The Pinnacle

Stories and ideas from Big Blue Digital.

​The Trust Economy: Business As Usual in 2018?


Last week, I was invited by our Marketing Lead Sarah to talk about the way ecommerce is changing.

While she was thinking about how payment gateways had evolved and how voice-activated devices will change the shopping experience, my initial thought was a much bigger picture.

And it extends beyond just ecommerce, to how any business will have to operate in 2018.

We’re living in a Trust Economy.

What I mean by that is we’re living in a world where trust is becoming the most important part of any value exchange. Trust is dictating who we buy from, where we buy from them and how we communicate.

We’re adding to this Trust Economy when we,
  • Don’t dictate how or where we’ll talk to our customers and clients

  • Accept that selling a service or product involves blurring the lines between our public and private lives

  • Put humans first, and technology second


Let’s unpack this.
 

Don’t dictate how or where we’ll talk to our customers and clients

So often, we think platform first. This will be a great Instagram post. We’ve decided we’ll use Facebook as our primary channel. We’re just going to stick this up on our website so people can find it. This is irrelevant if our customers aren’t seeking answers on those channels.

In the marketing world, a lot is said about knowing your customer personas and using this to go and market yourself where your customers’ are. Beyond that, we need to think holistically across the business. Business isn’t just one big push message. It’s an exchange. What about customer service and where and how that happens? What about making your content easy to search for people using voice assisted technologies? 
 

Accept that selling a service or product involves blurring the lines between our public and private lives

When we launched Big Blue Digital after many years as Bosweb, we knew that it would be our people - our brains, experience and ideas - that set us apart. To this day, when asked what our key selling points are, we say 
  • Our people and culture 

  • Our services

  • Our products 


Always in that order.

With this comes some blurring of the lines between public and private lives. We want to seek out like-minded businesses. We do that by always being ourselves. The idea of work/life balance assumes these two parts of your life are entirely separate. Not only does this make the mythical state of ‘balance’ hard to achieve, it means that you’ll find it difficult to cut through the clutter and stand out from your competitors - as individuals and as businesses. 

People like to work with people they like.

Like and trust goes hand in hand.
 

Put humans first, and technology second

One of the reasons that we do what we do is that we want to make businesses smarter.

Sure, we use cloud-based technology to do it, but the purpose is always human-driven.

We want to create an ecommerce store that’s easier for you and your customers. We want to streamline your business reporting so you can remove some of the frustration from your life. We want to move you to a headless CMS because it will reduce the margin for error (something we know makes bosses happier).

And that’s just the big picture stuff.

Whether you're writing a new blog post (like this!) or designing a whole new system, we're showing our faith in other humans, and building trust with them, when we put the human element first. I think our business has really embraced this in the way we approach managing implementing headless CMS's (you can get an idea of the approach I'm talking about in Go Headless for More Efficient Projects or Can Content Design Make Web Projects Go Faster?). 

Does your business add to the Trust Economy, or detract from it?

 

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