Our third instalment in what we have learnt this year. Transparency and openess. In the social media scene it is no longer possible to hide behind a door. Brands have to be person and have opinions. The more open and candid you are the better.

By being personal you can react and evolve inline with your listeners.

This years biggest none listener was Steve Jobs and the infamous 'hold it differently' for the signal problems of the new iPhone 4