Startup software businesses (and brand new SaaS products) have a unique edge over established corporate giants: it’s much easier to be transparent about their business practices.

Being honest about your company culture, business model and personal beliefs makes it far easier to attract the right types of visitors, customers and employees.

Each of these crucial shareholders is, to some extent, invested in your business. Transparency is a way of acknowledging that relationship, and highlighting the core morals and beliefs that drive your company. It attracts people that share the same mindset; and creates a life-long loyal relationship in the process.