“I’m Alex Bogusky at FearLessRevolution.com. We like to think of ourselves over here as insurgents in the new consumer revolution. I guess, in the simplest terms I’ve gone from working as a brand advocate to a consumer advocate—but I don’t really think of it as a very radical transition, because all the smartest brands have actually been transforming themselves into consumer advocates. Collaboration is the new competition, so as the control of data shifts away from sellers towards buyers, the new opportunity is to become not just a force of transparency in your business, but in your entire category.

Becoming transparent isn’t a choice. The only choice is: do you do it, or do you have it done to you? The latter has proven to be very unpleasant for brands. And please don’t make the mistake of trying to be a little bit transparent. Take the aspect of your business you feel you would least like to get PR on and make a plan to tell your customers how you hope to address the issue. And don’t forget to ask them for help along the way. Your customers are ready and anxious to join your mission if you let them in.”

Fabulous advice from iconic Creative Director, Alex Bogusky: “Becoming transparent isn’t a choice. The only choice is: do you do it or do you have it done to you? The latter has proven to be v. unpleasant for brands.”