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Today we're talking about why traditional business opacity is failing modern consumers and how smart brands are turning radical transparency into their competitive edge - without complex marketing strategies.

Last Wednesday morning, I found myself at my local coffee shop, braving the pre-Thanksgiving chaos (where the line was longer than my holiday shopping list). 

As I waited for my pour-over to finish brewing, I wandered over to the retail shelf. Amid the rows of colorful bags, one stood out: Onyx Coffee. 

Its bold packaging caught my eye, but it was the detailed breakdown of costs on the back—farm payment, shipping, roasting, and profit margin—that really stopped me in my tracks.

Onyx wasn’t just selling coffee; they were selling trust. 

They had nothing to hide, and somehow, that made the $22 bag feel like a steal — though my wallet still did a double-take.

It got me thinking: Could B2B brands learn a thing or two from this kind of radical transparency?

Turns out, they can.

Why transparency resonates

We’ve entered an era where consumers demand more than just a product; they want to know the story behind it. 

Transparency isn't just a buzzword; it's a trust-building strategy, and let's face it, in a world where even your toaster has a privacy policy, it's reshaping how brands connect with customers.

Similarly, Onyx Coffee takes transparency to the next level by pulling back the curtain on their entire supply chain. 

Each bag lists exactly how much they paid farmers, how much went toward logistics, and what their own profit margin is. It’s not just ethical; it’s bold. 

They’re inviting customers to hold them accountable, and in return, they earn fierce loyalty.

But it’s not just consumer-facing brands that can leverage transparency.

Bringing transparency into B2B marketing

B2B brands often operate in a shroud of complexity, leaving customers to navigate unclear pricing, hidden fees, or vague promises of value. 

But what if transparency became a competitive advantage instead?

Imagine a SaaS company publishing a detailed breakdown of its subscription costs: development, support, infrastructure, product or feature roadmap and profit margin. 

Yes, it’s unconventional. But it could make customers feel like partners rather than transactions.

Or consider a manufacturing business that provides a real-time dashboard showing how customer orders progress through their production line. 

Transparency here isn’t just about price; it’s about visibility and accountability.

➡️ Here’s the challenge: What if your brand stopped trying to obscure its value and started openly sharing it?

Another example: Buffer's transparent workplace and pricing

Buffer, a social media management platform, has built its entire brand around transparency. 

They openly share their salary formulas, revenue figures, pricing and even the breakdown of how subscription fees are spent. 

Their pricing page is refreshingly straightforward, showing not only the cost tiers but also what customers can expect at each level, without any hidden fees or gimmicks.

Buffer’s radical transparency extends beyond numbers; they also share challenges, failures, and lessons learned in their blog. 

This openness doesn’t just humanize their brand—it builds immense trust with their customers.

For B2B brands, this approach provides a blueprint. 

Transparency doesn’t have to stop at pricing; it can extend into company culture, processes, and the customer journey. 

When your clients feel like they’re part of the conversation, loyalty naturally follows.

So, when brands like Buffer, Onyx, or RXBAR embrace transparency, they aren’t just selling a product. 

They’re selling trust, respect, and loyalty.

Your next move in making transparency work

Transparency isn’t about exposing every detail of your business; it’s about making choices that align with your brand’s promise and your customer’s values. 

And if you suspect you don’t know your customers well give one of my most popular articles a read - How Well Do You Really Know Your Customers.

For B2B brands, this might mean simplifying complex pricing models, sharing insights into production costs, or giving customers real-time access to project progress.

The cost of clarity might feel high at first—revealing your margins, admitting your limitations, or even risking that some customers won’t like what they see. 

But the loyalty and trust it builds are priceless.

As I walked out of the coffee shop that day with a bag of Onyx Coffee in hand, I couldn’t help but think: if a coffee brand can turn transparency into a superpower, what’s stopping the rest of us?

So, here’s your challenge for the week: What’s one area of your business where you could be radically transparent—and how might it transform the way your customers see you?

Until next time, keep swimming against the current!