Your history and legacy as a company isn’t just an asset. It might also be a liability. Consumers and employees that are more and more jaded prefer brands without tradition and history because they have nothing to hide. These companies are innocent at birth, and they have been born in a transparent world.
To go from saying, “I’ve got nothing to hide” to demonstrating that you literally have NOTHING to hide. Don’t just talk the talk, walk the walk. Put your money where your mouth is and provide clear examples of “value” and “culture”, without ambiguities and with real results.
When you consume or work, you make a positive difference --not only in the bottom line, but also in your team, your division, your company and your society. What you buy and what you do at work are literal representations of what you believe in.