Too many customers have long felt distanced from many successful brands, seeing them as closed and mysterious environments, focused only on profits and killing competitors. They may not have noticed the wave of “open businesses,” spawned by the Internet and social media. These are responding to the demands of this new world for collaboration, trust, and transparency.
In a new book by David Cushman with Jamie Burke, “The 10 Principles of Open Business,” the authors contend that many recent success stories in business, including Google, Apple, and Amazon, were built on at least one open business principle. In fact, according to McKinsey, open businesses are 50% more likely to outperform their rivals today and grow sustainable profits.
