People are hardwired to value transparency. From an evolutionary perspective, transparency has always been essential for survival. Our safety has depended upon determining whether other humans are trustworthy. Complementing this need to understand is the psychological desire to understand and be understood. Transparency is an integral part of the need for belonging, which Maslow ranked next to safety in importance.

When you first meet someone, there’s little transparency, and little trust. Over time, as your new friend shares experiences, opinions, and insights, transparency — and trust — increase.

We, as humans, like transparency. And not just in friendships. Transparency makes business sense because we like companies and brands that are ...