Freemium and reducing up-front costs both work if someone is interested in trying something out. But what if people don’t even know you exist? Or they know you exist but don’t think they’d like what you have to offer?
It’s pretty easy to see how rapid and dramatic changes in technology and media necessitate a shift for companies. It is not quite as easy to see the portents of change that would necessitate a shift for companies in more homespun categories, like packaged goods.
How good are you at predicting the future? That’s what “trust” is, really. A prediction about whether or not someone will live up to your current expectations in the future.
Despite expected whistleblowing and endless data scandals, the speed technology continues to impact our everyday lives shows how much we’re prepared to invest in this era of uncertainty. Yet, despite ‘brandscapes’ often appearing fickle and callow, there are many good reasons to believe startups will make the difference we need in the world. The decent ones, at least.
Employees are the frontline when it comes to customer relationships and delivering the brand experience. This is especially true in a service business. Investing in a brand’s people should always be a priority.
