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 The current language used in mission statements and brochures will seem outdated as markets become more networked and intelligent through online conversations.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