82 Doing It way, co-creation can be seen as fluid and organic. The danger here is that managers close their minds. They start to believe they already know the answer to the problem and the tone of the conversation shifts to a negat- ing of possibilities. Then there is little chance of movement; communica- tion becomes ineffective and the opportunity for creativity is inhibited. On these occasions, people stop listening, reflecting and questioning and start telling. Similarly, individual participants need to adopt a posture of open- ness. If the community or event dialogue is to be rich it has to allow for multi-dimensional points of view and a sense of continuously expanding movement and meaning; the creation of the feeling that we are discovering something new both about the world and also ourselves. When we have these conversations we can feel engaged and fulfilled and connected both to other people and the brand. The sponsoring organization enables the possibility of rich dialogue by creating a context and a positive tone to mediation, but the corporate presence should be subtle and par- ticipants should be able to take on a greater responsibility for defining the co-creation culture they are part of. For example, if we look at the way peo- ple from Danone's Activia brand community talk about their involvement, we see high levels of engagement and a sense of freedom from corporate control.