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Thought experiment: It’s easier to be successful when you think of your business as a dialogue, rather than property.

I’ve been saying this for years: That all evolutions in marketing are evolutions of language.
In Cluetrain parlance, “Markets Are Conversations”. People talking to each other, metaphorically or otherwise.

When markets change, the conversation changes. People who change the market, change the way the market speaks to people.

Ergo, language changes. Language evolves, and so does the market.

People who want to change the market they’re in (in their favor) should think about this… how does your product “talk” to the market, how is the “voice” different from your competition?


[Originally sent out in the newsletter etc.]



  1. […] is the latest in the series of cartoons by Hugh MacLeod as featured on his blog GapingVoid. While I totally agree with his point on how conversations change when the markets change, I want […]

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Hugh MacLeod is a genius.  Genius.

Seth Godin
Best Selling Author

His work acknowledges the absurdity of workaday life, while also encouraging employees to respond with passion, creativity, and non-conformity...   MacLeod’s work is undeniably an improvement over the office schlock of yore. At its best, it’s more honest, and more cognizant of the entrepreneurial psyche, while still retaining some idealism.

The New Republic
Lydia Depillis

Last year my State of the College address was 76 slides loaded with data. This year it was 14 cartoons that were substantially more memorable.

Len Schlesinger
Former President, Babson College

"There are only two daily newsletters that I look forward to opening and reading every time they show up to my inbox: Seth Godin's and gapingvoid."

Tony Hsieh
CEO, Zappos

In moments of indecision I glance at the wall [to Hugh's work] for guidance.

Brian Clark
  • Seth Godin
  • The New Republic
  • Len Schlesinger
  • Tony Hsieh
  • Brian Clark