Already in 1999 the authors of the book identified the importance of the Internet both in markets and enterprises themselves. His thesis were already at that time simple but groundbreaking, and four authors, are today still fully in force as it could not be otherwise, they created a web in which cite ninety-five thesis that must be taken into account. The general idea is that what makes different from other media Internet is the possibility to talk person to person, as it was formerly done in markets, and based on this the relationship with customers or between coworkers or bosses and subordinates – also should be totally different. In an ironic and even sarcastic tone occasionally reminds me the also super good morning, laziness, of Corinne Maier – Rick Levine, Christoper Locke, Doc Searls and David Weinberger are shelling their thesis. They try to remove the myths of the mass communication media, producing Internet discussions of human to human, which are those that integrate markets (and not the) segments, niches). They added that the talks should be natural, and is recognized perfectly when they are sincere are no much altruism, as in many forums, for example, not only companies, but individuals, which we do not know, offer us their knowledge and advice free of charge.

They ruthlessly criticize the typical corporate websites, which are too formal and dehumanised, but unconsciously and in some occasions, being aware – prevent customer from reaching contact with certain people in the company to help them and solve them with their problems. Also berate those who seeking to put limits on communications over the Internet and media related, since the both end clients as employees who suffer this limitation will seek other means, with which the company leave worse off. Therefore, they advocate to encourage this type of interaction between business, employees and customers. The authors are saying (and already said ten years ago!) that the potential of Internet is too strong to let it go or to oppose him, is an updated version of classic boca-oido advertising, but with potential exponential through thousands of hyperlinks and millions of conversations that occur on the network. Too much how to do anything. As says guru of marketing, Seth Godin, if you think that you don’t need this book to better understand your market is there will be wrong twice. Original author and source of the article.