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Cluetrain talks far less about what markets need that about what they are. The first thesis says —
Markets are conversations
Not markets need to be conversations. Or people need the right message. In fact, we make the point that there is no market for messages. If you want to see how little people want messages, look at the MUTE button on your TV's remote control. Sum up all marketing sentiment on the receiving end and you'll find negative demand for it.
There's nothing conversational about a message. I submit that if a message turns into a conversation, it isn't a message at all. It's a topic.
Not many people noticed (including me, until Jakob Nielsen pointed it out) that The Cluetrain Manifesto was written in first and second person plural voices, and was addressed not by marketers to markets, but by markets to marketers. It said —
if you only have time for one clue this year, this is the one to get...
"We are not seats or eyeballs or end users or consumers. We are human beings -- and our reach exceeds your grasp."
10:52:01 AM Google It! 
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