As I wrote in my book Connecting the Dots, trust is one of a company’s two most important assets (the other is information). For a company looking to lead a market transition, establishing trust is a bit like the old chicken and egg dilemma: The company can’t earn trust without customer validation, yet they can’t get customers without first establishing trust. This is exactly why the hardest customer to land is always the first – and why, at the end of the day, successfully navigating the delicate balance of trust becomes vital to survival.
