So I’ve just listened to Chris Brogan and Julien Smith on a webcast talking about the subjects in their book Trust Agents. These guys are amazing communicators, and the book is . . . nice. But here’s the question:

How do you REALLY create trust?

If it’s true that we can each be really connected to only 150 people (a theory both Chris and Julien subscribe to), then how do we do business in a world where the game has become “have a brand and make sure anyone who could benefit from it knows that brand” ? Think about it: the “action” is on Twitter, where you seek huge audiences. But . . . then doesn’t the trust go away as soon as people realize you’re just broadcasting?

Keep talking. Even more, keep listening. And that’s the real story: to create business change, listen.

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