I did not make this up.  It is the first thesis of the cluetrain manifesto.  Read it.  Understand it.  Deal with it.

And once you accept that, get on THE HUGHTRAIN.

So what’s the big deal?  I mean choo choo already.  First, unlike positioning, these are rather new marketing concepts (though cluetrain is now nine years old).  Second, like positioning in the second half of the 20th century, these train theories are forming the basis of marketing thought at the beginning of the 21st century.

And a big BTW.  The statement that "markets are conversations" is quite different from "marketing is a conversation".  What’s the difference?  Talking to people at a cocktail party about what kind of car they drive because you need a new only versus reading the BMW 1 ad on the inside cover of WIRED.  What matters most to you?  I submit the two way with people you know that drive BMWs.  It’s the same with your customers and potential customers. 

Nobody wants to be sold.  So stop selling and start conversing.  Remember the two ears one mouth thing?  Use that.  To converse.  In English.  Not geek speak.

Conversations are going to happen regardless of if you are working the room with your Grey Goose Red Bull or sitting in the corner nursing your 1964 Bowmore.

You only have one choice.  Go with the clear.

P A R T I C I P A T E.