Monday, July 20, 2009 6:00 AM
In praise of non-transparency
Harvey Schachter
In an Internet world and at a time when cynicism about business is high, companies are continually urged to be transparent. But marketing guru Seth Godin is dubious. He questions whether Apple would become a more profitable or exciting company if it shared its ideas and plans with the world, or if main honcho Steve Jobs was more candid about his health issues. Mr. Godin doubts we want to read the script for the forthcoming Star Trek sequel now, a year before filming begins.
“Does a magician put on a better show if you know how his tricks are done? Do you want to see how your dinner was made, farm to plate? Really?” he asks on his blog.
He views transparency not as a moral right but as a business tactic. If you run around acting like the things you do will never be seen in public, you likely will get busted. At the same time, marketers tell a story, which is like putting on a show. “If you can use the tools of transparency to tell that story better, do it! But if your audience will enjoy the story more (and your business will be more likely to succeed) if you apply some misdirection and magic, then why not?” he concludes.
