I recently had the opportunity to listen to Innocent Drinks co-founder Richard Reed, who went to great lengths to explain to a select audience why business leaders must recognise how a continual focus on the customer help keeps executives honest.

Reed was speaking at the CIO Connect annual conference that took place in London last week. There was loads of insight from speakers about the best way to deal with the increasing influence of the consumer over business technology, most of which will appear in the autumn edition of CIO Connect magazine.

But Reed had a particularly strong take on engagement. His entire organisation is focused on simple, honest communication with the customer. And when it comes to creating a social media strategy through Twitter, Reed’s advice is simple: “Talk as you would talk to your friends, but without the swearing.”

Rather than confusing customers with acronyms and double-speak, Reed encourages executives to “keep it natural”. Which I think is a pretty concise summary for how businesses should approach all forms of communication.