The document discusses how markets are made up of human conversations and interactions. It emphasizes that markets should be understood by focusing on human beings, their stories, and conversations in a personal, sincere manner using simple words. Effective conversations share ideas and thoughts with a human voice that allows others to sense feelings and personality.

1. Markets are conversations Market is about people telling their own stories This conversations is way to communicate the markets need and wants.

2. Markets consist of human beings, not demographic sectors Markets should be treated as human and not just a mere consumer Markets shouldn’t be studied but should be understand

3. Conversations among human beings sound human. They are conducted in a human voice. Conversations should be in simple words It should be more personal and have sincerity

4. Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived. You can sense feelings Shares ideas or thoughts there is always a piece of “me”