Communication

"I believe companies should be as transparent as possible with information."

Okay, that's a nice platitude...but what does it really mean? It's benign-sounding enough so that it will be difficult to disagree with the statement. It's ambiguous enough that one can't really hold the speaker accountable without more specific information. Much is left up to the speaker to define the terms for themselves, ex post facto.

We're not quite at this point yet, but soon one will begin to argue that without a strong, fully diversified online presence, companies will not be doing all they can to communicate to their various constituents.

Here are several recent examples (and there are more I can share) of what I am talking about:
1. Look at what Sun Microsystems is doing
2. Look at what Toyota and Adidas are doing; even The Economist is taking note
3. Listen to what National Public Radio (NPR) had to say about it this morning

No, this isn't a plug for Second Life or it's non-virtual company, Linden Lab.

It's about being flexible enough to adjust your approach to reach your existing markets in new ways. It's about being courageous enough to let go or test firmly held opinions about "how things should be done".

That's a challenge in any world, with or without any kind of intervention - from government, the marketplace or otherwise.

What are you doing about it for your company and it's brand? What are you doing about it for you and your own brand? And how are you involving those important to your success - your customers, peers, etc. - versus just "going it alone?"