The identity of the messenger is more important than the message itself. In other words, it’s crucial to consider whether the messenger’s identity is reliable. It matters more to others that they know who I am and recognize me than how well I have built relationships and interacted with them. Identity begins with my proclamation, and credibility only emerges when others acknowledge that proclamation. If there is a significant gap between my declaration and how others perceive me, I will need to invest considerable time and money to bridge that gap. Similarly, if there is a significant discrepancy between the message I intend to convey and my declared identity, it also requires a substantial amount of time and money. Consumers are acutely aware of these differences, yet they often remain silent about them. Asking others to share their inner self-assessment is as burdensome as expecting them to reveal their true selves. - Joseph’s “just my thoughts”
The lower the trust, the higher the economic and relationship costs. If performance is low beyond costs, efficiency is reduced. Trust is the most important asset in all areas where human intervention involves value. Higher trust increases the efficiency of the money use. Some people get high satisfaction even if they spend the same amount of money, but others get complaints. Don’t make the mistake of thinking that all money is the same. - Joseph’s “just my thoughts”