Building Trust Into Trustful Businesses
The first impressions. Don’t get fooled by them - but pay close attention to them. Walking around the fruit section in a supermarket, I tend to keep a close eye on the variety of products and the variations within the varieties — apples for instance. There are nowadays usually three options. The perfect, juicy, big and crispy apples with a perfect shine that reflects the lights of the supermarket ceiling not letting them get unnoticed by the shoppers.
Intrigued by their perfection, I make a pass and stroll over to the imperfect section where the unevenly coloured, funny tuber looking apples hang around screaming “pick me”. Though the price is attractive, I pass on them as well and end up in the organic section. I see a middle ground in terms of aesthetics, but the content is pure. These true apples have not been coated or polished or edited on the outside in post-production; neither have their genetic structure been poisoned on the inside. Instead, more resources have been applied to keep them out of harm to make them as honest, vibrant and nutrient-dense as possible. For the organic apple, shortcuts are avoided not to jeopardise their integrity.
The characteristics of the organic apple give me the best option for ongoing delight and longevity, and I will always look for the preventative option instead of the quick fix. I know as I’ve paid close attention to excellent “content sandwiches”. First impression, middle content, last impression. Not just the pretty cedar house image as the first impression, but the story of the time and effort that have gone into producing the apples without any artificial toxin tricks. And ultimately sold with a short shelf life span. If a brand, product or service allows me to evaluate them with an authentic peak into their supply chain my evaluation needs will be fulfilled. Access to first a first impression, the middle, as well as last impression, chances are I’ll stay loyal to them for years to come.
As one of my favourite authors, Rolf Dobelli writes in The Art of Thinking Clearly. “Who is the sender, what are his intentions and what did he hide under the rug?” If anything. He continues. “The real issue with stories: they give us a false sense of understanding, which inevitably leads us to take bigger risks and urges us to take a stroll on thin ice”.
What would happen if you applied this approach to your coffee purchase, your afternoon snack bar choice or the way you chose your next travel destination. Who are the people behind? What are the ingredients and where do they originate? Most of all, what are their values and world views? Is there an unfiltered version yet to be uncovered or is it exceeding your expectations when you start to unravel its promise?
Make the substantial content the hero, but don’t let it get lost within layers of wax that will eventually be scraped by the disappointed. Build a solid structure that can carry it. An appealing identity with everything that it might imbue, a place of information, an area of connection, takes time to build. [Read. the middle of the sandwhich]. Though a solid foundation will not only keep you upright during the first storm but grow stronger and stronger over time.
Strategise with organic as the centre pillar and trust will reign your realm.
