4 The Conversation Company into the boardroom, so that the CEO can hear about (and learn from) the customer's story at first hand. By bringing everyone in your company closer to the customer, you can optimize your conversation potential. The more people in your company are plugged into the outside world, the better you will be able fully to exploit your con- versation potential. Your mission: the Conversation Company Take a good look at the world. In recent times it has undergone huge structural changes. Just a few short years ago there was no such thing as Twitter, Facebook had only a couple of million users, YouTube was just a pipedream and mobile internet was still in its infancy. In the last five years or so, this has all changed ­ and so has the behaviour of the people who use these new tools. These radical changes mean that it is necessary to reinvent our companies. In this