In 1999, Rick Levine, Christopher Locke, Doc Searls and David Weinberger, created “El manifiesto Cluetrain: el ocaso de la empresa convencional” [The Cluetrain Manifesto: the decline of conventional enterprise] which suggest the new connections that are involved in businesses related to the market environment. This manuscript was the beginning of the age of the conversation and is fundamental reference for Web 2.0 collaborative strategies. The text comprises 95 theses on the Internet’s impact on markets, consumers and organizations. Essentially propose the conversation as a form of relationship between organizations.