In the next few years, the current homogenized "voice" of business communications like mission statements and brochures will seem as artificial as the language of 18th century French court due to the evolution of the world. Companies that do not engage with their markets in a networked person-to-person manner are missing opportunities, and those that communicate directly risk failing if they do not do so carefully. To connect with markets, companies need to lighten up, develop a sense of humor, and get in touch with their humanity.

1. 15 In just a few more years, the current homogenized
quot;voicequot; of business—the sound of mission statements
and brochures—will seem as contrived and artificial as
the language of the 18th century French court.
• The voice of business must not get up to a
certain point that it is already a language.
The world must evolve.

2. 16 Already, companies that speak in the language of the
pitch, the dog-and-pony show, are no longer speaking to
anyone.
• When you talk inhumane, it’s like you’re not
talking to anyone at all but yourself.

3. 17 Companies that assume online markets are the same
markets that used to watch their ads on television are
kidding themselves.
• Online markets are powerful and gives
information more to everybody else.

4. 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 must join the network to be
able to adapt to the ever-changing world.

5. 19 Companies can now communicate with their
markets directly. If they blow it, it could be their last
chance.
• Companies should carefully communicate
with their markets directly.

6. 20 Companies need to realize their
markets are often laughing. At them.
• People can see anything about any post one
makes.

7. 21 Companies need to lighten up and take themselves
less seriously. They need to get a sense of humor.
• Companies need to be more human.