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.