Regardless of the size, shape, category, and the history of your business, the reality is that half your customers do not believe you. Author and keynote speaker David Horsager says trust is “a company’s most important asset.” He’s right, but the best distribution vehicle for that trust is not the company itself but rather its customers. We’re in an era where trust matters more than truth, and the truth is that your customers simply don’t trust you as much as they trust each other.
