Richard Straub argues that 'openness' is the defining quality of 21st century globalization, contrasting it with closed-world values that emphasize bureaucracy and control. The rise of open systems, facilitated by new technologies and social networks, encourages innovation and collaboration but requires significant changes in behavior and institutional frameworks. The article highlights the necessity for businesses to adapt to this evolving landscape to thrive in an open world marked by increased individual empowerment and participatory innovation.