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@Mike - hopefully I understand what you are saying correctly. I am suggesting that radical transparency is a way of thinking about interaction and dialogue with customers - wherever they may be. We can start with customer service calls, for example. Social media is changing the way we think about service, and marketing, and doing business, it is taking it back to the bazaar or the market of old, where people actually did have conversations. That is the new environment I am talking about. Not the tools, the way of thinking. Does this help address your concern?

@Matt - "we need to think of the things we send into the world as opportunities to engage in discussion." Yes, and indeed they are. It's how we think about marketing and how we behave with each other that needs the refresh. Now, I know that there is the question of scale... we will solve that another day.

Valeria, fascinating post and great discussion. I'm intrigued with the point that Mike Ashworth makes about customers not on these platforms; how do we bridge the two worlds? It's no longer a matter of either/or. It's both with full engagement.

Green & Clean,

I don't know you but I respect all opinions, even those I disagree with. I do know Valeria and have for several years. We even had a falling out over a blog post once.

One thing Valeria is not is condescending. She is honorable, sympathetic to other's views and always truthful, and her words need to be understood in that context. This post is a reflection of her values and her high character. We might disagree with her take, but I am confident her words were not condescending nor meant to give anyone an out.

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