Two types of company have to fight to be believed:
- Inauthentic or unconfident: Where those you wish to serve don’t believe you because you’re a mediocre company selling a mediocre product or service.
- Authentic and disruptive: Where those you wish to serve don’t believe you because your work is so exquisite it appears too good to be true.
For those in the former camp, I’ve no interest in helping you. But for those in the latter, we should focus on connection: the trust we need comes in direct proportion to the quality of the relationships we form and the promises we keep.
(Tip: The trust comes when we keep our promises and keep up the quality of the relationships.
tryABC.net can help with these factors so you can focus on bigger problems.)