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\n\t\tOpinions expressed by Entrepreneur contributors are their own.\t<\/p>\n
In today\u2019s environment, where so much conflicting and false information is disseminated, and online scams, data breaches and scandals are rampant, it\u2019s essential for brands to cut through the noise and establish trust within the organization, as well as with clients and stakeholders. It takes commitment to complete transparency, honesty and accountability at all times, including when things go awry or off track.\u00a0<\/p>\n
While this may seem like a no-brainer, it\u2019s anything but. It takes consistent work to build a culture of trust and radical transparency, but it\u2019s critical for collaboration across an organization and for attracting and maintaining client relationships and loyalty. It\u2019s the currency that will give you competitive leverage.<\/p>\n
Radical transparency is based on creating an open, honest workplace environment with a continuous flow of information throughout the organization. Rather than gatekeeping knowledge, the organization keeps every team member abreast of what is going on to empower them to contribute effectively to the organization\u2019s success. In other words, knowledge is power, and companies that withhold information are essentially leaving value on the table. You can\u2019t benefit from talented, experienced people if they are working in the dark.<\/p>\n
You also lose customer trust by withholding information, obfuscating or delaying transparency \u2014 eroding confidence, inviting skepticism and weakening the very relationships your business depends on.<\/p>\n
A culture that is open and transparent builds deeper trust, faster decision-making and collective intelligence that confidentiality simply can\u2019t match. It also earns loyalty from employees and customers alike.\u00a0<\/p>\n
Create a playbook that defines your reputation and the values behind that reputation. The playbook should include your company\u2019s mission, service quality, delivery times, contractual agreements (if this applies) and an explanation of how its brand reputation is integral to achieving these.<\/p>\n
Emphasize open communication throughout the organization and provide critical updates on project milestones, performance metrics, strategic pivots and setbacks. Employees should not feel that information is being held back or swept under the rug. They should also know how to handle any setbacks. For example, designate a spokesperson responsible for making statements when an issue or crisis arises. Ensure that this person is prepared so as not to improvise the messaging.\u00a0<\/p>\n
Encourage feedback and shared decision-making by a wider circle of people with differing opinions, who can consider different strategies.\u00a0<\/p>\n
Make accountability a priority. If the company or an employee (C-suite or others) is responsible for a misstep, ensure your policy includes statements that are not obscured by excuses or diversions.\u00a0<\/p>\n
Implement media and digital monitoring protocols so you know and understand what is being said and can address issues quickly, respond with clarity and protect your brand\u2019s reputation before concerns escalate. Even if all the details have yet to unfold, it\u2019s critical that you get ahead of what is happening before speculation takes over.<\/p>\n
Learn from any mistakes and figure out how you, as an organization, can do better. Take immediate corrective actions.\u00a0<\/p>\n
It\u2019s easy to be transparent when everything is going well or even after the fact, when a project is done, a product is launched or a company is acquired. The hard part is being upfront and sharing what is going on. For example, a company announces that a new product will be coming out by a certain date. But there are issues, and the product won\u2019t be available for some time. The company decides to either deflect or remain silent rather than openly discuss the reasons for the delay.<\/p>\n
The deflection or secrecy ends up causing confusion among employees and rumors in the market. And inevitably, when the real reasons are revealed, there is mistrust \u2014 not only by the staff who were kept in the dark, but also in the brand and ultimately in the new product launch. Employees feel betrayed by leaders\u2019 lack of transparency. Customers who would understand that there can be issues also feel misled. Therefore, tell it like it is. Everyone will have much more respect for the organization, knowing they can trust the messaging.<\/p>\n
The same applies during an acquisition. There are always changes when a company is acquired; claiming otherwise is disingenuous. Personnel changes, department shifts and updates to vendor payments and return policies occur, for instance. Explain these changes to employees and customers and the reasons behind them. If your employees are not aware of the new plans until they are underway, this can cause mistrust, anger and even retaliation. Customers become unsure if the brand and the people behind it are reliable, resulting in reputation damage.<\/p>\n
Radical transparency is your ally; it\u2019s what creates brand advocacy and loyalty among your customers, employees, vendors and other stakeholders. Your word and that of leadership carry weight, build credibility and become the foundation others rely on.<\/p>\n<\/p><\/div>\n
In today\u2019s environment, where so much conflicting and false information is disseminated, and online scams, data breaches and scandals are rampant, it\u2019s essential for brands to cut through the noise and establish trust within the organization, as well as with clients and stakeholders. It takes commitment to complete transparency, honesty and accountability at all times, including when things go awry or off track.\u00a0<\/p>\n
While this may seem like a no-brainer, it\u2019s anything but. It takes consistent work to build a culture of trust and radical transparency, but it\u2019s critical for collaboration across an organization and for attracting and maintaining client relationships and loyalty. It\u2019s the currency that will give you competitive leverage.<\/p>\n
Radical transparency is based on creating an open, honest workplace environment with a continuous flow of information throughout the organization. Rather than gatekeeping knowledge, the organization keeps every team member abreast of what is going on to empower them to contribute effectively to the organization\u2019s success. In other words, knowledge is power, and companies that withhold information are essentially leaving value on the table. You can\u2019t benefit from talented, experienced people if they are working in the dark.<\/p>\n<\/p><\/div>\n