Why should I believe you?

If you’re not asking that question – from the standpoint of your consumers or clients, both current and prospective – you should be. And for a simple reason: They probably don’t.

Consumers are jaded. They’re tired of being promised one thing and getting another. They’ve been repulsed by the Enrons of the world. They’ve watched CEOs receive multi-million dollar bonuses for running their companies into the ground. They’ve been burned by shady car salesmen. [Read more…]