is increasingly the reason people
will do business with you.
Building your brand story on your ‘why’
increases trust and transparency. 71% of
execs say they’d sacrifice a bit of profit for
trust in business relationships.
is how you can build emotional rather
than transactional relationships.
Business-to-business is becoming
increasingly consumerised in the way
decisions are made. Humans make decisions
emotionally then justify them rationally...
even in business.
is a clear and understandable position
in a complex world.
Too much choice and complexity has
made 65% of execs resort to relying on
their gut instinct.
enhances trust and reduces risk.
The bigger the b2b purchase, or the newer the
relationship, the greater the need for trust.
People trust a business with a purpose much
more than they do a business made purely
creates a culture.
Engaged employees drive the success
of every business. It’s a neat coincidence
that it’s the age of Gen Y; a generation that
is wary of big business and expects to have
a stake in outcomes. They’re focused on
making meaning, and less so on
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