Here's the quote from "Cluetrain Manifesto: The End of Business as Usual" that I think applies to what Max has developed here:

"Instead, the future business of businesses that have a future will be about subtle differences, not wholesale conformity; about diversity, not homogeneity; about breaking rules, not enforcing them; about pushing the envelope, not punching the clock; about invitation, not protection; about doing it first, not doing it 'right'; about making it better, not making it perfect; about thelling the truth, not spinning bigger lies; about turning people on, not 'packaging' them; and perhaps above all, about building convivial communities and knowledge ecologies, not leveraging demographic sectors."

ww