The document discusses embracing transparency in marketing. It provides examples of companies that were more transparent and engaged with user generated content, which led to growth. These include Yelp, which saw large growth from user reviews, and Digg before it lost control of its platform. The document also discusses how companies like Sheraton, JetBlue, and Upromise benefited from being transparent during incidents and incorporating user feedback and reviews on their sites and platforms. Marketers are encouraged to thoughtfully balance transparency, exposure to user content, and maintaining some control.