David Sifry's epiphany occurred when he read "The Cluetrain Manifesto", a book published in 2000 that quickly became a bible in certain Silicon Valley subcultures. Its main thesis is that "markets are conversations" among humans who use language that is "natural, open, honest, direct, funny and often shocking" and above all "unmistakably genuine", whereas companies and governments are stuck in "the humourless monotone of the mission statement, marketing brochure, and your-call-is-important-to-us busy signal." But liberation is at hand. The internet, by amplifying the genuine conversations, will make a laughing stock of all those using the monotone.
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