceramente, por el trabajo que es más que estar aburridos mirando el reloj. Ansiamos liberarnos del anonimato, ser vistos como quienes realmente sentimos que somos más que como la suma de medidas y parámetros abstractos.
We long for more connection between what we do for a living and what we genuinely care about, for work that's more than clock-watching drudgery. We long for release from anonymity, to be seen as who we feel ourselves to be rather than as the sum of abstract metrics and parameters.
Ansiamos ser parte de un mundo que tenga sentido más que aceptar la alienación accidental impuesta por fuerzas de mercado demasiado grandes para abarcarlas o siquiera para contemplarlas. Y este ansia no es simplemente nostalgia deseante, ni un sueño adolescente no reconstruido.
We long to be part of a world that makes sense rather than accept the accidental alienation imposed by market forces too large to grasp, to even contemplate.
And this longing is not mere wistful nostalgia, not just some unreconstructed adolescent dream.
Es evidencia viva del corazón, de lo que nos hace más humanos. Pero las compañías no quieren que seamos humanos.
It is living evidence of heart, of what makes us most human.
But companies don't like us human.
Se apoyan en nuestro ansia para sus propios fines. Si nos sentimos inadecuados, hay un producto que rellenará el hueco, un poco de magia fetichista que nos convertirá en seres completos.
They leverage our longing for their own ends. If we feel inadequate, there's a product that will fill the hole, a bit of fetishistic magic that will make us complete.
Tal vez un automóvil nuevo lo consiga. Tal vez un viaje al Caribe o ese nuevo CD o un precioso y brillante lote de cuchillos de filetear Ginsu.
Perhaps a new car would do the trick. Maybe a trip to the Caribbean or that new CD or a nice shiny set of Ginsu steak knives.
Cualquier cosa, todo, con tal de conseguir más cosas. Nuestro papel es consumir.
Anything, everything, just get more stuff. Our role is to consume.
Por supuesto, el automóvil nuevo no es suficiente por sí mismo. Debe hacerse que represente algo más grande.
Of course, the new car alone is not enough. It must be made to represent something larger.
Mucho más grande. La rubia [draped] sobre el capó tiene mucho mejor aspecto que la anciana dama que se queja de la vajilla.
Much larger. The blonde draped over the hood looks so much better than the old lady bitching about the dishes.
Seguramente ella entendería nuestras necesidades secretas. Y si nos mostrásemos con ella en el gran juego de golf, ¡impresionaríamos a los muchachos! Síp, tengo que tener una de esas nenas.
Surely she'd understand our secret needs. And if we showed up with her at the big golf game, wouldn't the guys be impressed! Yeah, gotta get one-a those babies.
No es cuestión de sexo, sino de poder — la carnaza máxima que ha habido siempre para seducir a los que no tienen nada. O para llevarlos un poco más cerca del hueso.
This isn't about sex, it's about power the greatest bait there ever was to seduce the powerless.
Or take it one slice closer to the bone.
Apoyarse en los cuidados. Por el costo de un bote de mantequilla de cacahuete, puedes ser una Gran Mamá, del tipo que todos los chicos querrían tener.
Leverage care. For the cost of a jar of peanut butter, you can be a Great Mom, the kind every kid would love to have.
Puedes mirar a tus hijos felices jugando en ese patio suburbial perfecto y lanzar un suspirito de contento porque la vida es tan buena, sin ninguna maldita bruja a la vista.
You can look out on your happy kids playing in that perfect suburban backyard and breathe a little sigh of contentment that life's so good, with not a wicked witch in sight.
Y ahí hay mas de una forma de vencer todo esto. La publicidad te tiene servidas algunas sugerencias para tu entierro prematuro.
And there's more than one way to get it over with. Advertising has some serving suggestions for your premature burial.
Probando, Probando... Pero que tiene que ver esto con Internet? Mucho.
Testing, Testing...
But what's this got to do with the Internet? A lot.
La red creció como la hierba entre las fracturas en el imperio monolítico de acero y vidrio del comercio tradicional. Era tecnológicamente oscura, impenetrable, poblada por genios y "raros", solitarios, desadaptados.
The Net grew like a weed between the cracks in the monolithic steel-and-glass empire of traditional commerce. It was technically obscure, impenetrable, populated by geeks and wizards, loners, misfits.
Cuando comencé a usar la Internet, nadie daba un cacahuate por ella fuera de las grandes universidades y el complejo industrial-militar a los que servía. De hecho, si usted estaba fuera de esos círculos privilegiados, ni siquiera era posible conectarse.
When I started using the Internet, nobody gave a damn about it outside of a few big universities and the military-industrial complex they served. In fact, if you were outside that favored circle, you couldn't even log on.
La idea de que la Internet pudiera algún día convertirse en el mercado más grande del mundo hubiera sido ridiculizada si cualquiera se hubiera puesto a delirar en esos entonces en algo así.
The idea that the Internet would someday constitute the world's largest marketplace would have been laughable if anyone was entertaining such delusions back then.
Empezó a entretenerlos públicamente en 1992, y la risa fue larga y fuerte.La Red creció y prosperó en gran parte porque fue ignorada.
I began entertaining them publicly in 1992 and the laughter was long and loud.
The Net grew and prospered largely because it was ignored.
Funcionó con reglas diferentes a las de los negocios. La penetración de mercado era irrelevante porque no había un "mercado", a menos que fuera un mercado para nuevas ideas.
It worked by different rules than the rules of business. Market penetration wasn't interesting because there was no market unless it was a market for new ideas.
Aquí esta el nuevo programa. Necesita mucho trabajo.
The Net was built by people who said things like: What if we try this? Nope. What if we try that? Nope.
¿Qué tal si intentamos esta otra cosa? Bien, ¡demónios! ¡Vean eso! Una de los "demonios" más exitosos fue la Web. Provino de los esfuerzos para crear notas al pie de artículos académicos de física de la alta energía que probablemente pocas docenas de personas en el mundo entero pudierna realmente comprender.
What if we try this other thing? Well, hot damn! Look at that!
One of the hottest damns was the World Wide Web. It came out of efforts to create electronic footnotes references between academic papers on high-energy physics that maybe a few dozen people in the entire world could actually understand.
Es por eso que ahora, cuando enciendes tu TV, ves www.haveanotherbeer.com. Bueno, OK, algunas cosas pasaron en el medio.
That's why now, when you turn on your TV, you see www.haveanotherbeer.com.
Well, OK, a few things did happen in between.
Una de aquellas cosas fué que internet atrajo millones. Muchos millones.
One of those things was that the Internet attracted millions. Many millions.
La pregunta interesante para hacer es por qué. A principios de los 1990s, no existía nada como la Internet que hoy damos por sentado.
The interesting question to ask is why. In the early 1990s, there was nothing like the Internet we take for granted today.
Por aquel entonces, la Red era primitiva, desalentadora y poco atractiva. Entonces, ¿qué andábamos buscando? Y la respuesta es: a los demás.
Back then, the Net was primitive, daunting, uninviting. So what did we come for? And the answer is: each other.
The Internet became a place where people could talk to other people without constraint. Without filters or censorship or official sanction and perhaps most significantly, without advertising.
Another, noncommercial culture began forming across this out-of-the-way collection of computer networks. Long before graphical user interfaces made the scene, the scene was populated by plain old boring ASCII: green phosphor text scrolling up screens at the glacial pace afforded by early modems.
So where was the attraction in that?
The attraction was in speech, however mediated. In people talking, however slowly.
And mostly, the attraction lay in the kinds of things they were saying. Never in history had so many had the chance to know what so many others were thinking on such a wide range of subjects.
Slowly at first, a new kind of conversation was beginning to emerge, but it would achieve global reach with astonishing speed.
In the early days, the Internet was used almost exclusively for government-funded projects and the sort of communication that went along with such work.
Aquí esta el nuevo programa. Necesita mucho trabajo.
Here's the new program. It needs some work.
Left to themselves, they always do. And the people building the Internet were pretty much left to themselves.
They were creating the gameboard. No one else knew how the hell this thing worked, so no one could tell them what they could and couldn't do.
Consider that these early denizens of the Net were, for the most part, young, brash, untrained in the intricate dance of corporate politics, and highly knowledgeable of their craft.
In the prized and noble older sense of the term, they were hackers, and proud of it. Many, in their own assessment if not that of others, were net.gods high priests of an arcane art very few even knew existed.
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When disagreements arose over serious matters the correct use of quotation marks, say they would join in battle like old Norse warriors:
"Jim, you are a complete idiot.