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.
(This post was inspired by watching Keith Ferrazzi speak last night. Good dude, powerful speaker, and genuinely good person from what I could tell.)
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tagged as letting people in, marketing vulnerability, power dynamic in marketing, power manipulation, relationship vulnerability, transparency in business, vulnerability in corporations
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