"Flexibilities implies a greater willingness on the part of the company to accommodate opposing points of view. There is no rule that says companies and customers must agree all the time. What is absolutely essential, though, is to demonstrate that the company is aware of opposing opinions, that it is listening, and having listened that is willing to reconsider its own beliefs, values, and actions"
— G. Balla in Collaboration and Co-Creation — New Platforms for Marketing and Innovation
