Openness is important because you don't want to be locked in behind your firewall and just wait and hope that users will come to your site. You need to reach out to them in different ways. It's important to keep in mind that:

• Separating the content, the structure and the design is more important than ever.
• Instead of creating a website, provide tools that enable users to create their own experiences.
• What we create is less about places and things and more about streams and flows.