Before now, all the Number 10 E-Petitions site (created way back in 2006) was known for was a joke call for Jeremy Clarkson to be made PM, backed by 50,000 people.

But, after a recent re-launch, it’s now packed with petitions on the issues that really concern people – from measures to prevent future rioting to removing the ban on gay blood donors.

And there’s a really simple lesson in how they’ve done it.

The only real difference between the old version of the site and the new one is a simple commitment: that Parliament will debate any petition that reaches 100,000 signatures.

A real, quantifiable output for your efforts. Users being taken seriously and given control.

And it’s easy to see why this change would make all the difference.

When we’re faced with a fake listening exercise dressed up as a way to “get involved”, we treat it with the derision it deserves.

That’s how you end up with the Clarkson petition. People thought they were being ignored – and the Government’s response (a joke YouTube video) did nothing to counter that belief.

In contrast, when we feel empowered, when we feel there’s actually a chance of something happening as a result of our actions – we take the proposition seriously and engage with it.

But let’s not kid ourselves that this is a problem that only applies to government. Brands are every bit as guilty of promising to involve people, only to subsequently ignore them.

The marketplace is now littered with failed social media campaigns that claim to be listening exercises, but are little more than cheap PR stunts.

Companies that have pulled the plug when they find out that people won’t just say what they want to hear. 

We all know that’s not the way to do things. And, with this new E-Petitons site, we have the proof – albeit proof found in a pretty unexpected place.

Treat people with respect, take them seriously, let them know what they can expect to get in return and you’ll probably have a success on your hands.

And if you don’t, you won’t. Simple, right?