Your Customers Don’t Want Transparency

Transparency. This 4 syllable word has become one of the most over used terms by marketers. It’s gotten to the point where I cringe every time I hear the word. Transparency is the new synergy. Yes, folks, I’m serious. The problem isn’t the word transparency, it’s how we use it. It’s become a catch all band-aid for marketing speak.

As I hear it being used, I’m reminded of the scene in the movie, the Princess Bride where Inigo Montoya says “You keep using that word. I do not think it means what you think it means,” in reference to the word “inconceivable.”

To illustrate my point, do you really think your customers want to see how hot dogs are made if you are say, Hebrew National? Because, that’s what being transparent means. Tell you what, you watch this video and let me know if you think Hebrew National or any other hot dog company would want to show this to their customers in the spirit of TRANSPARENCY.

If you’ve watched the entire video, I applaud you. I worked on Hebrew National and even I got a little bit squeemish watching the vide. Still think customers want transparency? I didn’t think so

So if they don’t want transparency, what do they want? They want authenticity. That’s different than transparency. They want to know that what they are going to eat (continuing out hot dog example) is real beef and not lips. More specifically:

This graphic, not the video is what the consumer wants. They want authenticity, not transparency. Trust me, no one wants to know how a hot dog is made.

So, please stop using the word transparency incorrectly, I really don’t think it means what you think it means.

Carlos Abler

“Authenticity”. Hm. There’s an under-used word. ;P
Carlos Abler

“Authenticity”. Hm. There’s an under-used word. ;P
http://blog.michaelleis.com mleis

Well done. What they all really mean is conveying the perception of transparency, based on the audience’s own perceived needs.

Transparency has become a fear-laced buzzword to fuel cash flow in a bad economy with marketing folks afraid to lose their jobs. Sadly, this is an awful way to start any initiative with any real value.

Could go on for some time about this, but let’s just leave it at me appreciating your post, as many marketers have yet to learn what the new communications models are about — let alone the old ones.
http://blog.michaelleis.com Michael Leis

Well done. What they all really mean is conveying the perception of transparency, based on the audience’s own perceived needs.

Transparency has become a fear-laced buzzword to fuel cash flow in a bad economy with marketing folks afraid to lose their jobs. Sadly, this is an awful way to start any initiative with any real value.

Could go on for some time about this, but let’s just leave it at me appreciating your post, as many marketers have yet to learn what the new communications models are about — let alone the old ones.
JennKim

Adam – you certainly captured what goes through my mind as I hear those 4 syllables repeated over and over again by various industry practitioners and participants. It really has become a buzzword that folks throw out there without really thinking about the true definition, what it implies to marketers and the causal affect it would have with consumers and on brands.

Will be holding off on buying hotdogs – LOL.
JennKim

Adam – you certainly captured what goes through my mind as I hear those 4 syllables repeated over and over again by various industry practitioners and participants. It really has become a buzzword that folks throw out there without really thinking about the true definition, what it implies to marketers and the causal affect it would have with consumers and on brands.

Will be holding off on buying hotdogs – LOL.
http://twitter.com/uwehook Uwe Hook

I don’t think you can delink transparency from authenticity. I agree with you, nobody cares about the details of the production process. But the whole process has to be in line with the mission and vision of the company. Apple hasn’t suffered yet because of the Foxconn issue but they might at one point. Nike had to deal with child labor. You know the other examples.

Enterprises have to develop a mission and vision that all stakeholder can buy into and believe. The rest of the business is delivering on that mission/vision. Authentic. Not translucent. But transparent.