Life on the internet changes rapidly. The rules for optimizing your online presence, continually morph into critters with new names! Turn around for 5 minutes and there's an online flurry about something new. Remember Alex Tew and The Million Dollar Homepage, Kyle MacDonald with One Red Paper Clip, or Juan Mann and his Free Hugs? How does any of that and the current attention on Web 2.0, affect your online business? What does any of it mean, for your business web site?
A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies. These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.
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Learning to speak in a human voice is not some trick, nor will corporations convince us they are human with lip service about "listening to customers." They will only sound human when they empower real human beings to speak on their behalf.
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