"Trust is the hardest thing to build and the easiest thing to lose. Trust is a verb. It's the action you take and the choices you make every single day. Every company needs to build trust with people - their employees, customers and partners. All too often though, partnerships are about the value you can measure rather than the values you share."
"The impact of shared values is immeasurable. There is so much optimism now that we are coming out on the other side of the pandemic. When you share values with your partners, that's when things get amplified and change accelerates because you trust each other and you're able to take those risks. That's the moment you're actually holding hands with your partner and you can do the never-been-done-before."
"On a more granular level, trust is the actions you take and the choices you make every single day because you have to keep investing in it. It has to be a filter that influences every decision you make. Trust isn't a given or a one-and-done deal. You need to earn it - and keep earning it, over and over and over again."
Trust must be actively built and continuously earned through daily actions and choices that align with partners, employees, customers, and stakeholders. Partnerships should prioritize shared values over solely measurable value to enable risk-taking, amplification, and accelerated change. Trust must act as a decision filter and requires ongoing investment rather than a one-time achievement. Marketers need to reach real people where they are by focusing on attention and developing a deep understanding of consumers' multidimensional behaviors and needs. Content should be treated as a product and tailored to individual consumption patterns to drive meaningful connection.
Read at The Drum
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