Be authentic, transparent to build customer trust

A decade ago, Simon Sinek popularized the idea of marketing your products based on a powerful story. And that story starts with WHY.

• Why your company does what it does.
• Why you created this product in the first place.
• Why your product will make the customer’s life so much better.

That last one sounds a lot like expounding on your product’s benefits, right? But traditionally, “benefits” stop soon after the purchase, quite short term. Instead, we’re talking about a much deeper transformation for customers, something they may even struggle to articulate.

And that’s only…