Control isn’t possible. In part it’s because managers don’t have “the answer.” Managers can’t tell people what to do because they just don’t know. Nor do the workers. Or even the customers themselves. The answers lie in the interaction between networks and ecosystems of customers, workers and managers. This is not like an equation puzzle to be solved, or an algorithm to be applied: it’s more like unraveling a mystery or a voyage of mutual discovery. So to succeed, communications have to become much more multi-dimensional and interactive than in Traditional Management.