The Cluetrain Manifesto document discusses how companies need to change how they communicate with markets in the age of the internet. It states that the traditional homogenized voice of companies will seem outdated and that those who still use outdated marketing approaches will no longer appeal to anyone. It advises that companies must realize that their markets are now networked individuals who are getting smarter through conversation online. It warns that if companies do not adapt to communicating directly with their networked markets, they may blow their last chance to connect with them.

1. Cluetrain Manifesto