95 Theses29-35

29. Elvis said it best: “We can’t go on together with suspicious minds.”

• In order to have a good relationship, you need to learn to trust each other.

• Without being able to trust your workers and customers and without them trusting you, there is no sense in interacting with each other.

30.Brand loyalty is the corporate version of going steady, but the breakup is inevitable—and coming fast. Because they are networked, smart markets are able to renegotiate relationships with blinding speed.

• Through the Internet, businesses can establish easy communication with their markets and keep up with them.

31. Networked markets can change suppliers overnight. Networked knowledge workers can change employers over lunch. Your own “downsizing initiatives” taught us to ask the question: “Loyalty? What’s that?”

• Due to the continuous downsizing of initiatives, we astray the essence and meaning of loyalty.

• Loyalty has become a mere word that we know the definition of but do not know what it really is.

32. Smart markets will find suppliers who speak their own language.

• Smart markets prefer suppliers whom they can agree with.

• Businesses would want suppliers who can understand what they need and provide what exactly they want.

33. Learning to speak with a human voice is not a parlor trick. It can’t be “picked up” at some tony conference.

• For companies to be able to communicate in the human voice, they need to learn how to become human.

34. To speak with a human voice, companies must share the concerns of their communities.

• In order become human, companies need to learn more about their markets. They should be more aware of their needs and wants.

35. But first, they must belong to a community.

• In order to be able to gain their human voice, companies need to establish communication with their markets.