The Cluetrain Manifesto document discusses how companies need to change how they communicate with markets in the modern networked world. It states that the traditional homogenized "voice" of companies will soon seem outdated and that those who still use outdated communication like television ads are mistaken. It advises that companies must realize that markets are now networked individuals who are smarter and conversing directly. It warns that if companies do not adapt to communicating directly with these networked markets, they may blow their last chance to do so.
![In just 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]](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)