Everybody's talking about it. Conversation. 
Business Week covers it this week, in a piece written by David Armano. It's the frequent subject of Valeria Maltoni's aptly-named popular blog Conversation Agent. And it's the subject of an ambitious online collaboration called "The Conversation Age" that's being organized by Drew McLellan and Gavin Heaton, with input from 100 bloggers. (See more about it in the footnote below.)
In the 1980s and 90s, "dialogue" was a popular word in business. It got to be so overused that it became a verb, as in "Let's dialogue about it." Businesses often said they wanted a dialogue with their customers. But the venues for those dialogues were too often heavily controlled (news conferences, focus groups), slanted (focus groups) or one-way communications that eroded any real value for either party as a true sharing of information or ideas.
With the advent of the internet, email and, most recently, blogging and other social media, it has become more feasible for business to engage in a true conversation, defined by Webster as an informal talk or discussion.
Companies now have the opportunity to converse with their customers, gaining valuable feedback on products and customer service, and gathering input to help shape future marketing plans. But it can only happen if business breaks down the barrier that often inhibits the two-way communication that is conversation.
* Companies must learn to really listen.
* They must treat their customers with the respect and attention that allows and encourages true conversation.
If not, the so-called conversation will really be just another form of one-way communication. Those businesses who fail to use the new media venues to create true conversation with customers will miss out on the benefits of a major marketing breakthrough. In missing that opportunity, they risk being left in the dust.
Join "The Conversation Age," an e-book featuring submissions from 100 bloggers, all addressing the subject of "conversation" from different perspectives. In the spirit of community, proceeds from the sale of the book wiill go to Variety International, a charity dedicated to helping children around the globe. For more info, visit Drew or Gavin.