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Trust Vs. Hype

Malcolm Gladwell announced his new podcast last week. Before the first episode even aired it had jumped to #2 in the iTunes charts, topping long established shows like This American Life.

It’s not just Gladwell’s record for writing bestsellers that’s driving people to the podcast. It’s that we trust him to produce nothing but great work that’s worth our time. It’s possible for one person to build a reputation the preceds him without the use of a megaphone. Gladwell has done it by earning our trust, word by word, line by line, article by article, book by book, over twenty years.

Yes, hype is more immediate than trust, but in the long run trust is a more sustainable strategy.

Image by Sebastiaan ter Burg.

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