People don’t buy if they have trust issues. But those trust issues may not be with you. It may run deeper than that:

Do they trust us?

When we think about building trust, this is what we tend to think about. Getting folks to trust us.

And the act of earning trust is well-documented; with a good narrative structure and a powerful offer that has proven itself in the marketplace, maintaining trust is expressed as as state of mind – to see it as your moral responsibility to deliver the best results in your power, for the benefit of those in your care.

But what if all the trust in the world isn’t enough? What then?

Do they trust themselves?

This is something most of us don’t consider when creating offers to the market for our sustainable and cause-driven businesses.

You may have been able to develop trust with them… but have they developed trust in themselves?

The act of enabling this trust receives far less documentation; here the narrative you share with the market can’t just be good, it must be great. Great enough to not only empathize with where they are and how they can move to a solution, but to empower them with the confidence and self-belief that such a transformation is possible for them.

Your job isn’t just to help others see how great you are. It’s to help others see how great they can be.