I am sick of hearing agencies talk about how they can help companies spin the same old broadcast messages but now in web 2.0. Businesses need to wake up to the fact that it’s a changed world and digital natives now require them to make fundamental structural and cultural changes — which empower many more of their employees to prepresent their brand in all the communities they naturally participate in.

What does this mean in real life? How about putting new employees through a 5 week induction program and then offering them $1,000 to quit? That sort of approach gets you much closer to having over 800 of your staff available on twitter to help customers.

I’m talking about http://www.zappos.com/about.zhtml. And if you think it’s all marketing spin — an email to the CEO last week resulted in a personal response within 3 hours and their culture book just arrived by UPS today. Impressive.