The document discusses how markets have transformed from mass media to networked conversations online. It argues that companies need to recognize that their markets are made up of human beings connected through the internet. To be successful, companies must have genuine conversations with their markets and employees using a human voice rather than marketing speak. They need to get rid of outdated command-and-control management styles and recognize that networks allow for new forms of organization and knowledge sharing. Companies risk failure if they do not adapt to seeing their markets as intelligent, networked people.