The problem is, you can’t accelerate it.
It moves at its own pace.
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The closest alternative isn’t louder advertising.
It’s advertising that feels like word of mouth —
the kind that works because you trust who’s talking to you.
The problem is, you can’t accelerate it.
It moves at its own pace.
​
The closest alternative isn’t louder advertising.
It’s advertising that feels like word of mouth —
the kind that works because you trust who’s talking to you.
Story
What Good Is A
If The Right People Never Hear It
Trust is the most important word in marketing. That's why word of mouth has always been the most effective form of advertising. You can’t accelerate it. It moves at its own pace.​​ Telling stories can come remarkably close to replicating it —​but only when they do what word of mouth does.​ First, they must be heard.​​ Then, they have to move people — because they trust the source.​
Story & Being Heard.​
Miss either, and nothing happens. Get both right and everything changes.
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How we approach trust:
