Business and cultural trends tend to skew all-or-nothing. They emerge and quickly become some immutable law. If we’re not “transparent,” our peers shun us. Curs nip at our heels. Our profile nosedives on Match.com. Small mammals run from our shadow.

Transparency, a very good thing overall, is no exception. Lots of people end up believing that “all things should be transparent all the time.” Excuse the language, but: Balderdash. Poppycock.

Transparency in marketing can be the worst possible thing you can do. If you’re going to roll out a new marketing theme, campaign, event, product, or website, letting everyone know the details ahead of time ruins the surprise. Where’s the delight? The anticipation? The thrill?

Didn’t these transparency-all-the-time folks ever sneak a peek in the attic before Christmas? Did they never experience a “surprise party” when the guest of honor wasn’t surprised? Did they never hear the term Party Pooper? Do they have something against customers, clients, and learners experiencing serendipity? Have they never heard of Apple?

If you know how the trick is done ahead of time, there’s no magic.