How OPEN Cycle communicates relentless simplicity to customers

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OPEN Cycle, a company building an extremely lightweight and strong mountain bike, was founded in 2011 as a completely open company taking advantage of the new communication tools that I frequently write and speak about. As a brand-new company, the founders were able to create an organization completely around their vision of the company’s character and then set a goal to communicate that directly to the marketplace.

OPEN’s greatest assets are the fantastic engineering that goes into creating the best mountain bikes in the world, and the stories they convey to their customers about the bikes and the company they created. Everything they do is shared with customers, retailers, and vendors on social networks and via email in real time—it helps them build better products, keep existing customers happy, and grow their business.