the cluetrain manifesto

It's been awhile since I read the cluetrain manifesto. I have used it in the past in bitter arguments. (which I lost.) And I have kept in the back of my mind while I designed my website and when I built my marketing for my business. Still I find that many people and companies that I deal with are reluctant to become interactive. "That's a sales job." "We hire somebody to do that." "We'll form an alliance." All to avoid engaging in the conversation with potential markets.

What can we do with our business that will allow the conversations to begin? Rereading the Cluetrain Manifesto has another take on the whole process as does Sheena over at Small Business Blog. This is the kind of dialogue that more of us need to have.