Companies that do not adapt to communicating directly with networked markets online will fail to engage customers and lose opportunities. Specifically, companies must realize that their markets are now interconnected through online networks, are getting smarter by sharing information, and can directly communicate feedback to companies. If companies do not lighten up, develop a sense of humor, and engage with their markets by taking advantage of available online resources, then their markets will laugh at and lose trust in those companies.

1. 95 Theses VERTSOL (15 to 21)