The Age of Trust.//
Written by Paul Wilson & Christopher Mouflard, Auteur Founding Partners
It’s a time of extraordinary innovation and opportunity, but also of profound distrust and deception. The word ‘trust’ has become a scarce and precious commodity. We are confronted by conflicting messages and agendas on the internet and social media. We are driven to the margins of the web, where we can find alternative narratives. But these “algorithms of mass distraction” are also undermining our social fabric, by inciting outrage that creates division.
Thomas Aquinas, 17th century philosopher said something that is more relevant than ever: “a judgment is said to be true when it conforms to the external reality”. In other words, we need to base our opinions and beliefs on facts and evidence, not on our own biases and preferences. Otherwise, we end up in a bubble of self-delusion and confirmation bias. We need to be aware of how we are being manipulated and influenced by the digital world around us.
A mentor of ours taught us that relationships are built over time. Positive experiences are the glue that bonds us and builds trust. Trust is not something that you can fake or buy. It requires authenticity and honesty from both sides.
For a modern brand, trust is how they build positive experiences. It is how they build their relationships with their customers and has become absolutely essential for effective go-to-market strategy. Customers are more likely to buy from brands that they trust and respect. Brands that are transparent, consistent and relatable. They listen to their customers and respond to their needs. They offer value, quality and satisfaction.
The values and vision of a brand are now more important than ever. Before a customer will even give you a chance, they want to know who you are and what you stand for. They want to see if your values align with theirs, and if you can deliver on your promises.
The enterprise technology sector has been undergoing this transformation as well. As a SaaS product's visibility grows it feels pressure to behave more like a consumer brand and communicate their values clearly and consistently. It needs to show its customers how it can help them solve their problems and achieve their goals. It needs to demonstrate its value proposition with concrete results and metrics.
When we founded Auteur, we defined our values as Trust, Create, Collaborate, Innovate, & Grow. But we soon realized that the only value that mattered was TRUST. Without the formation of trust first, none of the other values could prosper. Trust is the foundation of everything we do: between us as founders, our team, our collaborators, our clients, our clients, customers, and our community. It is the key to successful outcomes.
In future articles, we will explore how brands can build and lose trust with their customers and prospects.
To learn more about the Auteur Agency please reach out here and let’s build it together.
