Communicate with not at consumers. This one sounds so easy, yet we fall back on the old, monolithic, “top down” communication model too often. Again, the new consumer demands that we not only be transparent with them, but that they have the opportunity to instantly offer their input on our business. We have to show them that we’re willing to listen. Today’s connected consumers have zero patience for one-way communications. The good news for communication planners is that tools to make two-way interaction easier are abundant. Seeking feedback has always been a part of good communication plans—but now we can enable product reviews in real time, we can help customers organize user groups to gain even deeper insights, and more.