These workers are being told that in order to be a good worker, they need to engage with the community, they need to listen, they need to speak. They are NOT being given playbooks and stacks of messages on 3x5 cards to recite. They're being set loose to talk. Hence, every employee now is a spokesperson. This is very much in line with what the CTM is about.
Markets are conversations - literally people talking.
And businesses are conversations. Conversations are people talking. But what's interesting about them is the set of values they embody. A conversation is open- ended, creative, among equals, and requires listening as much as talking. The Web is enabling conversations on a global scale.