In the article, he called upon an example from McDonald's Canada that has stuck with me ever since.
McDonald's Canada has a website where people can submit their food-related questions in exchange for answers. When they received a request for the ingredients behind their Big Mac sauce, this is how they responded:
THEY GAVE AWAY THE "SECRET RECIPE!"
And guess what...
People are still buying Big Macs. McDonalds is still in business.
Rather than shy away from giving away the tricks and techniques that have brought your business success with the fear that your product or service will become unnecessary, embrace the transparency.