Take a moment to try this thought experiment … At what point in your life did you look at your birth certificate to confirm that you were indeed born on the day that your parents said you were born?
For most people, the answer is never. You simply took your parents’ word. Because you trusted them.
Your parents hopefully did a lot of things to help build that trust — like feed and clothe you, teach you lessons, play with you, and protect you. People who don’t have that experience, however, feel something entirely different: they question everything. They don’t inherently trust.
For most of us, though, if we read or hear something from someone we know, like, and trust, we accept it without question.
As an entrepreneur, you need to think of your customer as a child who’s been burned one too many times. Who’s been hoodwinked, ridiculed, and neglected. Who’s defensive, reserved, and hard-nosed.