Building a long term relationship requires transparency in that relationship. We don't expect this in our politicians, but we certainly should have that expectation in business. As marketing professionals, we need to be clear about what have to offer to whom and why it will help them. If we miss the mark, we need to listen and improve. You cannot be all things to all people and should not try. But this is a process, and you will never be spot on. Or if you are, it will be fleeting, because needs and wants evolve and change over time.
But transparency ensures that you and your market will continue to work with each other. I believe playing with your cards face up is always the best policy. Unless you're running for office.