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95 Theses 15 - 21
15. In just a few more years, the current homogenized “voice” of business – the sound of mission statements and brochures – will seem as contrived and artificial as the language of the 18 th  century French court. ,[object Object],[object Object]
16. Already, companies that speak in the language of the pitch, the dog –and-pony show, are no longer speaking to anyone. ,[object Object]
17. Companies that assume online markets are the same markets that used to watch their ads on television are kidding themselves. ,[object Object]
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. ,[object Object]
19. Companies can now communicate with their markets directly. If they blow it, it could be their last chance. ,[object Object]
20. Companies need to realize their markets are often laughing. At them. ,[object Object],[object Object]
21. Companies need to lighten up and take themselves less seriously. They need to get a sense of humor. ,[object Object],[object Object]

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95 Theses 15 21