Creating A Culture Of Transparency

When I started building my brand ecosystem publicly, everything shifted. The traditional advice says, "build it and they will come." But after studying founder brands, I've learned that most founders are stuck choosing between getting attention and maintaining integrity. Last year, I watched a brilliant entrepreneur struggle with this exact paradox. When I shared my Brand Trust Equation with her, something beautiful happened. Here's what I learned about building in public through systematic brand development: 1. Identity System Transparency Share your core messaging, positioning, and values openly. Building your identity in public creates accountability for authentic choices. Your audience connects with the journey, not just the destination. 2. Content System Broadcasting Document your strategic output across all platforms transparently. Sharing your content framework helps others while establishing your authority. Your systematic approach demonstrates professionalism and intentionality. 3. Experience System Documentation Show how people interact with your brand at every touchpoint. Building your customer journey in public creates better experiences for everyone. Your process transparency helps prospects know exactly what to expect. 4. Conversion System Sharing Reveal how attention becomes revenue in your business model. Building your funnel in public demonstrates the value of systematic thinking. Your transparent approach shows prospects the clear path forward. 5. Lighthouse Content Strategy Create cornerstone pieces that attract your ideal audience while repelling everyone else. Building your manifesto, methodology, case studies, and vision in public establishes authority. Your transparent philosophy becomes a filter for quality connections. This approach builds long-term brand equity instead of short-term attention. 6. Platform Synergy Framework Show how different platforms serve different purposes in your ecosystem. Building your multi-platform strategy in public creates strategic alignment. Other founders learn how to maximize impact across channels. This isn't just about building brands, it's about creating beautiful, systemized, and authentic businesses that serve both founders and their communities. When you build your brand ecosystem in public, you're not just attracting attention. You're building trust through the Brand Trust Equation: (Consistency × Authenticity × Value) ÷ Self-Promotion. The solution isn't choosing between integrity and attention, it's building systems that deliver both simultaneously through transparent, value-first brand development. The future belongs to those brave enough to build their brand systems in public. __ Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Curious how this could look inside your business? DM me ‘System’ and I’ll walk you through how we help clients make it happen. This is for high-commitment founders only.

✈️ 🇪🇺 « Trustworthy AI in Defence »: The European Way 🗞️The European Defence Agency’s White Paper is out! At a time when global powers are racing to develop & deploy AI-enabled defence capabilities,the European way =tech innovation + ethical responsibility, operational effectiveness + legal compliance, strategic autonomy + respect for human dignity & democratic values. 🔹AI in defence as legally compliant, ethically sound, technically robust, societally acceptable. 1 🤝🏻Principles of Trustworthiness 🔹foundational principles for trustworthy AI in defence: accountability, reliability, transparency, explainability, fairness, privacy, human oversight. Not optional but integral to the legitimacy of AI systems used by European armed forces. 2. Ethical and Legal Compliance 🔹 Europe’s commitment is to effective military capabilities but also to a rules-based international order. The EU explicitly rejects the idea that technological advancement justifies the erosion of ethical norms. 🔹 importance of ethical review mechanisms, institutional safeguards, alignment with #EU legal frameworks=a legal-ethical backbone ensuring trustworthiness is a practical requirement embedded into every phase of AI development/deployment. 3. Risk Assessment & Mitigation 🔹 EU’s precautionary principle=>rigorous & ongoing risk assessments of AI systems, incl. risks related to technical failures, misuse, bias, and unintended escalation in operational contexts. To anticipate harm before it materializes and equip systems with built-in safeguards 🔹Risk mitigation not only a technical task but an ethical &strategic imperative in high-stakes domains (targeting, threat detection, autonomous mobility). 4. 👁️Human Oversight & Control 🔹The EU rejects fully autonomous weapon systems operating without human intervention in critical functions like the use of force. The Paper calls for clear human-in-the-loop models, where operators retain oversight, intervention capability, and accountability. = safeguards democratic accountability & operational reliability, ensuring no algorithm makes life-and-death decisions. 5. Transparency and Explainability 🔹transparent #AI systems, not black-box models : decision-making processes understandable by users & traceable by designers. Key for after-action reviews, audits, & compliance. Strong stance on explainability 6. European Cooperation &Standardization 🔹Enhanced cooperation and harmonization in defence AI : shared definitions, frameworks to ensure interoperability, avoid duplication, promote a common culture of responsibility. 🔹 joint work on certification processes, training, testing environments 7. Continuous Monitoring and Evaluation 🔹ongoing monitoring, validation, recalibration of AI tools throughout their deployment. «trustworthiness must be maintained, not assumed » =The European way: lead not by imitating others’ race toward automation at any cost, but by demonstrating security, innovation, and values can go hand in hand

Five years ago today, WHO held one of the most important press conferences when Dr Tedros declared #COVID19 a public health emergency of international concern — a moment that signaled to the world that we were facing a new global health crisis. It turned out to be unlike any other.   But while scientists, health workers and governments rushed to respond to the new virus, another battle was unfolding in real-time: the fight against health misinformation.   The phenomena of health misinformation wasn’t new, but this was the first pandemic of the digital age. Suddenly, false claims spread faster than the virus itself, reaching millions before experts could correct them. Fear and confusion filled the gaps where reliable information was missing. The stakes couldn’t have been higher.   Dr Maria Van Kerkhove and I reflected recently on what WHO has been doing to prevent false health information from spreading on #SocialMedia:   1. Engaging directly with the public — through #AskWHO live Q&A sessions, press conferences, we have answered real questions in real time.   2. Working with trusted messengers — from frontline health workers and scientists to religious leaders and digital influencers, so that people could hear accurate information from voices they already relied on.   3. Partnering with tech platforms — to ensure credible health information reached more people, while slowing the spread of harmful falsehoods.   4. Expanding access to information in multiple languages — so no one was left behind in accessing clear, verified health guidance.   5. Investing in research and digital innovation — to better understand the ways in which people consume digital content the best and adapt our strategies in real-time.   What we’ve learned about trust:   - Trust isn’t built in a crisis — it must be nurtured before, during, and after emergencies.   - People trust people — authentic, relatable messengers make the biggest impact.   - Transparency matters — being open about what we know, what we don’t, and how we’re learning builds credibility.   One thing is clear: the fight against misinformation is not over. Building and maintaining trust in public health is an ongoing effort — one that requires the commitment of governments, civil society, media, and the industry every single day.   Because trust isn’t a given, it’s earned.

The first rule I was taught in business? Something that came back to haunt me. Let me explain. Growing up, I was told: Keep business information close to the chest. The belief was: If employees knew too much… revenue, challenges, what’s really going on… they might use it against you. That’s the mindset I saw modeled. So at first, I followed it. The result? ❌ Team members felt like outsiders, not owners ❌ Trust eroded each time something surfaced indirectly ❌ Morale dropped (it’s hard to stay motivated when you don’t know what you’re working toward) ❌ It slowed us down (more questions, more confusion) ❌ It created silos (departments focused on surviving, not collaborating) I knew something was broken, but didn’t know how to fix it. Until… a hero came along. I hired Sean to replace me as CEO. And one of his first decisions was something I was feeling in my heart all along. That we need to lead with transparency. So we did a full 180. Now, once a quarter, we host an all-hands meeting where we share everything… no sugarcoating. ✔️ Revenue growth (or decline) ✔️ Viewer stats and content performance ✔️ What’s working ✔️ What’s broken ✔️ New bets we’re making (and the ones we’re letting go of) Yesterday, we opened the books and laid it all out for nearly 100 team members in person and 100+ tuning in remotely. The wins, the losses, all of it. The new result? Transparency has done something that secrecy never could: It’s built trust. Ownership. Alignment. What I’ve come to learn is, when everyone knows the scoreboard: They don’t just clock in… they lean in. The old way was fear-based. This way? It’s mission-based. And in today’s world, that makes all the difference.

12 Ways to Build Trust When Nobody Believes You Trust isn't won by being perfect. It's won by being real. Here's how smart leaders build it: 1. Never pretend to know everything. Say "we don't know yet" instead of faking certainty. Smart leaders admit gaps in knowledge and share updates as they learn. "We're still learning" builds more trust than "the science is settled." 2. Show your work, not just conclusions. Don't just announce decisions. Share the debate, data, and trade-offs that led there. "Transparency isn't weakness — it's leadership." 3. Drop the corporate robot speak. Nobody trusts a press release. Speak like a human who cares. Say "we messed up" not "inconsistencies were identified." "If lawyers love your message, the public won't." 4. Embrace emotion, don't dismiss it. Validated feelings build bridges. Start with "We hear you" before jumping to facts. "Empathy isn't soft — it's strategic." 5. Own changes before rumors do. Don't hide policy shifts. Explain them fast and loud. Context kills conspiracy theories. "People don't hate changes. They hate being confused." 6. Make risks relatable. "0.000043% chance" means nothing. "100x safer than aspirin" clicks instantly. "Data without context is just noise." 7. Face the public heat. Town halls forge credibility. Let people vent. Answer honestly. "Trust is earned in sunlight, not shadow." 8. Open your books. Share sources, math, and methods. Let people fact-check you. Transparency beats PR every time. "If you're not willing to be audited, you can't be trusted." 9. Admit failures first. Beat the watchdogs to it. Own mistakes before they own you. "People forgive errors. They punish coverups." 10. Bring critics inside. Include opposing views early. Prevention beats damage control. "Diversity isn't politics — it's protection against blindness." 11. Explain the 'no' pile. Show what you rejected and why. Make people part of the process. "Explaining 'why not' matters as much as 'why.'" 12. Teach bullshit detection. Don't just fact-check. Show how to spot lies. Give people your tools. "The best defense against lies is teaching truth." Smart leaders know: Trust is earned through radical honesty. Even when it hurts. Which of these would rebuild your trust? Share your thoughts 👇 ♻️ Repost if this resonated with you!

Trust isn’t built through perfection. It’s built through authenticity, vulnerability, and humility. In the best teams, people don’t need to have all the answers. They need to show up honestly, ask good questions, and stay open to learning. That kind of culture only works when leaders model it from the top. When they don’t, it creates distance. People start managing impressions instead of solving problems. Energy gets spent on appearances instead of outcomes. I once worked for a boss who really wanted to be a great leader, but never quite showed up fully. He said all the right things about collaboration, strategy, and innovation, but there was always a filter. Something about him felt slick. I remember inviting him to an offsite about our product roadmap. It was an early-stage, messy kind of conversation: technical debates, half-formed ideas, back-and-forth about what might work. Inviting him was a bit of a risk, given what I’d observed. He sat in, but you could tell he was uncomfortable. He wasn’t used to that level of transparency. He was used to polished slides and confident answers, not the raw process of figuring things out together or dealing with uncertainty. That moment stuck with me. I realized he maintained trust by appearing right and in control. He saw our openness to uncertainty as a weakness, when in reality, it was how we built great products and strong teams. That’s when it clicked: I couldn’t work for someone who equated vulnerability with incompetence. Real trust requires showing up as a human. And if you can’t do that, no amount of talk will prove you are qualified.

"Can you explain this gap in your resume?" Career gaps are NOT a character flaw. In fact, quite the opposite. A career gap can indicate someone who is: ✅ Clear on their priorities ✅ Confident enough to make tough choices ✅ Mature and responsible When my youngest was 3, he had severe asthma (Level 4) which meant that he was hospitalized nearly weekly. My life was a series of doctor's appointments, caring for my older child, and working a full-time job that required travel. I was beyond fortunate that my direct supervisor and my employer told me to do whatever was needed to care for him. Without that grace, I surely would have had to quit my job and it would have been the right decision. As a result, I learned how to: ↳ Set boundaries and manage my time better ↳ Work strategically and efficiently ↳ Delegate and train others But not everyone has that luxury. I recently worked with a client who left a job to care for her aging mother. I discovered that when she got a question about the gap, she was trying to hide it. She's not alone. Most people make these critical mistakes when addressing resume gaps: ❌ Apologizing excessively ❌ Providing too many personal details ❌ Sounding defensive or unprepared ❌ Focusing on the gap instead of their value ❌ Making up elaborate explanations Here's how successful candidates handle gaps with confidence: 1️⃣ Own your story without apology ↳ Be matter-of-fact about what happened 💡Why? Confidence signals that you view your path as valid and valuable. 2️⃣ Focus on growth during the gap ↳ Highlight skills developed, relevant volunteer work, courses, or projects 💡Why? Employers see that you're proactive and committed to growth. 3️⃣ Redirect to your strengths ↳ Quickly pivot to why you're perfect for this role 💡Why? The interview is about your fit, not your past. 4️⃣ Prepare a concise explanation ↳ Practice a response that feels natural with only relevant details 💡Why? Being prepared eliminates anxiety and helps you respond thoughtfully. 5️⃣ Address it proactively when appropriate ↳ Bringing it up first allows you to own the story Gaps happen because of parenting decisions, health issues, caregiving responsibilities, layoffs, career pivots, and countless other valid reasons. What matters most is not the gap itself but how you've grown from it and why you're the right person for the job NOW. ♻️ Repost to help others navigate their job search with confidence 🔔 Follow Sarah Baker Andrus for more career and job search advice 📌DM me if you'd like to discuss your personal situation or get support

"The truth is incontrovertible. Malice may attack it, ignorance may deride it, but in the end, there it is." - Winston Churchill Cyber breaches happen, but misleading your investors? That’s where it really gets costly. The U.S. Securities and Exchange Commission has just penalized @unisys corpUnisys, Avaya Avaya, Check Point Software, and Mimecast millions for downplaying the extent of the SolarWinds hack. Instead of being upfront, they framed their cyber risks as "hypothetical" when the reality was much more serious. Under the Securities Act of 1933 and the Securities Exchange Act of 1934, public companies must disclose material information about cybersecurity risks. However, determining what’s “material” can be challenging. Companies often balance transparency against protecting sensitive data or avoiding premature disclosures. The lesson? Transparency in cybersecurity isn’t optional, it’s mandatory. Establishing solid disclosure practices is essential, unless SEC fines and going out of business falls within your risk appetite, which I doubt 😜 . Misleading or downplaying incidents can lead to hefty financial and reputational damages. Want to stay out of SEC crosshairs? Be transparent and keep investors informed. In the age of data breaches, transparency is your best defense against legal consequences and reputational harm. #CISO #SEC #Cybersecurity #Transparency #RiskManagement #DataBreach #Compliance

𝗧𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝗰𝘆 𝗶𝘀𝗻’𝘁 𝗷𝘂𝘀𝘁 𝗮 𝗯𝘂𝘇𝘇𝘄𝗼𝗿𝗱. To me, it’s the foundation of trust, connection, and growth. I’ve learned this the hard way. In moments when I held back, thinking it would “protect” my team, I saw confusion and disengagement take root. But when I leaned into honesty – even when the truth was uncomfortable – I saw something incredible: stronger bonds, deeper commitment, and a team that felt truly empowered. Transparency isn’t about having all the answers; it’s about having the courage to share what you know, where you’re headed, and why it matters. 𝗛𝗲𝗿𝗲’𝘀 𝗵𝗼𝘄 𝗜’𝘃𝗲 𝘀𝗲𝗲𝗻 𝘁𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝗰𝘆 𝘁𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺 𝘁𝗲𝗮𝗺 𝗱𝘆𝗻𝗮𝗺𝗶𝗰𝘀: 1️⃣ 𝗦𝗲𝘁 𝗰𝗹𝗲𝗮𝗿 𝗴𝗼𝗮𝗹𝘀 𝗮𝗻𝗱 𝗲𝘅𝗽𝗲𝗰𝘁𝗮𝘁𝗶𝗼𝗻𝘀: Ambiguity is the enemy of motivation. When your team knows exactly what success looks like and why it matters, they’ll rise to the challenge. 2️⃣ 𝗦𝗵𝗮𝗿𝗲 𝘁𝗵𝗲 𝗯𝗶𝗴 𝗽𝗶𝗰𝘁𝘂𝗿𝗲: People thrive when they understand how their work contributes to the mission. Don’t just focus on tasks – connect them to purpose. 3️⃣ 𝗘𝗻𝗰𝗼𝘂𝗿𝗮𝗴𝗲 𝗼𝗽𝗲𝗻 𝗱𝗶𝗮𝗹𝗼𝗴𝘂𝗲: Some of the best ideas come when you create a space where every voice feels heard. Feedback isn’t just a process – it’s a gift. 4️⃣ 𝗢𝘄𝗻 𝘁𝗵𝗲 𝘁𝗼𝘂𝗴𝗵 𝗰𝗼𝗻𝘃𝗲𝗿𝘀𝗮𝘁𝗶𝗼𝗻𝘀: Addressing challenges openly shows integrity. It’s not about being perfect; it’s about being accountable. 5️⃣ 𝗟𝗲𝘃𝗲𝗿𝗮𝗴𝗲 𝘁𝗼𝗼𝗹𝘀 𝗳𝗼𝗿 𝘃𝗶𝘀𝗶𝗯𝗶𝗹𝗶𝘁𝘆: Whether it’s dashboards, check-ins, or team updates, clarity fosters alignment – and alignment fuels performance. Transparency doesn’t mean overloading people with information. It means sharing the right insights, at the right time, in a way that builds trust and inspires action. What do you think? Is transparency embedded in the way you work or manage your teams?