The document discusses how companies need to adapt their communication strategies to the new networked markets enabled by the internet. It notes that the traditional top-down broadcast marketing approaches used in the past, such as ads and brochures, will no longer be effective. Companies must realize that their markets are now globally connected and conversing online, and they need to find ways to directly communicate with customers in a human voice. If companies do not adapt to these new networked conditions, they risk losing opportunities and customers may laugh at their outdated approaches.