Transparency And Your Reputation
- Jay Coulter, CFP®, CIMA®
- Jul 19
- 2 min read
In 1971 Ford introduced the Pinto, a compact car aimed at capturing a growing market segment in the US.
In 1977, progressive magazine Mother Jones released an article called "Pinto Madness."
It cited internal Ford documents, including the infamous "Pinto Memo," which allegedly contained a cost-benefit analysis where Ford seemingly decided it was cheaper to pay out lawsuits for burn deaths and injuries than to redesign the fuel tank.
Ford faced a serious problem as it appeared for years they kept this information hidden from the public.
When the truth came to light, the scandal severely damaged Ford’s reputation and became a lasting example of what happens when companies prioritize secrecy over transparency and safety.
This week, I had an interesting experience during a demo with a lead generation service provider.
If you are in financial services, you know the pitch -- $1M leads on your calendar for you...guaranteed.
Working with one of my clients—a large advisory firm managing $Billions in assets and a significant marketing budget...I set up an introductory call.
I expected a clear explanation of how they generate leads for advisors, the costs and expectations around results.
Instead, the "marketing professional" was unusually evasive and wouldn’t share the details of their process...it was beyond shady.
The COO I had invited on the call just left the zoom after 10 minutes because of their elusiveness in answering questions.
It was one of the strangest meetings I’ve ever had.
That experience reminded me of the Ford Pinto story and reinforced a simple but powerful truth: transparency matters.
Whether you’re building trust with clients, advisors, or partners, hiding key information—or appearing secretive—creates doubt and ruins reputations.
In marketing, as in business, people want to know what they’re investing in and how results are achieved.
When you’re open and clear, you build credibility and confidence.
When you’re not, you risk skepticism and lost opportunities.
If you want your relationships and your business to thrive, choose transparency...and integrity while you are at it!
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