Companies need to change how they communicate with markets. The current language used in mission statements and brochures will seem outdated as markets become more networked and intelligent through online conversations. Companies that still view markets as passive television audiences are misguided, as online markets can easily see through unrealistic pitches. If companies fail to directly and honestly engage with these empowered and skeptical markets, they may lose opportunities to connect with them. They must lighten up and develop a sense of humor to avoid being laughed at.

1. By: Janine Ko

2. 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 18th century French court. All voice would just like brochures and mission statements. Business wouldn’t sound real.

3. 16. Already, companies that speak in the language of the pitch, the dog-and-pony show, are no longer speaking to anyone. Language of the pitch is unreal Markets don’t believe those language

4. 17. Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves. Online Markets are different from the ads on television Online Markets are more easy to believe.

5. 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 that don’t believe with networked conversation are missing the opportunity. Markets know better than the companies

6. 19. Companies can now communicate with their markets directly. If they blow it, it could be their last chance. Communications are now easy. Directly Talk with their markets.

7. 20. Companies need to realize their markets are often laughing. At them. Markets knows better than companies

8. 21. Companies need to lighten up and take themselves less seriously. They need to get a sense of humor. Avoid too much work Communicate with the market Get the Attention of the market.