Web 2 is just the beginning.

I was sorting through the EDNA groups posts on my email and came
across a few themes to share. One comes via Leigh Blackall http://
learnonline.wordpress.com/2007/01/20/market-to-conversation-or-
conversation-to-market/ which in turn led to cluetrain http://
cluetrain.com/ . I hadn't read this before but it details, I guess,
the nature of organisations that are going to be more successful in
their marketing and their market place. Amongst the many points listed
are gems like "There are no secrets. The networked market knows more
than companies do about their own products. And whether the news is
good or bad, they tell everyone." and "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." I think the key idea
here is that it is not just learning communities that are utilising
the expanded capability the net now provides but also business and
consumers of all kinds are doing the same, it is the new environment.
Who amongst you still uses a Super 8 camera, a typewriter, a cassette
recorder, leaded petrol, or a black and white tele? They were replaced
with CD players, computers, unleaded petrol and wide screen
television. It was inevitable. Does anyone think there is still a mass
market for typewriters? Does anyone think that the nature of
communication now provided by the Internet will go back to the way it
was in 1960, 1970, 1980, 1990,or 2000? It wont.
Things have changed.