One thing I’ve noticed when looking at small business marketing is that trust usually doesn’t break all at once. It erodes through smaller disconnects. Sometimes the thing costing a business trust is not one obvious mistake. It is the compounding effect of small disconnects that make the business feel harder to understand, harder to believe, or harder to move toward. I can usually tell within five minutes whether a business is building trust or eroding it. What I’m Actually Looking For in the...

What I Can Usually Spot in 5 Minutes That’s Costing a Business Trust

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