June 2011
Beginner
272 pages
6h 8m
English
Content preview from Launch: How to Quickly Propel Your Business Beyond the Competition
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Do People Really Trust Your Business?
Fewer than one in three people trust marketing messages, according to Edelman Digital's annual survey of trust.3 That's a pretty dismal number.
The study also found that trusting companies is more important than delivering great products and services.
Do your prospects and customers trust you?
If great products alone won't gain the trust of consumers, what will?
“For all companies, it's about laying foundations for sustainable growth by deepening relationships with customers, and, with trust in business arguably at an all-time low, that's not an opportunity that one should turn down lightly,” said Jeremy Darroch, CEO of the U.K. broadcasting giant BSkyB.4
If the default position of customers and prospects is to distrust your business, successfully growing your business becomes a monumental challenge. “The strategic imperative for most companies is to do what they can to regain the trust of stakeholders and to more effectively manage relationships with them,” stated a Harvard Business Review article.5
The Edelman report also found that people value guidance from credentialed experts significantly more than peers. This is one bright spot in an otherwise murky outlook for businesses.
Is there a way to establish your business as a trusted authority in your industry?
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.