Almost 10 years ago Chris Locke, Doc Searls, David Weinberger and Rick Levine published a book that was going to change the way we saw the world, The Cluetrain Manifesto
The basic premise in the book is that markets are conversations. Their members communicate in language that is natural, open, and honest, sometimes even direct. Basically you can’t fake it.
Most corporations, on the other hand, only know how to engage in a corporate monotone of mission statements, product strategies and , marketing brochures.
However everything is now changing. People are connecting, and working together. The Internet is enabling these conversations and there is nothing corporations can do to stop it.
With the book are 95 theses that summarise everything into a nice simple message. Yesterday I was re-reading them and wanted to share them with you all. So I created a quick slideshow, enjoy!
Michael Specht 
In contrast to the idea of open and honest conversation, hear what Michael Gray has to say in this interview:
So it’s about Pagerank and hiding the real, not so friendly conversation from the top search results?
Brilliant work Michael. Have blogged and duly circulating.
http://www.jonathanmacdonald.com/?p=1774