Mike Moran describes the theme of his most recent book, "Get It Wrong Quickly". A brilliant long time employee of IBM who recently departed to a new venture, Moran shows how markets are indeed conversations. More importantly he explains that most organizations have yet to embrace the changes they must make in how they "sell" and advertise. It isn't about getting it perfect, its about engaging in conversation. First you must attract customers to the message, not push it on them, next you need to listen to what they say, third you need to watch what they do and finally respond. A quick "ok" reply is better than a perfect response delivered too late. The key is learning as you go, which is the essence of this very interesting book. Remember markets are conversations, so to be successful in the future, organizations must adopt this modality of engagement. Its a two way street.