The Marketing Secrets Apple & Tesla Always Use: Rory Sutherland
The Diary Of A CEO with Steven Bartlett
00:00
Trust Requires Transparency
Consumers are often skeptical of low-cost offerings unless a clear narrative explains the cost savings. Successful low-cost models, like low-cost airlines, communicate the absence of certain services upfront, making the business model credible. If a low-cost airline claimed to match full-service carriers without explaining how, consumers would question the quality and safety. Similarly, familiar business strategies, such as IKEA's flat-pack furniture, enhance trust when framed correctly. A lack of transparency about why something is cheaper can create distrust, making it important for brands to articulate the value proposition clearly.
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