We are living in a validness economy. Shoppers have assumed responsibility for the discussion and, gratitude to the web and online media, can see with their own eyes what's genuine and what isn't. They can see when a business doesn't keep its statement, or when it's being fake and just doing and saying whatever they think buyers need. "You need blue? Of course, we've generally had faith in blue. Gracious, you need green? That is the thing that we implied, green is the thing that we accept