A co-created book is to be focussed on that over-used word conversation. I'm not sure my thoughts warrant a chapter, but here they are.
Markets should indeed be conversations.
But people don't want really conversations.
Conversations take up time and usually indicate that something is unsatisfactory.
Nor do people want to be bombarded with interruptive "ice-breakers" disguised as relationship-building.
Lines are not conversation.
What people want is to know they can have a conversation on their terms.
What people want is to know they can have a conversation whenever they choose.
What people want is to know that that conversation will be heard, appreciated and acted upon.
People want meaningful dialogues not irrelevant small-talk.