When we want to get a project off the ground, we are often confused about the best way to achieve our goal. We believe if we could only reach more people, we’d immediately have traction. But reach is a poor substitute for the trust of a handful of the right people. A deep connection trumps…

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There is no way of knowing if the organic vegetables I bought today were grown without pesticides. But I trust that they were. When I order gluten-free bread for a friend, I trust my baker has used the right flour. I believe the chocolate inside the bar labelled ‘fair trade’ is ethically produced. Every day…

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We often hear it said that it’s hard to stand out in an increasingly competitive world. Maybe you can’t be the biggest, fastest or cheapest in your field. But there are plenty of ways to differentiate and make a mark. First among them is by being trusted over time. Make promises you intend to keep.…

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Almost three months ago, when restrictions due to the coronavirus began rolling out across Australia, panic-buying ensued. The CEO of one of our supermarket chains began writing a weekly email newsletter to customers in response. In it, he addressed customers’ genuine concerns about the availability of everything from flour to toilet paper. He gave people…

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My friend Anna has been going to the same hairdresser for ten years. She’s never trusted anyone else to cut her hair in all that time. Now though, she has no option because her stylist just had a baby, and she’s on maternity leave. When Anna sat in the new stylist’s chair, she was so…

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It turns out that the tools and the tactics of new marketing aren’t a shortcut. The tried, trusted and true methods of old marketing help us to maintain our integrity and get to where we want to go.

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