Since early 2012, Campos had been campaigning for Medtronic to allow its patients access to the raw data that the defibrillator captures, but to no avail. This Twitter exchange, which occurred this past summer, re-ignited this debate in a very public way.
Our age’s increased transparency, is rendering it increasingly impossible companies and CEOs to live in two worlds, where you treat your customers one way and yourself another. Social media enabled Campos to not just call out Ishrak’s inconsistent behavior, but to do so in a way that looped others into this multi-way conversation. Medtronic had to shift from a “one-way” conversation where it set the terms and rules of the game and everyone else had to comply into a two-way conversation about its behaviors and values with everyday consumers.