Getting Naked

The Power of Transparency: Why “Getting Naked” is Essential in Construction

In construction, as in all business dealings, a critical factor that drives success is the relationship between the contractor and their clients. The more transparent and open these relationships are, the better the outcomes. But transparency is not just about revealing information—it’s about creating an environment where trust thrives, and both sides feel heard, valued, and understood.

One of the most compelling concepts that can elevate your customer service approach in construction is drawn from Patrick Lencioni’s book Getting Naked. The principle behind “getting naked” may sound a bit unsettling at first, but it’s all about vulnerability, trust, and being upfront with clients. Let’s dive into why this method is essential for remarkable service and how it can revolutionize your construction projects.

Holding Back is Costing You

I once experienced firsthand the detrimental effects of withholding crucial information during a project negotiation. The scenario occurred while I was working with a project manager on a pursuit for a high-profile construction job. We had brought on a contractor for a metal panel and curtain wall project, intending to integrate them early to assist with design and vetting the details. We were transparent with most of the team, but one key contractor remained guarded.

During the meeting, I asked for clarification on the schedule. Instead of providing a clear breakdown of the project’s timeline, they gave vague responses, saying, “That’s just what it takes. We’re the best.” They didn’t engage in meaningful conversation, and when questions about their logic were asked, they became defensive. The arrogance in their responses made it impossible to continue with the negotiation.

And that’s when the project manager whom I deeply respected lost interest entirely. He pulled up his laptop and began answering emails, signaling that their lack of transparency and unwillingness to engage in genuine conversation had cost them the job. The lesson was clear: withholding information or being evasive can cost you not just the deal but valuable relationships with clients.

A Principle of Transparency

Patrick Lencioni’s Getting Naked presents a concept that, while initially alarming, holds immense value. The principle behind “getting naked” is not about revealing personal details but about being open, honest, and transparent in business dealings. In construction, where client relationships are essential, adopting this approach will set you apart and lead to more successful outcomes.

Let’s break it down:

1. Fear of Losing the Business – When we’re afraid of losing the business, we tend to hide the truth. We protect our interests instead of giving our clients the full picture. To overcome this, Lencioni suggests “giving away the business.” You should consult, not sell. Be upfront and direct, even if it feels risky.
2. Fear of Being Embarrassed – We all have moments where we fear being embarrassed, especially when things aren’t going perfectly. This fear leads to avoiding tough conversations or admitting mistakes. But Lencioni encourages you to make dumb suggestions, ask simple questions, and celebrate your failures. Admitting your mistakes shows humility and builds trust.
3. Fear of Feeling Inferior – In a competitive environment, it’s natural to want to appear strong and knowledgeable. But if we’re overly focused on preserving our “social standing” with clients, we fail to truly connect with them. Overcome this by making everything about the client’s needs. Do the dirty work, take the bullet, and honor their work.

These are the three key fears that inhibit true customer service in construction. Yet, each one can be overcome by embracing transparency. Let’s explore how this can be practically applied in your next construction project.

Transforming Customer Relationships with Naked Service

I’ve had countless experiences on the job where transparency made all the difference. Let me tell you about one that truly solidified my understanding of naked service. I was working on a project where the initial relationship with the client felt strained. There were miscommunications, unclear expectations, and a lack of trust. But as soon as I took the advice from Getting Naked and started being open about everything whether it was the timeline, the budget, or our own struggles the client responded positively. They appreciated the honesty and began sharing their own concerns with us.

This shift created a dynamic of collaboration instead of conflict, and it allowed us to truly work together towards a shared goal. What I learned from that experience is that when we take the armor off, we build stronger, more genuine relationships with clients. We also inspire them to be transparent, which helps us solve problems together more effectively.

The Importance of Communication and Collaboration in Construction Projects

We’ve all been part of projects where the communication was poor, and things went sideways. It’s easy to fall into the trap of thinking that we can just power through a project without being transparent. But, as we’ve seen, withholding information and failing to engage with the client directly can have serious consequences.

If your construction project needs superintendent coaching, project support, or leadership development, Elevate Construction can help your field teams stabilize, schedule, and flow. We focus on building transparent communication systems, aligning stakeholders, and ensuring that everyone from the foreman to the project manager is on the same page.

Creating Remarkable Moments

The idea of getting naked in construction isn’t just about sharing difficult information; it’s about creating remarkable moments with your clients. This can be done by focusing on the small details that show you care, such as proactively addressing concerns, offering solutions before they’re asked for, and making sure your clients know you’re working with their best interests in mind.

Consider this: how can you apply naked service on your next project? Can you create moments where your client feels understood and valued? Are you willing to enter the danger zone, speak the truth, and consult instead of sell? If so, you’ll start to notice a profound shift in how your clients engage with you and your team.

Overcoming the Fears and Becoming Transparent

As we’ve discussed, the real key to success in customer service is to remove the barriers that prevent us from being transparent with our clients. The more you embrace Getting Naked, the more genuine and impactful your relationships with clients will become. This philosophy encourages us to drop our fear of losing the business, being embarrassed, or feeling inferior, and instead focus on what matters most: the client’s needs and our willingness to serve them wholeheartedly.

As you go forward, remember this: the key to remarkable customer service is found in transparency, humility, and a genuine desire to serve. Don’t be afraid to share the truth, ask the tough questions, and engage with your clients openly. You’ll build stronger, more successful relationships and ultimately create better outcomes for everyone involved.

FAQ

What does “Getting Naked” mean in customer service?
“Getting Naked” is a principle of transparency, where businesses openly share the truth with their clients, even when it’s uncomfortable. It’s about creating trust through honesty and vulnerability.

How can this philosophy be applied in construction projects?
In construction, “Getting Naked” means being open about project challenges, timelines, and budgets. It also involves addressing client concerns proactively and fostering collaboration rather than avoiding difficult conversations.

What are the main fears that prevent companies from being transparent?
The three main fears are the fear of losing the business, fear of being embarrassed, and fear of feeling inferior. These fears lead to withholding information and not engaging in open communication with clients.

How can I build stronger relationships with my clients?
By embracing transparency and being willing to share difficult information, ask questions, and honor the client’s perspective, you can build stronger, more collaborative relationships.

What role does communication play in this process?
Communication is key. It’s not just about sharing information but engaging in meaningful dialogue, addressing concerns, and working with your clients to find solutions.