Achieving this level of communication is hindered by the imposition of ‘command and control’ structures (thesis 54–58) but, ultimately, organizations will need to allow this level of communication to exist as the new marketplace will no longer respond to the mass-media ‘voice’ of the organization (theses 59–71) Theses seventy-two through ninety-five aim to identify the expectations (theses 76, 77, 78, 95) and changes (thesis 72) that exist within the new marketplace and how those expectations and changes will require a corresponding change from organizations (theses 79, 84, 91, 92, 94).
At opnå dette kommunikationsniveau hindres af traditionelle ​​kommandostrukturer (tese 54-58), men i sidste ende er organisationerne nødt til at tillade, at dette kommunikationsniveau eksisterer, da den nye markedsplads ikke længere reagerer på deres massekommuniktion (teserne 59-71) Formålet med teserne 72-95 er at identificere forventninger (76, 77, 78, 95) og ændringer (tese 72), der findes inden for den nye markedsplads, og hvordan disse forventninger og ændringer vil kræve en tilsvarende ændring fra organisationer (teserne 79, 84, 91, 92, 94).