Chartreuse Explains The Importance Of Chickens While Brian Clark Explains The Rest Of The Universe

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Quiz time!

Just one question.

You’re playing a game of chicken.

What’s the only credible way to get your opponent to swerve?

If you can answer that and why you will have a solid understanding of the finances of Web 2.0

Let’s start from the beginning.

Web 1.0 was about taking the real world and putting it online.

Toys R Us became Toys R Us.com

Nike became Nike.com

One of my favorite commercials of that era showed two old men staring the amazing moves of a running back. “He’s not just running,” one of the old men said. “He’s running.com“. The commecial emphasized what people already knew. This internet stuff was powerful.

So business flocked online and websites were thrown up all over the place and business models were based on the fact that they had audiences watching them.

Web 2.0 is different. It’s upside down. It’s Army of One. It’s power to the people. It’s the human algorithm.

Now audiences create the content, they categorize it, and they tell you how they really feel about it.

That’s the difference. And it’s huge.

Tagging. Blogging. Social-Networks. All do the same thing.

They allow the audience to segment and classify themselves in a million ways.

They give the audience power.

But here’s a secret.

By giving your audience more power you are actually giving yourself more financial power if you know how to use it.

It’s like playing chicken.

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In a game of chicken the only credible way to get your opponent to swerve is by very visibly throwing your steering wheel out the window and having him or her see you do it.

This way, you can’t change course even if you wanted to.

It’s entirely up to your opponent whether to lose—or die.

Giving up power has given you power. 

The odds now favor you.

In the Web 2.0 world financial power lies in all the information that consumers are giving you by you giving up the wheel.

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Look at Google.

Look at Overture (now Yahoo Search Marketing). 

These are the most profitable advertising business models around, because consumers tell advertisers what they’re looking for first, rather than advertisers telling consumers what they should buy and hoping for the best.

The audience is running the entire thing.

The internet is the largest direct marketing platform on the planet and now the audience can tell you exactly what it wants.

Who needs a sustainable business model when you have audience? 

Get it?

[reloaded: this post came about after a series of emails between myself and Brian Clark. It took a while but we finally agreed we were saying the same thing (he just didn’t like my words). I took parts of his emails to me and my own and put this together. I would call it a collaboration but that would be taking credit away from myself.🙂

Brian Clark, by the way, is the author of Viral Copy, which is flowing through the internet like a…virus (man, how could you not see that coming?). He also runs the site Copyblogger.]

[revolutions: Well Thomas Schelling won the Nobel Prize last year for showing that “a party can strengthen its position by overtly worsening its own options.” ]

Explore posts in the same categories: advertising, Army Of One, blog networks, Brian Clark, copyblogger, new media, research

20 Comments on “Chartreuse Explains The Importance Of Chickens While Brian Clark Explains The Rest Of The Universe”


  1. We’re working on some new features for b5 v2 (due about the same time as the PS3, heh) that’ll allow ‘audiences’ to tag, categorize, promote and even create content on individual blogs as well as the wider distribution systems coming online now🙂

  2. chartreuse Says:

    whoa, that sounds way cool…
    Hey, didn’t Sony say they would give us a PS3 date on March 15th? i think I read that on one of your sites…

  3. Brian Says:

    Now see there Chartreuse, someone’s been doing some thinking without you (or me).

    Nice work Jeremy! You’ve renewed our faith in the blognetworkosphere.

  4. Liz Strauss Says:

    You guys, you’re all so much smarter than the smartest girl in the room. I never thought of any of that. Great post. You’re right. Drive the market to what you have to offer.

  5. nathan Says:

    yeah, excellent post and an even better analogy.

  6. chartreuse Says:

    nathan,
    i almost included in this your point about social networks causing people to lose control but i didn’t want to confuse the issue to much.
    Your site is great.
    A very difficult read (don’t you know any 2 syllable words!) but great.

  7. Dave Says:

    I’m feeling a lot of love in the room this evening boys and girls.

  8. Anthony Says:

    chartreuse, that blog post you linked to from ineedhits.com it’s an Aussie company in Perth and you would be blown away by the figures they do. One the fastest growing private companies in Australia.

  9. Brian Says:

    The most brilliant part of this post way well be the link to the laurels for Nobel Prize Winner Thomas Schelling, and the idea of precommitment. When you are a regular person and your options are limited (i.e. monetarily) you are better off content-wise. You are forced to be extremely creative instead.

    Welcome to the social media revolution, where quality beats cash by necessity.

  10. RT Says:

    Brian…Very true and I totally agree with your last sentence. I didn’t know you were a trial lawyer (Im very familiar with the industry). You seem happier now!

  11. meettravis Says:

    Big Brother you made the NYTimes!!!!!!!
    search “chartreuse”. with a illustration! major props!

  12. Robert Bruce Says:

    Oh, this is good. Really good.

    Congrats just doesn’t say it Char. But BIG congrats anyway.

  13. David Krug Says:

    Had to come out of retirement just to say congrats.

  14. chartreuse Says:

    Thanks guys!
    Couldn’t have done it without you!🙂

  15. Brian Clark Says:

    I hsould have mentioned that I had nothing to do with the link to Thomas Schelling, that was all Chartreuse. Looks like the NYT recognizes how smart he is, too.


  16. […] Chartreuse said Look at Overture (now Yahoo Search Marketing). […]


  17. Greetings and Hello to everybody! My name is Denise, from Ocala, Florida. Your Blog was easy to navigate, most informative, and it contained the information I needed for my college research paper, Have a nice day, and many thanks!


  18. […] chartreuse (BETA) » Blog Archive » “Giving up power has given you power. ” Very interesting analysis. […]


  19. […] like the best way to win a game a chicken is to throw away your steering wheel, the best way to handle new situation is to let go of your […]


  20. […] Clark (yeah, the Copyblogger dude) and I (remixing the work of Nobel Laureate Thomas Schelling) wrote about this issue years ago […]


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