The trust equation
Two vital things that add up to the one thing essential in every great relationship.
There’s a phrase commonly heard in branding and marketing fields.
“The confused mind never buys.”
The thinking is that you must strive to be ultra-clear with what your brand stands for, ultra-clear on what your business offers. Because without clarity there is confusion, and the confused mind never buys.
Confusion, of course, can be overcome. It just takes a different message, a better value proposition, and hey presto, confusion disappears and clarity reigns.
What cannot be overcome is distrust.
Warren Buffett, he of all the billions, knows the potency of distrust. He once said:
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