It opens with a reference to Cluetrain, then explains how the Subject to Change’s authors advise companies to focus on empathy with the user, “deep customer understanding” and stuff like that. Looks good.
I like the closing pull-quote, which points in a VRM direction:
As markets, people’s lives, and the world are becoming more complex, many of the old, easy answers to business problems are insufficient. Developing creative, agile, and experience-focused approaches will be a key business practice for small and large companies alike.
The problem is, you can perfect all approaches and practices on the sell side; but if all the responsibility for the relationship with the customer is on the seller’s side, we still have a one-sided system. The customer needs to be equipped too. That’s what VRM is about.