Building Trust for Business Success

This chapter explores the pivotal role of trust in effective marketing strategies and the challenges businesses face in shifting their perspectives. It emphasizes the necessity of relatable examples and storytelling in persuasion, as well as the importance of fostering a culture of trust within organizations. The discussion highlights how trust can lead to improved communication, employee retention, and competitive advantage, ultimately shaping a brand's long-term success.

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Episode notes

This episode of The Eric Ries Show is all about the relationship between trust and success. I can’t think of anyone better to talk about it with than Seth Godin, author of the classic Permission Marketing, the best-seller This Is Marketing, and many other books, as well as a fantastic daily blog that has been going strong since the early days.

He also co-founded two companies, Squidoo and Yoyodyne. While the world tends to view Seth as an expert on marketing, he sees what he does in slightly different terms. “What I write about is how do humans interact? What stories do we tell ourselves? What do we want? What's worth doing?”

We talked about the roots of “the epidemic of unicorns,” the two approaches to gaining customer loyalty, how AI has permanently changed the means of production, how to build systems that create the conditions for great work to occur more easily, plus:

• False proxies

• The permissions hierarchy

• The power of stories

• The problem with business school

• Continuous effort

• Why Amazon lost customer trust

• Seth’s definition of marketing

• Chocolate cookies

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