So having watched the industry grapple with the participatory, user-led, web 2.0 nature of the internet for awhile now, I have been heartened by a few positive themes that have emerged over recent years.

While many marketers want the kind of success that can be had with user-generated content and/or a successful viral campaign, they struggle with how to do that without losing control over their brand.

However, the savvy ones have decided to embrace a policy of brand transparency and experienced a moment similar to a stage dive, throwing yourself on the mercy of the mosh pit, and praying that you’ll end up crowd surfing rather than flat on your face on the floor. But now there are many stories of brands who have managed to engage their audience in a dialogue that has actually contributed to the success of the brand.

This dynamic also has marketers realizing the need for brand authenticity and to not try to be something that they’re not. Even the entertainment world, who has been quick to tap into user-generated content and social network communities, has had to be careful when creating “fake” blogs or site properties in support of a film. While there is certainly an opportunity to create an online experience of the entertainment property (or even expand the narrative, providing a deeper experience), even having the characters interact with social network communities, it has to be done in the right way. Audiences are willing to suspend their beliefs online in the same way that they do in-theater, but not if they ever feel tricked or lied to.

So all that said, it was especially great to join TBG and see that these very same principles were at the core of every discipline within the agency. From user-centered design, to a user experience strategy, to agile development methodologies—all of these involve the user in the beginning, listen to them and adapt accordingly. While it might make for a different process than a client is normally used to, it’s definitely much better than the unknown predicaments of a stage dive, and pretty much ensures that by launch you’ll be crowd surfing like the best of ‘em.