Leveraging Trust – Why a Website is Not Enough


Have you noticed that in less than a decade the Internet has quietly become the de facto source for all knowledge and information? When you wish to look something up (a fact, an address, company information, etc.) where do you go? Ten-to-one says it’s Google or another Internet search engine. What this implies is that if your business or personal information is not on the web, people are not finding it. This is not new thinking but perhaps it is not enough to simply build a website. Allow me to explain.

This morning on my home page I saw an article on how to fold shirts more efficiently. The headline looked entertaining so I decided to read it while fueling up on morning coffee. Sure enough the folding technique works very well. What is interesting here is not the details of the article but that the article represents information that I was not explicitly seeking, yet since the article made it through my trust channels (the RSS feeds I subscribe to) the information found me, piqued my interest and I consumed it. Think about this for a second; this is very different from the original search scenario. In one hundred years I cannot imagine ever searching Google for shirt folding techniques. Yet, because this article was presented through sources I trust, I read it. Second, what I have yet to mention is that the video originated in Japan. Now, here is information that I was not explicitly seeking, originated halfway around the globe, and has found a new consumer.

This made me realize that as the web has become our primary source of information, it is quickly moving from a “search” to a “push”/trust model. What this implies is that it is no longer enough to simply put your information online. You need to syndicate and associate your content and business with trusted channels (industry new sites, content channels, etc.) that in turn syndicate their information to others. Do this and you may create new audiences and customers in unexpected places. Try the Japanese shirt folding technique; I assure you it works very well.