So is "transparency" just another fad or is it a movement your small business should act on?
Trust is important. Really important. In fact, without it, you're going to have to kiss your customer's goodbye. And I'm not exaggerating. In the age of the internet, if you don't have a customer's trust, they can easily hop on their phone and within 15 seconds have all the information of one of your competitors. It pays to get the customer on your side and do everything to win them over.
But with trust, you can even make a mistake or two and be okay, they won't hate you if you're open about it. But you have to be open, or "transparent." You get behind schedule? Tell them about the mistake honestly and apologize. Be "transparent." Your customer asks about your timetable or about how you run your business or something similar, just give them an honest answer, don't beat around the bush. Be "transparent."
In many ways, the transparent movement is making honest business practices like the ones Advantage and thousands of other small businesses common practice.
When you're a transparent business, you take care of your customer. And if you're a transparent business, your customers will take care of you.