Two words that have been bastardized into near meaninglessness (or at least misunderstanding) by marketing drones. Thank goodness Tara Hunt, in her brand new book (just released today!) “The Whuffie Factor“, has this to say:

“Openness and transparency is a great first step, often beyond what your competitors are doing, but it is equally important to take the results of that openness – the feedback and the market research – and integrate it into your product itself. This is more difficult than opening yourself in the first place because there will be a great number of conversations to respond to.”