This whole concept of transparency in marketing is hilarious to me. It seems like the buzz word to use if you want to sell books or get paid to speak.
Let’s think about this: say I work for Hummer. This would be utterly ridiculous, because everyone knows I love BMWs and Porsches and feel that driving a Hummer is the equivalent of wearing a name tag that says “asshole”. The more transparent I am, the more it comes across that I am totally miserable and probably hate your guts for wanting to pollute this lovely green Earth with your tacky Hummer. That’s not good marketing. That helps me in no way.
My ex-boyfriend and I ran an eBay Motors store that made half a million dollars profit in one year with just two people running it. Why? 1.) We (and in particular he) loved cars. We would watch every episode Top Gear and went on a vacation to the Laguna Seca race track. It was a labor of love. 2.) We wanted to make people feel happy by buying a car they loved. It felt great to sell a convertible to the women who just overcame cancer and wanted something fun. I loved giving an executive seamlessly good service so they could pick up their car and go on to something more productive. People are not stupid and they know when you care about them and when you are just trying to make a buck. Take care of them and they will take care of you.
Being transparent is worthless if you have no passion about what you do. You can come across as transparently greedy, or transparently bored, or transparently stupid. Having passion and feeling that the service you are providing will generally enrich someone’s life will make you transparent by default. Why? Because you are offering someone something that you see is good that will help them. Who wouldn’t be transparent about that?