38. Human communities are based on discourse—on human speech about human concerns.

The same old traditional companies who do not apply changes within their walls are talking to their customers with gibberish which they can only understand. They would not want their customers or markets to understand what they are saying because the product or service given is not of great quality. They would just produce and make products or give out services to people without even minding the quality of their work. They are not aiming for quality because their mindset is on income, profits, and money. Cash makes the world go around for these companies. They are absorbed into the mindset to gain more and give less to their customers and markets.

What they should do is to learn how to communicate with their customers. They need this communication because it would be the gateway for them to know about the customers’ thoughts and suggestions about the product and service given out. The conversation between company and customers are an integral part of the success of the business. It is vital for the company because not only they can know the thoughts and ideas of their customers but they will also gain friends from the customers who gains trust due to their communication process. The loyalty of the customers would be settled to them which will give them advantage compared to others.

If they would want this change, companies should first understand and learn human speech for them to be successful in communicating and conversing with their beloved customers. They should learn this because the speech that they know which gibberish is for the customers is no good at all.