I’m sure we’ve all had experiences when two people tell us the same thing, and we listen to one and dismiss the other. We listen to people we have relationships with. We pay attention to those we trust.

Trust has become even more important in today’s world, where attention is becoming more and more scarce.

The challenge is to build a relationship with your customers – to get build trust. And for more on the topic, check out Chris Brogan and Julien Smith’s excellent manifesto on Trust Economies.