basic trust

Somewhere along the way, trust got reduced to a baseline. “Be reliable. Perform. Do the right thing.” Sure. Trust hygiene - it’s what customers need to trust you for. It keeps you in the game. But it doesn’t win you the game. Because trust isn’t just a foundation - it’s what makes you the most attractive choice. The critical question is: What would your customers love to trust you for? That’s where the advantage is. That’s what creates pull. That’s what makes you irresistible