It might be in a blog post, on Twitter, or in a forum, but somebody is almost certainly poking fun at your business. A little fun at your company’s expense might sting your ego, but the blunt, raw feedback, no matter how provocative or irreverent, can expose some of the truest sentiments from your customers.

Loud, brutally honest criticism has long made companies pull 180s on big initiatives (see: Qwikster, The Gap). But what if, instead of a quiet and shameful about-face, companies openly and enthusiastically embraced the mud slung their way?

That’s what Microsoft is doing with its Internet More >