"- Are we willing to not just listen, but to respond and adapt based on the back and forth?
– Are we willing to become active participants – not just in our channels but in the other channels and spaces as well?
– Are we willing to change the focus from being on our company to being about everybody – us, them and the entire community?
– Are we willing to be participants with just as much fervour and passion when it's not good for us, but good for the community or the industry as a whole?
– Are we willing to be open?
– Are we willing to be really, really open and transparent?"