As a long-time business executive and adviser to entrepreneurs, I see a definitive shift away from customer trust in traditional business messages, and the executives who deliver them.
Today’s digitally distracted consumer is led to trust only things that they see with their own eyes. They want the raw data versus a polished message.
This distrust for the scripted message has led to a new demand for unfiltered marketing, and the emergence of business credibility heroes, like Elon Musk, with his bold statements, and sometime villains, such as Mark Zuckerberg defending Facebook privacy practices.
I just finished a new book, “Unfiltered Marketing,” by Stephen Denny and Paul Leinberger, which helped me put this digital communication transformation into perspective for all business owners.
I believe that the sooner every entrepreneur and brand builder adapts to this emerging trend, the sooner they will find success. I summarize the key elements of the