Chapter 7. Is Advocacy for You?

In the previous chapter, I outlined a profiling tool that can help your company evaluate its position on the trust dimension. Next, you must choose a strategy and decide where to position your company on overall trust and the eight component dimensions. If you are now using a relationship strategy with a moderate level of trust, you may find it is not strong enough to meet the market challenges and therefore consider moving to full advocacy as a strategy. If you currently use a push/pull strategy (generally a very low level of trust), then you might consider moving to a relationship strategy with the long-term intent to shift to an advocacy strategy.

Various tactics can help your company become more trusted (i.e., ...

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