Ill Communication

This week, Beastie Boys founding member Adam Yauch, better known as MCA, announced via YouTube that the band will be cancelling some upcoming tour dates because he is being treated for a cancerous tumour in his salivary gland.

Talk about the sharing of the human experience.

In addition to incredible courage and unrelenting good humour in the face of some pretty tough days ahead, Yauch's announcement has something to teach us all about authenticity and transparency -- keys to surviving and thriving in this new media world.

 And, well, you can't front on that.