The Wizard of Oz is dead.
Some thoughts after a week at SXSWi.
The online business world is clearly different. Everything is so much less tangible. Obviously, you cannot pick up a product or talk to a store agent, you have to make decisions based on a sterile, silent, 2D world. Most of the older generations simple do not trust this world, and with good reason. What if you had to buy an apple only based on a picture? How awkward does that feel?
Very.
So to survive in this online marketplace one needs to become transparent. OK, buzz word bingo time, yes, I know, but hear me out.
Why transparent?
Being transparent builds trust. But remember transparent is not open. Open allows others to walk in and fuck with things. Transparent is building that trust behind a pane of glass. Letting just enough info out to the public without everyone knowing everything.
Restaurants have been doing this for years with the design of the open kitchen. Being able to look over and see the work being put into your meal, hear the noise but not really what’s said, watch the flashes of flame but not know what’s really cooking, adds energy and excitement to a certain setting.
This is transparency in our online world. This is how the trust is built.
No one likes the man behind the curtain anymore. Blogs, forums, and things like twitter have enabled the occupants of Oz to out the man behind the curtain. They are just no longer scared anymore. All you have to do is take that curtain down, add some personality but not too personal and you can maintain your privacy.
The fear of a digit imprint days are over, it is time to open up. Those are the best at it with a good product will rise to the top.