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Buy now! We’re deep in debt and plan to file Chapter 11 before the end of the month.
Here’s an example of transparent communication. It’s admirable in its frankness — but is it good business?
Transparency, the latest buzzword in corporate communication, has its limits. But wait — is that possible? What do we mean by transparency anyway? Being a stickler when it comes to words, allow me to stickle for a few moments.
If by transparency we mean clear, then it would be OK to say, “Buy now! Sale ends tomorrow.” This statement is clear, and may even be true. But if the company in question is really filing Chapter 11, would you call this statement transparent?
Probably not, because for most people, transparency means sincerity. But now we’re in trouble, because sincerity doesn’t admit degrees. You’re either sincere or you’re not. Lying to the market is insincere. But telling partial truths is also insincere. Can we really be transparent? Should we be? Perhaps we’re better off being translucent.
Being sincere is tough. Here’s what Thomas Merton, a great spiritual writer of the 20th century, had to say about sincerity.
In the end, the problem of sincerity is a problem of love. A sincere man is not so much one who sees the truth and manifests it as he sees it, but one who loves the truth with a pure love. But truth is more than an abstraction. It lives and is embodied in men and things that are real. And the secret of sincerity is, therefore, not to be sought in a philosophical love for abstract truth but in a love for real people and real things — a love for God apprehended in the reality around us. (Thomas Merton, No Man Is an Island, 1955)
Wow! Can you imagine what the world would be like if Merton’s notion of sincerity informed and drove all business communication? I just think when we use words like transparency to describe how we communicate, we ought to use them judiciously. Transparency means sincerity, and sincerity is a tall order.
Sounding sincere and being sincere are two completely different things. Is the goal of business writing to tell the truth, or only convenient truths? Does telling the truth, the whole truth, and nothing but the truth conflict with principles of good business, and if so — is there something wrong with truth, or is there something wrong with business? I wish had some answers, but all I know is, we have to ask these questions.
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Interesting discussion of some of these words and concepts Brad. As I also enjoy stickling, how would you describe the difference between transparent and translucent?
In terms of business, I think the answer is to reveal information that your customer would need or expect to know before they did business with you. The information would change their behaviour. Their opinion of you and/or the transaction would change if they found it out after the event.
That leaves room for not sharing a whole lot of irrelevant information. The customer doesn’t want or need to know it. Doesn’t change anything.
I’m not sure about this particular example as I’m not sure what chapter 11 means. But the question to ask is – would it change your buying decision to know that? Would you feel cheated if you weren’t told, and were only informed after the event?
That’s the rule of thumb I’d use anyway. Not sure that any of the words in the strict sense of definitions would apply – nor what alternative would be a better fit.
Will be interesting to hear Andrew’s take on this
Joanna
Joanna Youngs last blog post..How To Write About Hot Issues
Brad, this post really caused me to stop and mull over these issues. You are so right that “transparent” has become the new marketing buzzword but it is not at all what we mean! In all honesty our customers don’t want transparency either. I believe that our word usage has been impacted by our distorted view of reality (reality TV appears to be “real life” but is scripted entertainment). Customers don’t want to know all of the nitty gritty details. However they do want you to withhold information that could cause them harm and they do not want to be lied to about the benefits. So in business I think the real aim is to be truthful and to convey a tone that is not cold and artificial.
Karen Swims last blog post..Your Choices Determine Your Results
Joanna, Pardon me for not explaining properly. Chapter 11 means bankruptcy. I think of transparency as being fully open and sincere. Your point about being relevant is well taken … being “transparent” about irrelevant details won’t get one very far at all. What happens when being fully open and sincere come into conflict with sales or profits? That’s what I was trying to get at with my example. I don’t have a ready answer.
Karen, Your comment about being truthful up to a point is a good definition of “translucent”. Thank you for helping me answer Joanna’s question! Tone is important. In theory someone could write in a cold and artificial style yet still be absolutely transparent. Few readers would pick up on that, though. On the other hand, a warm and genuine tone could mask deception, couldn’t it? The best con men and con women come off as totally sincere and … transparent.
Brad Shorrs last blog post..Are You Transparent or Translucent?
Brad, as a former corporate bankruptcy paralegal, I have filed many chapter 11′s in my day. More than I’d care to remember.
So if I had seen that copy, I would have laughed even harder than I did seeing it here. I don’t always go for transparent. I don’t want to know that your business sucks so badly that it’s going under; if your product was any good, you’d still be in business, right? (Not always true, but this is how the average customer would see matters, I assume.) I think there is a fine line for honestly being the best policy, in life as well as in business. If I told clients “Hire me now, because I plan to retire by the time I’m 30″ that is transparent, but how many folks would be put off by the fear that I’d be dumping them in two years?
Amy Derbys last blog post..Slammin’ Sunday: Andrea Gibson, and other poets who rock
Hi Amy, Very well stated, and confirms my suspicion that the word “transparency” is overused. A football analogy. George Halas, founder of the Chicago Bears, was a notorious tightwad. Mike Ditka, who played for him, said Halas threw nickels around like manhole covers. Maybe we should throw “transparency” around the same way when talking about communication strategy.
Brad Shorrs last blog post..Are You Transparent or Translucent?
Brad, I’m with you there. I have never told a client to try to be more transparent. I urge folks to try to sound more genuine or authentic in their writings, but transparent seems a strange word-choice to me. The lawyers I blog for would likely misinterpret in a not so cool way.
Karen, I think your reality tv analogy is a good one. People want to see what they want to see and *think* it’s real.
Amy Derbys last blog post..Slammin’ Sunday: Andrea Gibson, and other poets who rock
Interesting conversation going on here.
Had to stop and think: how do we handle “transparency?” Wait – did “authenticity” go out or is it still in?
In the marketing/PR/communications world, even when we are intentionally “transparent,” we are still selective in the images, words and messages we present.
One area to strive to make real: the customer experience. Perceptions=Reality. How to do that? Let the customers tell their own stories and then be open to receiving transparent and translucent comments.
Barbara, I hear “authenticity” quite a bit, come to think of it. Not sure exactly how people differentiate that concept from transparency. What you’re saying about two-way conversation and comments is HUGE. Do you find that when companies allow negative comments to appear on blogs or other online forums it helps them in the long run? There still seems to be a lot of reluctance among organizations to publish critical comments on a blog.
Brad Shorrs last blog post..Are You Transparent or Translucent?
As long as we’re talking keywords, I’ll pick up on “allow.”
In searching for a restaurant to go to over the weekend, I typed in the name of a famous restaurant we like. The first result? The restaurant’s name, address, etc. – and a negative comment about the food that seemed to be somehow tied into Google maps.
“Worst meal I have ever had for the money. Prime rib was fatty and tasteless.”
The great majority of the reviews were positive. How did this one wind up on top? Although this restaurant had nothing to do with allowing this comment [and yes, I am straying from your question], I think you have to expect negative comments online.
I do think that negative comments helps businesses in the long run – as long as the business is responsive both to the comments and the way they deliver service. For example, the restaurant could quote their supplier or their chef on the quality of their steaks or they could add a tagline that tells the steak story.
We tell our clients to leave comments open on their blogs, knowing that they can edit or delete them if they like. But, responding to criticism shows you are listening and that you care. Have you tried http://www.serph.com to see where your name is showing up?
Barbara Rozgonyis last blog post..wiredprworks: @AnitaBruzzese – happy monday! here’s to clear vision
Barbara, Your story is a good illustration of the fact you can’t stop conversation. That being the case, you might as well have the conversations on your blog so you can respond and discuss. Serph is interesting – thanks for the tip. How Sociable is another one I’ve been playing with – http://www.howsociable.com/
Brad Shorrs last blog post..Are You Transparent or Translucent?
Hi Brad – It’s a difficult question to answer. And I guess there’s a fine line between sincerity and stupidity in business. Whilst it’s best to be as honest with customers as possible, if we were totally sincere, we’d wind up saying things like, “You’re a complete tosser, we’re only nice to you because you spend £50k a year with us.”
Cath, It is a matter of degree, isn’t it? Despite our passion for authenticity or transparency or sincerity, or whatever we chose to call it, there’s also a place for tact. In your example, sincerity is not only impolite, it’s suicidal!
Brad Shorrs last blog post..What I Learned from My Friends about Advertising
A very interesting discussion,
Joanna, I am pleased to hear that you value my opinion on this matter, and I apologize for the delay in responding.
I concur with both Joanna and Karen about how we need not divulge information that is not relevant to the needs of the recipients of our communication. I also agree with comments above about the need for authenticity in communication.
Broadly speaking, I agree with Joanna’s approach. Generally speaking, I think it is necessary to inform key customers, suppliers or business partners of any material facts which may affect their decisions. This does not mean that you can’t put a positive ‘spin’ on your communication, but it does mean that you must not withhold key information without good cause.
Naturally, there are exceptions, for example where disclosure of certain information resulted in a breach of confidentiality, or where the information concerned is very highly sensitive in nature.
Cheers
Andrew
Andrews last blog post..Interview with Social Bridges about Corporate Social Responsibility
Andrew, Thank you for sharing your perspective. Your comment brings out how important it is for companies to invest in communication coaching for employees, especially ones who are blogging. Having done some consulting in that area, I’ve learned that people have lots of questions about confidentiality, disclosure, etc.
Brad Shorrs last blog post..Serious Blog Design Flaws
Andrew, thanks for your comment, and no need to apologise for any delay! I know you’re a regular commenter here and thought this was one you’d be interested in.
‘Materiality’ (if there’s such a word) seems like a useful test to apply. Thanks.
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