the cluetrain manifesto http://www.cluetrain.com/
A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed (Word Of Mouth). As a direct result, markets are getting smarter - and getting smarter faster than most companies.
These Markets Are Conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the Human Voice is unmistakably genuine. It can't be faked.