Today’s guest is Kent Grayson, associate professor of Marketing at Kellogg School of Management and co-founder of The Trust Project. Many academics study trust but there is a need to bridge the language used by academics and business people and practitioners. Although every discipline has a different perspective of trust, when you pass the language, we are talking about the same thing: what encourages someone to make themselves vulnerable and to rely on another person for something important.
Marketing is not just advertising, or how to sell a product or service via social media or communication. At business schools, students learn that marketing communication is the final step in the marketing process. It is about understanding the target customer sufficiently well, their goals, problems, or needs. Trust is essential for that understanding. You have to find a way to trust what the consumer is telling you so that you can be confident that your solution will solve their needs.
Generation Z, when asked are there any brands or business you trust, they will talk passionately about a handful of organizations. Kent speaks about the “wack-a-mole” challenge in marketing, the efforts of truthfully communicate with your customers, the role of influencers, about honesty and sincerity, and the relation between trust and transparency. Trust is about making sure you understand the other party's motives, that you believe they have your best interests at heart, and telling you the truth and keep your promises.
TrustTalk - It's all about Trust
TrustTalk podcast covers all aspects of Trust. Trust is more relevant than ever. Trust is everywhere. Trust has many faces. We will dive in all aspects of trust in the lives of people: trust in technology, social networks, trust in politicians, trust in facts, communications and journalism, the judiciary, your partner, employer or employee. Trust is not something that comes for free, most of the time it requires a lot of effort to gain and once gained, to keep it. Without Trust, nothing works.
Trust takes years to build, seconds to break and forever to repair.
Meet the Host
I am fascinated by trust. I spent most of my professional life as an attorney-partner at several international law firms. In 2010 I started a network consultancy in intellectual property, IPEG (Intellectual Property Expert Group). I am also chairman of the Netherlands foundation "Stichting PleitAcademie", a certified training institute for attorneys and law professionals. With the TrustTalk podcast and the blog (https://trusttalk.co), I am pursuing my passion for trust. Nothing works without trust. Want to know more about me? visit https://www.severindewit.com
Support Us
Give a little, Help us a lot. I am passionate about trust. To share that we deliver every two weeks a podcast. Your donation will help me to produce more podcasts about the role of trust in our life. I invite world experts to talk about trust and how it impacts all of us. Your support means a lot, as it helps to pay for the technical support to produce podcasts.
