trust can be a powerful sca if you earn it – 6 recommendations ‘Trust me’ is just not enough. No one trusts someone demanding their trust. Trust must be earned, and it is all too easily lost. It is also a powerful driver of sales when it can be established. Trust is also the key […]

trust can be a powerful sca if you earn it – 6 recommendations ‘Trust me’ is just not enough. No one trusts someone demanding their trust. Trust must be earned, and it is all too easily lost. It is also a powerful driver of sales when it can be established. Trust is also the key to brand loyalty. Indeed, trust can be a sustainable strategic competitive advantage, especially in a world where there is so little of it. With this in mind, I recommend as follows. deliver the world We are all familiar with the expression – ‘he promised the world, and delivered an atlas’. We are all familiar with how we feel when this happens. This does not, and will never, help establish trust. Trust is more likely to be established when a business – ‘promises an atlas, and delivers the world’. Trust builds most where a business under…