Why Showing Your Work Matters More Than Ever

Transparency is the root system that makes trust grow strong and resilient. Without transparency, trust is like a tree without roots—shaky and likely to fall when tested. 

This idea of transparency as the foundation of trust was front and center on Talking Too Loud when I sat down with Phill Agnew, host of The Nudge. Phill shared powerful insights about how showing the effort behind our work builds credibility and deepens trust.

One example Phill shared hit home: Harvard research found that people actually enjoy a meal more when they can see the chef preparing it. It’s simple but powerful. When people see the care and craft that goes into something, they value it more. And for us as marketers, showing our process is one of the best ways to cultivate a lasting sense of trust with our customers.

Here’s why this matters for businesses trying to stand out:

1. Transparency Builds Trust
   Showing the process isn’t just about proving hard work. It’s a way to build connection and credibility. When people see what goes into creating a product or service, they’re more likely to believe in it—and stick with it long-term. Phill talked about a study in real estate where agents told clients, “I spent hours researching these properties just for you.” Clients valued the service more and were more likely to make a purchase. This proves that revealing the care and effort behind a process doesn’t just build trust; it actively encourages customers to act.

2. Social Proof When You’re Not Yet “Popular”
   For companies without a big customer base, Phill shared a creative approach: focus on positive change rather than absolute numbers. He cited a restaurant that boosted demand for plant-based options by adding a line on the menu, “30% more people are choosing plant-based options this year.” That small tweak made diners feel part of a trend, even though the actual numbers were modest. It’s a reminder that even small signals can have a big impact, especially when they make customers feel like part of something bigger.

3. Building in Public Elevates Your Product
   Companies who build in public often see surprising benefits. For example, sharing the “making-of” journey of a new product feature—concept sketches, design debates, testing results—not only creates anticipation but gives customers a stake in the outcome. By the time you launch, your customers feel like they’ve been part of the process, and they’re more likely to rally behind the product. Phill highlighted that this approach doesn’t just build excitement; it forges a real sense of ownership among your audience.

These examples reminded me that sometimes the most effective ways to build trust with customers are the ones we don’t immediately think of when we’re focused on delivering the best product or service. It pays to slow down and think carefully about how we communicate the work that goes into what we deliver. Often, it’s those small, intentional choices—like sharing your process or emphasizing a detail that’s usually hidden—that make the biggest impact on how people perceive and connect with your brand.

So here’s a thought: What’s one specific part of your process that you can start sharing openly with your customers? Whether it’s a behind-the-scenes look at product development or sharing the research that goes into understanding customer needs, transparency could make a bigger difference than you think.