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Transparency in marketing: A 12-step program

March 12, 2007
  1. We admitted we were powerless over change—that spin was no longer in.
  2. Came to believe that transparency in marketing could restore us to sanity.
  3. Made a decision to turn our will and our lives over to the community.
  4. Made a searching and fearless moral inventory of marketing budget.
  5. Blogged publicly the exact nature of our wrongs.
  6. Were entirely ready respond to the community about all these defects of character.
  7. Humbly asked our customers to blog about their experiences—pro or con.
  8. Made a list of all other marketers we had harmed because we trained them to spin the message, and became willing to make amends to them all.
  9. Made public amends to such people wherever possible, except when to do so would injure them or others.
  10. Continued to take personal inventory and when we were wrong promptly admitted it.
  11. Sought through conversation and meditation to improve our conscious contact with the community as we understood it, actively seeking input while marketing.
  12. Having had a spiritual awakening as the result of these steps, we tried to carry this message to the blogosphere, and to practice these principles in all our affairs.

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