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one trust-busting incident can create a generational scar against an institution or system that takes decades to heal. And sometimes the damage is too deep to repair.
It is estimated there are more than 3 million blog posts written in the world per
people don’t want something truly new, they want the familiar done differently.’
The California Roll principle is based on the underlying rule of combining something new with something familiar to make it ‘strangely familiar’.
when enough trust influencers are seen to have made the trust leap and survived, millions will follow, often very quickly. That’s how change spreads.
people who can change other people’s perceived uncertainty because they seem the least likely to take a trust leap.
‘Uber, the world’s largest taxi company, owns no vehicles. Facebook, the world’s most popular media owner, creates no content. Alibaba, the most valuable retailer, has no inventory. And Airbnb, the world’s largest accommodation provider, owns no real estate. Something interesting is
‘Brands arose as a way to compensate for the dehumanizing effects of the Industrial Age,’
The idea that a brand would enable consumers to express something about themselves, something intangible, was revolutionary at the time.
The researchers found that 59 per cent of links shared on Twitter have never actually been clicked.41 ‘People are more willing to share an article than read it,’ says study co-author Arnaud Legout.42 ‘This is typical of modern information consumption. People form an opinion based on a summary, or a summary of summaries, without making the effort to go deeper.’
