The document discusses how markets have transformed from a top-down model of messaging to open conversations, with three key points: 1. Ancient assumptions of total control over messaging are being overturned as markets become more like open conversations. 2. These market conversations are complex and involve many participants, as illustrated by a story of a boy and his experiences with a washing machine. 3. There has been a change in how information and authority is structured, with the digitization of content and rise of platforms that organize information in new, unowned ways.

2. 1. An ancient assumption over-turned ITA: Una vecchia concezione, rovesciata.

3. Ancient Assumption size control ITA: La vecchia concezione: più sono grande, più devo controllare.

5. Permission

6. Fort Business Marketing Managing Partnering

8. Doc Searls ITA: I MERCATI SONO CONVERSAZIONI. ITA: E’ FINITA L’ERA DEL “MESSAGGIO”. Markets are conversations. There’s no market for messages.

9. Marketing Becomes War Marketing campaigns Targeted marketing Saturation marketing Strategic marketing Market penetration ITA: IL MARKETING COME GUERRA ITA: CAMPAGNE DI MARKETING, MARKETING MIRATO, STRATEGICO, PENETRATIVO, SATURANTE

11. 1 : 1

12. 1 : 1

14. ITA: TRASPARENTE ITA: VOLENTEROSO ITA: ALTRUISTA ITA: APERTO For their own sake Transparent Open-ended Voluntary

15. 2. What are market conversations like?

24. 3. The change in authority (Beyond content!) ITA: LO SPOSTAMENTO DELL’AUTORITA’. (OLTRE I CONTENUTI)

27. First Order

28. Second Order

29. Digitizing everything

32. 4. Unowned order ITA: L’ORDINE SENZA PROPRIETARIO

33. Content Music Travel Media Real Estate iTunes Pandora Expedia Kayak Farecast Google News Reddit CondeNet MLS Zillow BUSINESS Retail Amazon Pricegrabber Wize ThisNext Meta-Business

34. 4. Why this matters ITA: PERCHE’ E’ IMPORTANTE

35. Simplicity ITA: DALLA SEMPLICTA’ (DEL MESSAGGIO) ALLA COMPLESSITA’ (DEL MESSAGGIO)

38. Trust ITA: FIDUCIA

40. Einstein Madame Curie Freud

44. 4. To Do ITA: COSA FARE

45. ITA: DARCI IL POTERE Put us in charge.

46. ITA: DARCI IL POTERE Put us in charge.

47. ITA: DARCI IL POTERE Put us in charge.

48. ITA: LIBERARE LE INFORMAZIONI E IL CONSUMATORE Let your info & customers go.

49. ITA: ESSERE APERTI No dead ends.

50. ITA: DARCI TUTTO Give us everything

51. ITA: ESSERE CHIARI, TRASPARENTI, ONESTI ITA: ONORARE LA CONVERSAZIONE Honor the Conversation. Be clear, transparent, honest

53. Thank you. David Weinberger Blog: www . JohoTheBlog . Com Email: self@evident . com ITA: GRAZIE