When corporate intranets are not constrained by fear and legalistic rules, the type of conversation they encourage sounds remarkably like the conversation of the networked marketplace.

They will only sound human when they empower real human beings to speak on their behalf.

Same old tone, same old lies. No wonder networked markets have no respect for companies unable or unwilling to speak as they do.

We have better tools, more new ideas, no rules to slow us down.

Companies attempting to “position” themselves need to take a position. Optimally, it should relate to something their market actually cares about.

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.

Hyperlinks are the connections made by real individuals based on what they care about and what they know, the paths that emerge because that’s where the feet are walking, as opposed to the highways bulldozed into existence according to a centralized plan.

Hypertext is inherently nonhierarchical and antibureaucratic. It does not reinforce loyalty and obedience; it encourages idle speculation and loose talk. It encourages stories.

Your tired notions of “the market” make our eyes glaze over. We don’t recognize ourselves in your projections—perhaps because we know we’re already elsewhere. 72. We like this new marketplace much better. In fact, we are creating it.