For what it is worth, I own a full-service agency. We craft messages and word smith ideas for a living. While it may not be scientific, “Transparency”, like many other words, for example, the word “Social,” have become standards in management and business lexicons. Outside of low-lit groups, I think transparency is clearer (pardon the pun) than “open”, which has more tangible, physical characteristics.
American Express “Open” has been up and running for 3 or 4 years, I would imagine that someone on their marketing team can tell you what data they may have relied on to make that determination and what concepts hit the floor.
In the end run, it is not going to be so much about what you call it, but how it is executed. If everything is open kimono, it will simply end up being a standard that is associated w/ The Federal Government brand and won’t need a name.
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