91. Our allegiance is to ourselves—our friends, our new allies and acquaintances, even our sparring partners. Companies that have no part in this world, also have no future.

            The customers and clients of companies are becoming much more advanced and knowledgeable about the world ever since the web and internet came to life. It gave them information that they can use to be intelligent and not be pushovers in the world of business and marketing. What’s interesting about this is that they had formed their own community. This community is bounded by one cause and that is the companies with their products and services. With all of the different products and services being launched and produced all over the world, people want to have some part with it. They don’t want to be left out with the things happening all over the place. Customers together with their allegiance targets to gain information from the companies that produce different kinds of products and services. They want to know something about them because they are interested the things happening behind the scenes. They want to have an idea who’s working on what. They want to gain access to the things that are related to the products and services that they are purchasing. Besides, they have the right to know what the things are being putted into the things that they are purchasing and using.

            The companies should not be inquisitive about the communication that they are having with their customers. All they need to know is that they are being true to the people who are always buying their products and services. They just need to be open and transparent and let the ideas and suggestions come in for the improvement of their company as a whole.