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Transparency is one hell of an aphrodisiac. Although, you have to get used to the over-sharing of every single aspect of your life, random strangers knowing what projects you are working on, and people constantly challenging your views/outlook. Here’s the problem (or lack of one depending on how you look at it): I love it.
By sharing myself with the readers of this blog both here and on my Twitter stream, I truly am able to gain a handle and contemplate lots of ideas that I couldn’t tackle on my own. The learning that you have helped me with here is incredible and I truly could not have gotten the opportunities, ideas and success that I have garnered without your input. (In other words…thanks guys!)
Why is this sort of vulnerability valuable? It immediately puts people at ease. They are suddenly in a position of power because they know some of your weaknesses. But they are now far more likely to share their own vulnerabilities. Thus establishing a closer bond/relationship (and not giving either an upper hand in the power dynamic).
Relationships are built on vulnerabilities and sharing yourself with another person. How does this relate to marketing/PR though?
Marketing is essentially the practice of exploiting vulnerabilities to sell products. (Wow, we kind of seem like jerks when it is described that way. I promise you we actually aren’t.) Marketing/PR and relationships are just as interconnected as sales and relationships (if not more so). In order to break through and truly establish a rapport with a demographic…you need to show your flaws.
Now how does this apply for an actual brand? Be honest. Describe your journey and let others into your dialogue and thought process behind the scenes at your company. Hold yourself accountable for your actions as a company and ask for your community/customer’s input. By doing this you will find that most people are more then willing to help revitalize your brand. Very few people actually want to see good people fail. They only want bad companies and non-transparent people to fail. Learn this and enjoy the accolades, successes, and inevitable wins that come with this mind set.
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Comments
07.17.09
Agree with your sharing point, but don't agree at all with vulnerabilities. Relationships are built on exchanging of value...you have a need for a service, I provide the service, you pay me for the service. I think relationships among people are built this way; you provide me emotional support and companionship and I return the same. We should ADMIT to our flaws and vulnerabilities, which could in turn endear us to our partners or allow for further exchanging, but it's a small component of the overall connection.
07.17.09
I always find that the bloggers I find the most affinity with are the ones that are honest, admit their flaws and can be completely transparent about their life. There are of course, extremes to this situation but it's nice to find your niche and be honest.
When it comes to brands, I like to see they've made mistakes or that they tell you they're listening to their customers and actually walk the talk. You're right, transparency and vulnerability are positive attributes!
07.18.09
Vulnerability is risk of being transparent; This would a good strategy for small business or entreperneurship. (when there not enough money/worth to sue for)
What should we do when the legal dept couldn't support the company of being vulnerable?
07.19.09
Awesome post dude! There is nothing more appealing that being human and flawed, yet still having awesome ideas and a strong resolve.
DartBoston rocks. I need to link up soon.
09.28.10
The early ARPANET EX0-103 ran on the Network Control Program (NCP), implementing the host-to-host connectivity and HP0-J36 switching layers of the protocol stack, designed and first implemented HP2-E24 in December 1970 by a team called the Network Working Group (NWG) led by Steve 000-086 Crocker. To respond to the network's rapid growth as more and more locations connected, 000-833 Vinton Cerf and Robert Kahn developed the first description of the JN0-141 now widely used TCP protocols during 1973 and published a paper on the subject in JN0-342 May 1974. Use of the term "Internet" to describe a single global TCP/IP network 1z0-032 originated in December 1974 with the publication of RFC 675, the first full 1K0-002 specification of TCP that was written by Vinton Cerf, Yogen Dalal and Carl Sunshine, 117-202 then at Stanford University. During the next nine years, work proceeded HH0-110 to refine the protocols and to implement them on a wide range of operating 642-587 systems. The first TCP/IP-based wide-area network was operational by 1 January 650-251 1983 when all hosts on the ARPANET were switched over from the older NCP 642-736 protocols. In 1985, the United States' National Science Foundation (NSF) 642-972 commissioned the construction of the NSFNET, a university 56 kilobit/second network EC0-349 backbone using computers called "fuzzballs" by their inventor, David L. Mills. The HP0-J22 following year, NSF sponsored the a00-211 conversion to a higher-speed 1.5 megabit/second network. A key decision HP2-T19 to use the DARPA TCP/IP protocols was made by Dennis Jennings, then in 117-102 charge of the Supercomputer program at NSF.
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