They say that as presenters don’t take your self seriously because it might cause their audience serous too that makes the conversation or discussion boring. And so sometimes it’s recommended to add some humors to the discussion to make the audience alive and enthusiastic all the time during the whole discussion.

And so what I’ve understand to this these was, Companies need to lighten up and take themselves less seriously. They need to get a sense o humor. Why? Maybe it’s because the idea of transparency seems to be taking off right now. The Cluetrain notions of these theses: “Companies need to lighten up and take themselves less seriously. They need to get a sense of humor”.        

“Some companies are great at transparency. But only when secrecy isn’t an inherent mandate”

“But maybe this idea of transparency is different from my interpretation. Maybe it means that companies are reactively honest when the market asks questions, but that doesn’t feel right. To me, transparency feels like an all-or-nothing proposition. It seems like it’s a decision to proactively initiate a discussion with a market to build trust and a relationship rather than just admitting the truth when pressured.”

“The only way to true authenticity is when it is based on an individual’s core, unique quality, a quality shared by no other. Then a business has a truly unique niche that another cannot duplicate because they will never possess the core specifics necessary. It is possible to build these intrinsic into a company by using those qualities possessed by the founders and managers of a company.”

I do believe and I do agree that in order for you to build trust and relationship to your market is true wholeheartedly and honesty answering their questions and keep going in to their conversation, because remember conversations in the market are powerful and conversation in the market are genuine.

Reference: http://blogstring.com/2007/08/15/transparency-vs-authenticity/