15. In just a few more years, the current homogenized “voice” of business – the sound of mission statements and brochures – will seem as contrived and artificial as the language of the 18 th century French court.
The once realistic and honest mission statements and brochures will someday become full of lies and unrealistic ideas.
Nobody will understand the mission statements and brochures anymore someday.
16. Already, companies that speak in the language of the pitch, the dog –and-pony show, are no longer speaking to anyone.
Nobody listens to a company that continues to sound flat, contrived and hollow. In other words, inhuman.
17. Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves.
Companies that continue to live in the era of mass media (television) are kidding themselves. They are no longer able to attract their markets.
18. Companies that don’t realize their markets are now networked person-to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity.
Companies are missing their best opportunity because they don’t know what their markets want and need.
19. Companies can now communicate with their markets directly. If they blow it, it could be their last chance.
Companies should learn to converse with their markets in a natural and uncontrived [non-artificial] way.
20. Companies need to realize their markets are often laughing. At them.
Companies should be more interactive with their markets.
Companies should be know more about their markets.
21. Companies need to lighten up and take themselves less seriously. They need to get a sense of humor.
Companies should become more realistic by being less serious.
In order to build a good relationship with markets, they should lighten up.