If you’re constantly on the lookout for things that will help get your company’s message across, you may have seen the term “transparency in marketing” pop up from time to time. The general idea is that companies and organizations are more open about themselves when dealing with prospects. For some that means being more forthcoming about mistakes and failures. If you blew it in customer service—you say so. If your product didn’t perform as well as promised—you admit it. If you’re overstocked on an item, you don’t pretend that you got a great deal that you’re “passing on to the customer”—you own up to the fact that you over-ordered.