If you can't walk your talk, nobody will follow your lead or listen to what you say. There is no market for messages . In fact, there never was, but now the customer is in a position to say so. Logic and reason sit on the mental board of directors, but emotions cast the deciding votes . This is why share of heart matters more than share of market and even share of mind .
Every company needs to learn from customers and to earn their interest and loyalty.
If they don't, they'll talk to nobody and sell nothing. There is no market for secrecy . Customers rarely demand that companies keep secrets. But they always demand more information. Don't hide it.