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#141 Kunal Shah: Core Human Motivations
The Knowledge Project with Shane Parrish
Building Trust in Low Trust Societies
In low trust societies, big companies benefit from a trust grant where they can expand into adjacent marketplaces and be trusted naturally due to lack of other trustworthy options. Trust in a platform does not always carry over to new product categories. Focusing on multiple products can be successful in markets like India due to factors such as low per capita income and economy size. For instance, a FinTech company in India saw quick success when they launched an e-commerce platform, surprising both local and Western investors. Additionally, little-known facts like less than 6% of urban Indian women having financial income highlight unique market characteristics in India.
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