Halligan points out that the Internet has created an entirely new, empowered consumer, and that there's no fooling them. "Everything is being Yelpified" he says, referring to the way crowd-sourced information has become critical for business and demands a certain base level of transparency. "I understand that many companies resist change, but it's adapt or become extinct." he adds. And this approach confers benefits beyond customer acquisition. Halligan believes a focus on transparency ultimately leads to better internal decision-making and creates companies that are more appealing places for people to build their careers.