1. You want to receive attention.

2. You want to receive long-lasting attention. This is where a brand is born.

3. In order to receive long-lasting attention, you need to build trust.

4. Trust is built when relationships are formed.

5. Relationships are formed when conversations take place.

6. A true conversation is based on transparency.

7. The intrusion of money into the formula annihilates transparency.

8. Transparency is a son of authenticity.

9. The Web, compared to other types of medium, is more likely to transfer authenticity through the use of links.

10. Authenticity, transparency, and conversations are possible only when you let go of control and first trust the other.

??? This is why Cluetrain Manifesto is so wonderful even till today. The one sentence, "Markets are conversations", includes all the principles mentioned above.

(You can view the Korean version of this post here.)