We believe a business that operates without a comment box, operates broken. That is, a business that fails to open up to the riches it could share in through the feedback loops, real-time co-creation and wikifixing of the power of the network is a business that is in peril - at risk of being disrupted and defeated by those that are. Next to those from the self-organised, open future, it is broken. 90:10 is all about fixing that.