MANIFESTO - THIS IS WHAT WE BELIEVE

The times they are a-changin'...still. The effect the internet has had on all businesses is profound. It so futuristic, nothing is really new. Where we once had word-of-mouth, we now have social networks. The days of command and control have given way to 24/7 global distribution of all things digital. While many companies see this as a daunting challenge, we see opportunity. The opportunity is getting back to the basics. Putting it all out on the table and letting consumers, employees, shareholders and critics say what they will.

For companies to take full advantage of the opportunities that abound today, they need to think smaller, more personal and less corporate. It isn't about better corporate communications, it's about great companies having the guts to let their great people talk about, promote, challenge and redefine the company in a manner consistent with the brand.

Getting there is survival. We have all learned how to drive down the highway without reading the billboards, fast forward through the commercials, hang up on telemarketers and basically ignore mass media advertising.

What it takes now for your business is an honest recommendation and pride in being part of something greater than one's self. If your company believes it is truly great, then every day that passes without reforming relationships between people inside and out of your company is another day of lost market and mind share.

It's time to start making your web relationships resemble your people relationships. Customers don't have a relationship with your corporate headquarters; they have it with the barista, teller or bagger at the local stores - all providing reasons your customers like to interact with you.

The time is now to reform your company for modern times, you need a partner who is passionate about it, who lives there and can harness the sheer numbers of people to create relationships with your brand.

Build hundreds, no thousands, make that millions of websites that are microcosms of your company. Let people interact on the web the same way they do in real life...locally.

Do it in a way that allows people to participate in the conversation. Not just your communications department, but the person on the front lines, meeting the people or taking the calls. The people who hear the same problems over and over again. Let them create an asset for your company that will be with you long after they have moved on. Rather than issue policies prohibiting people from participating online - make it a requirement.

It's no coincidence that companies have come out of nowhere to have extraordinary value and similar valuations. When websites can challenge media conglomerates, when newspapers and magazines are filing bankruptcy and companies that are "too big to fail" fail, it's time to pay attention and implement some of these principles to change the value of your company.

We believe that bold moves are in order and we would be honored to work with great companies to help reshape their communication strategies for the next 100 years.