Trust-Based Marketing: Glen Urban

The research: The dilemma that inspired Urban's innovation is the increasingly steep challenge of gaining and retaining customers in a burgeoning but unpredictable marketplace. Complicating that challenge is the fact that, according to polls, an overwhelming majority of consumers are unsure whom to trust.

Urban put two and two together and arrived at a revolutionary answer: build your customer base through trust. This deceptively simple concept blows out of the water some of the longest-held beliefs in the world of commerce — namely, that if you push hard enough, you will eventually win your customer.

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