10. As a result [of the Internet, of internetworked markets and intranetworked employees], markets are getting smarter, more informed, more organized. Participation in a networked market changes people fundamentally.
My short answer is “yes.”
My long answer is “yessssssssssss.”
In a perfect market, two of the key requirements are that perfect knowledge exists and there are no transactional costs – particularly information costs. 10 years ago, when the Internet was something geeks did in their basements, information had a high transactional cost. You either had to pay to go behind the online paywall or make a long and time consuming trip to a reference library.
Today’s networked (or hyper networked) world, information is free. Services such as Google, About.com, Wikipedia, Yahoo! or Mahalo Answers not only give you all the information you need for free but charge organizations for the right to be visible during this content delivery.
A hyper networked world also brings us one step closer to perfect knowledge. When you can post a question on a subject and have your social graph give you an answer; when you can find pretty much all the information (and opinion) you need online, it is hard to say that we aren’t closer than ever to a market that enjoys perfect knowledge from consumers.
Markets are getting smarter. Working collaboratively makes organizations smarter. Being able to access your network makes you exponentially smarter.
Thesis 10 is, and will remain, one of the most relevant theses in the Cluetrain Manifesto. It speaks to hope, to being unified and to a better world where everyone can be connected and enjoy the benefits of a truly global network.