The document discusses the difference between the static web of the past which was like a library or TV, and the live web of today which is about conversation and relationships. It notes that people on the live web communicate in a natural, honest way, while most companies only know how to communicate through marketing messages. It suggests companies need to learn how to speak like people on the live web if they want to be respected.

1. the Live Web blogs, sharing, networks & relationships

2. you’d better start swimmin’ … markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked. Most corporations, on the other hand, only know how to talk in the soothing, humorless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal. Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do. www.cluetrain.org charities charities

3. the Web it is a changin’ the Static Web and the Live Web The Web as a library The Web as TV The Web as conversation

4. … get out there and play Blogging at wordpress.com Photo-sharing at flickr.com Social networking at facebook.com Reading at technorati.com

15. talk to me… www. theinternationale .org :: the Blog www.theinternationale.com :: the training