Your company’s blog is your greatest tool in achieving transparency. As well as taking a buyer persona-orientated, problem-solving approach to blogging, you can regularly blog around developments and events in your own business.

Crucially, you need to avoid the ‘me me me’ attitude endemic to most business blogs. Potential customers are unlikely to care about your latest intern, or the small-time award you were almost a runner-up for; but they will care about your culture, values and beliefs.

For a great example of a transparent blog in action (and a hugely successful one at that), we need look no further than SaaS darlings Buffer. Their awesome Open blog covers their experiences and beliefs towards hiring, growth and personal development; without once sounding arrogant or self-aggrandizing.