Trust isn't just a word; it's a commitment, a pact. Just as we value honor, courage, and love, trust doesn't get handed out freely; it's cultivated and earned. And here's an irony for you: In an age where we're more connected than ever, where every ping and notification draws us closer, why does it feel like our reservoir of trust is draining? It's a paradox of our times; if you think it's harder to trust, you're not the only one.
A Gallup poll showed that trust in 14 major institutions had declined from 2020 to 2021. Even trust in public schools and medical systems dropped (after double-digit increases in 2020). And only 33% of employees strongly agree that "My company would never lie to our customers or conceal information that is relevant to them." Trust Is in Decline: Here's How to Rebuild It Gallup.com
A Gallup poll showed that trust in 14 major institutions had declined from 2020 to 2021. Even trust in public schools and medical systems dropped (after double-digit increases in 2020). And only 33% of employees strongly agree that "My company would never lie to our customers or conceal information that is relevant to them."
Trust Is in Decline: Here's How to Rebuild It Gallup.com
In this age of rapid technological advancement, even the tools I champion and my company crafts can inadvertently erode the trust we aim to build. Here's my take on why:
Algorithms They've put us in echo chambers, where the unfamiliar becomes foreign and suspect. We get fed from what we've seen, so the new becomes an outlier.
Always On Our smartphones, those devices we get tethered to? They've blurred the lines between connection and intrusion. Consider this: most of us keep our phones closer than our wallets. What does that say about our priorities?
Overwhelmed In a world where everyone's a click away, the floodgates of interaction have opened. The result? A deluge of demands, requests, and 'pings' that no one could've anticipated. We're all drowning in notifications, trying to grasp meaningful connections.
Unpredictability Technology promised us control, a semblance of order in a chaotic world. But the reality? It's a double-edged sword. Every device, every app, every platform becomes another channel, another avenue for interruption. And in this age of convenience, the balance of power shifts daily. Today, it's not just about reaching out; it's about managing the influx.
Artificial Intelligence Big data and AI? Fascinating and we're all in. Yet, as Elon's unveiling of TruthGPT showed, there's a shadow to AI. Deep fakes are blurring the lines of reality, chipping away at our trust in what we witness. If you're getting a hint of Skynet, that ominous force from the Terminator saga, and feel it's just around the corner, you're in good company.
In essence, while technology has bridged gaps, it has also presented new challenges in trust and connection.
The psycholgist Abraham Maslow gave us a map, a five-tiered pyramid of human needs. From the basics, like food and water, to the pinnacle of self-actualization, he laid out a journey. But here's the twist: In today's world, trust is the compass guiding that journey.
Physiological Needs: Think about it. When governments can't guarantee clean water or companies pay wages that can't cover basic groceries, they're not just failing to meet basic needs. They're eroding the bedrock of trust.
Safety Needs: Safety isn't just about locks on doors. It's about feeling secure in a society where institutions stand firm against bias and corruption. When employees fear arbitrary layoffs or healthcare becomes a luxury, that's not just a safety issue. It's a trust deficit.
Love and Belongingness: In a world with digital connections, genuine human bonds seem elusive. If institutions sow division or governments play favorites, they're not just disrupting harmony. They're tearing at the very fabric of community trust.
Esteem Needs: Everyone wants to matter, to get seen and known. When organizations treat employees as numbers or when societies fail to recognize the worth of every individual, it's more than an esteem issue. It's a trust crisis.
Self-Actualization: Reaching one's full potential is the dream. But that dream feels distant if there's a shadow of mistrust over institutions and systems. People start to wonder: Is the game rigged?
So, here's the thing: Maslow's pyramid isn't just about needs. It's about trust. And in a world where trust is in short supply, it may be time for institutions, employers, and governments to step up. Not just to meet needs but to rebuild the trust that binds us all. Because trust isn't a luxury, it's a necessity.
In the vast digital landscape, how does your corner of the web cultivate trust? It's an art. Digital storytelling paints your vivid pictures using videos, images, and words your customers scroll through on omnipresent smartphones. But trust needs more than that. Designing trusted websites is about showing the 'how' behind the 'what' - sharing your process as a product. It's about building a thriving 'Community in a Box' where engagement thrives. Your website should be a community, a bustling digital farmer's market of ideas and interactions. Do you have the humility to ask for help and the wisdom to curate more than create? In your website's dance of design and trust, every pixel, interaction, and choice matters. Want your website to be trusted? Use the links below to learn more.
On your website, storytelling isn't just a tool; it's the essence of connection. When we think about web design, it's not merely about aesthetics or functionality; it's about weaving a narrative that resonates and builds trust.
Adding words to a website differs from penning a book or crafting an essay. A reader has the luxury of pages, chapters, and time. An essay dives deep into a singular thought. But a website? It's a mosaic of moments, each pixel a word, each scrolls a sentence. It's about capturing essence swiftly and compellingly.
Great digital storytelling is about showing, not just telling. It's about making the visitor feel, not just see. It's about trust, not just traffic. In our digital age, where attention is fleeting, storytelling is the anchor that makes one pause, feel, and, most importantly, trust.
Great digital storyteller websites include:
Airbnb Airbnb's "Experiences" section showcases hosts worldwide, sharing their unique activities and stories. Visitors understand the adventure and cultural immersion awaiting them through videos, images, and personal narratives.
Charity Water This non-profit uses powerful images and videos to depict clean water's transformative power. Personal testimonials and stories of those impacted make their clean water mission relatable, and we feel the urgency and call-to-action.
The New York Times NYT's multimedia features, especially in the "Op-Docs" section, combine video, imagery, and text to dive into contemporary issues for an immersive experience beyond traditional newspaper reporting.
Patagonia Patagonia's website tells stories of environmental activism, adventures, and the people, stories, and images behind their products. Their "Films" section is a testament to the company's commitment to the planet, but it's more fun than a lecture.
REI REI masterfully blends adventure with purpose in its digital storytelling. They showcase outdoor products and champion environmental stewardship and community connection through immersive videos, compelling images, and authentic narratives. Their content evokes a sense of belonging, urging viewers to explore and protect the great outdoors.
In our digital age, storytelling isn't just art—it's trust-building. Crafting tales that resonate means weaving trust into every pixel and phrase. Here's how: start with a potent narrative, embrace multimedia, captivate the senses, root in authenticity, and invite interactivity. Dive in, and let's craft stories that don't just tell but connect.
In the sprawling digital cosmos, what anchors a story? What makes it echo, persist, and move people? It boils down to one elemental thing: starting with a strong narrative.
The narrative isn't merely a chronology. It's the spine, the golden thread binding the tapestry of a tale. It's the motive beneath the motion. It breathes life into pixels, words, and frames. Absent a narrative, all you have is cacophony.
So, how does one sculpt a narrative that doesn't just talk but captivates?
Begin by pinpointing your 'Why.' Before charting the 'what' and the 'how,' anchor in your 'why.' What's the heart of your story? What makes it vital? This 'why' becomes your North Star, illuminating each phrase and picture. I do three things to anchor in why:
Confidence Trust isn't merely uttered in your website's dance of words; it's lived. Like saying, "Trust isn't just a word; it's a commitment, a pact." Bold assertions matter. They don't just introduce; they commit. They don't just inform; they promise. Dive in with conviction and watch the world lean in.
Context -Stories thrive in the soil of context. Time, place, and metaphors aren't just details; they're the heartbeat of your authentic digital storytelling. Often, my best epiphanies don't strike in the office but late at night, at home. Sharing that backdrop doesn't just add color; it weaves a tapestry that invites you to make my stories more fun and relatable.
Hooks In the symphony of storytelling, narrative is the rhythm that keeps us tapping our feet. Just as a fisherman needs hooks to catch fish, a storyteller needs hooks to keep attention—each sentence, a promise; each paragraph, a mystery unveiled. Digital storytelling is about creating a dance, a pull, a magnetic force that propels the reader from one word to the next. In this age of infinite distractions, your narrative's hooks are essential. Craft them carefully, and watch your audience lean in, hungry for what comes next.
Authentic Vulnerability In the digital tapestry we weave, storytelling without risk is noise. When Martin bares his soul about battling cancer or navigating dyslexia, he's not just sharing; he's daring. And when I lay bare our triumphs, stumbles, and hurdles, it's an invitation, not just information. Your audience? They're seeking the human behind the brand. So, let your tales echo with passion, vitality, and raw humanity. And if you're leaning on a chorus of writers, consider tools like ChatGPT. With OpenAI's chatbot, you can craft with a unified voice. Just guide it and watch the magic unfold.
Elicit Emotion For your website's stories to truly sing, they need more than words. Dive deep into the human saga, touching on those universal chords of joy, fear, hope, and vulnerability. Your authenticity is your true north in a world awash with digital pretense.
Conversations Remember, online storytelling is a conversation. Engage, question, listen. Consistency in your narrative voice isn't just good practice; it's the bedrock of trust. In our digital-first blue ocean world, your website isn't merely a space; it's a theater. And on your stage, every tale you weave, every sentiment you stir, inches your website closer to trust. So, narrate with intention, resonate sincerely, and see your audience transform from visitors to partners. You may have noticed we ask for feedback and reactions. Sometimes, we curate responses and input from social media over to our websites to reinforce our conversations.
In the bustling bazaar of the internet, where every click leads to a new world, multimedia isn't just a tool; it's the language of trust. Here's the thing: Our brains get wired for stories, not just any stories - vivid, multi-dimensional ones that dance across our senses.
When you employ multimedia on your website, you're not just adding bells and whistles but crafting an immersive experience. Think of a podcast where the nuances in a voice can convey authenticity in ways text might miss. Or consider a video where the subtle interplay of visuals and sound can evoke emotions, making your message resonate deeply.
Images? They're not just placeholders. The right photo can capture a moment, a feeling, a promise. It can bridge gaps, making the abstract tangible. And in this age of infinite scrolling, an evocative image can make someone pause, look, and most importantly, feel.
But here's the kicker: It's not about using multimedia for the sake of it. It's about choosing the suitable Medium for the right message. It's about understanding that a well-placed infographic can simplify complex data, making it accessible, or that an interactive quiz can engage users, making them active participants in your narrative.
In essence, multimedia is your palette, and your website is the canvas. Paint not just to impress but to express. Because in this digital age, trust isn't just about telling your story; it's about making your audience feel it from every angle. So, embrace multimedia, not as an afterthought, but as a storyteller, and watch your digital tales forge connections, build trust, and leave lasting impressions.
In the sprawling digital bazaar, where stories are the currency and attention is the prize, a few pioneers rise above the noise. They don't just tell stories; they craft experiences. Here are some exemplars who've harnessed multimedia to weave their digital tales:
National Geographic NatGeo transports us with every post, image, and video. Whether it's the depths of the oceans or the peaks of untouched mountains, their blend of breathtaking photography, gripping videos, and evocative prose provides a masterclass in immersive storytelling.
TED More than just a platform for lectures, TED's online presence is a mosaic of ideas. Each talk is complemented by transcripts, related articles, and interactive elements, turning a video into deep dives into innovation, inspiration, and aspiration.
BBC's Future I love its long-read section because it blends in-depth journalism with interactive graphics and videos. Long reads take me on journeys where visuals and words dance in harmony.
Spotify's 'Year in Review' One of my favorite personalization examples, Spotify's reviews craft narratives for every user. Through data visualization, animation, and snippets of your most-played songs, it tells the story of your year in music, so data feels deeply personal.
Medium I love how Medium seamlessly integrates GIFs, images, and even embedded tweets or videos to turn simple blog posts into multimedia experiences.
In the digital realm, it's not enough to tell; one must show, evoke, and invite. These sites get it. They understand a story is a symphony of words, images, and interactions in our age. And when orchestrated right, this symphony doesn't just capture attention; it captivates the soul. As storytellers, let's aim to inform, inspire, move, and resonate. Because, in the end, that's what great storytelling, digital or otherwise, is all about. Now, let's dive into why your process is also a product.
What makes your website stand out in a world of choices where every brand vies for online attention? What makes one site, page, or story resonate? Your website isn't just your product; visitors want to peek behind the scenes to learn the raw, unvarnished journey of your products' creation.
Because behind-the-scenes information feels more authentic, it can help you build trust with your audience. When your audience believes they know who you are and that you are honest, they are more likely to believe what you have to say. When people see that you are passionate about your work and that you’re supported by a team that’s equally passionate, they’re more likely to join, share, and buy. Demonstrate that you have nothing to conceal because you are willing to share everything all the time. Orlandosydney.com ( I changed Orlando Sydney's quote a tad)
Because behind-the-scenes information feels more authentic, it can help you build trust with your audience. When your audience believes they know who you are and that you are honest, they are more likely to believe what you have to say. When people see that you are passionate about your work and that you’re supported by a team that’s equally passionate, they’re more likely to join, share, and buy. Demonstrate that you have nothing to conceal because you are willing to share everything all the time.
Orlandosydney.com ( I changed Orlando Sydney's quote a tad)
When a company pulls back the curtain on its product development process, it does more than share a behind-the-scenes look because such authentic vulnerability makes a bold statement: "This is who we are. This process is a big part of our craft. And we're proud enough to let you in."
A brand and a website humanize itself by sharing the highs and lows, the eureka moments, and the stumbles. When your process is your product, your website and company become a collective of passionate individuals striving, iterating, and innovating. Your behind-the-scenes stories, rich with trials and triumphs, resonate because they mirror our human journey. We project ourselves into your challenges, borrow your tenacity, and admire your dedication.
Moreover, this transparency demystifies your products. Sharing your process shows the hours of labor, brainstorming sessions, prototypes, and feedback loops. When customers understand your 'why' and peek behind the scenes to see your 'how,' their connection deepens. You create shared journies with mutual benefits.
Trust grows from your openness. When you share successes and setbacks, your customers know you are confident and committed to sharing, quality, and inclusion. Weaving the product development process into a digital narrative builds relationships. You're saying, "Come, be a part of our story." And in a sea of transactions, such invitations to join, share, and be part of something are transformative. Let's spotlight a few websites and companies that understand the process of the product:
The American outdoor clothing and gear company founded by Yvon Chouinard, stands out for its commitment to sustainability and transparency. They share their stories through documentaries, blog posts, and even labels on their clothing. Patagonia materials, the people who make their products, and their environmental impact make that jacket you're buying a piece of a larger mission - save the planet and be warm, fashionable, and fun.
Tesla is more than an electric car company. Through regular updates, behind-the-scenes looks at their factories, and deep dives into their tech, Tesla shares stories about their innovation and our sustainable futures. Their story is a cause - changing the world's energy consumption and saving the planet. Who wants to avoid being a part of that campaign?
The Vermont ice cream makers have always been about more than ice cream. They share tales about sourcing ingredients, local farmers, and the company's commitment to social justice. When you scoop out that Chunky Monkey, you feel good because the ice cream tastes great, and you are part of a story that champions fair trade and environmental responsibility.
Martin's mother went to see "The Art of the Brick" Nathan Sawaya's LEGO art exhibit (image above) and couldn't stop talking about it (along with a few million others). LEGO invites its community into its design process. Through platforms like LEGO Ideas, fans can submit designs, vote on them, and see them come to life. It's storytelling that's collaborative and community-driven.
How do you break down fashion's barriers? Everlane details the costs of making their products, from materials to labor, and shares stories from their factories. Their transparent, authentic narrative of ethical fashion transforms their clothes into a cause.
These brands and websites share vulnerability, authenticity, and a deep respect for their audience. Websites create trust when they aren't just about selling products but inviting us to join an exciting new journey, ethos, and mission. Your website can do more than earn trust; it can help create a cause to forge a deeper, more meaningful connection. We're working on a Cure Cancer Project to share Martin's journey and put our resources, expertise, and commitment into the fight. We're tech and marketing geeks, so that we won't cure cancer, but we can kick its ass a little. You in?
In today's fragmented digital landscape, the quest for connection becomes more profound. We're seeking tribes, places where we belong. That's where our 'community in a box' approach comes into play. We wanted to make adding an online community easy for any website.
Imagine, for a moment, a space where like-minded individuals gather to exchange ideas, tell stories, and connect. Community in a Box is a curated, intentional community built around shared values and interests. The magic of the 'community in a box' approach is its simplicity. It's not about grand gestures or complex platforms; it's about creating a space where people feel seen and heard.
A brand is a voice and a product is a souvenir. - Lisa Gansky (author of The Mesh: Why the Future of Business Is Sharing)
A brand is a voice and a product is a souvenir.
- Lisa Gansky (author of The Mesh: Why the Future of Business Is Sharing)
Stories become the currency. What does each member bring to the table? It's a two-way street, a dialogue, not a monologue. And in that exchange, trust gets earned. Essentially, our 'community in a box' approach isn't just a strategy but a philosophy. It's a belief that genuine connection is essential in our digital age amidst the noise and the clutter. And for those willing to invest in it, the rewards are profound: trust, loyalty, and a community that stands the test of time.
In the vast digital tapestry where brands and tribes intersect, a few stand out for their products, the stories they weave, and the communities they nurture. Let's shine a light on these trailblazers:
TOMS Shoes: TOMS doesn't just sell shoes. They give away millions of pairs to places where things we take for granted, shoes, are luxuries. When you buy from Tom's, you join their mission. Customers share their giving stories through their platform, making philanthropy a shared journey and reinforcing the web's most powerful idea - the hub.
Slack fosters communities around work culture, productivity, and collaboration. They've curated stories from diverse teams, showcasing how they use Slack to transform work. And they're always listening, asking for feedback to evolve and serve customers better.
Peloton It's more than a fitness brand; Peloton is a movement. Their "connected fitness" tech harnesses the power of digital storytelling by spotlighting members' fitness journeys, challenges, and triumphs. They've built a community where members motivate each other, share tips, and form real-world connections.
Kickstarter: Crowdfunding isn't just about funds but faith and digital storytelling. Kickstarter is a platform where creators share their dreams and invite you and me. And everyone we know to join their cause, the product, and the company development journey. Every backed project becomes a shared success story, a testament to the power of collective belief.
Sephora's Beauty Insider Community: Sephora's website is a space where beauty enthusiasts share reviews, stories, and tips. Can you crowdsource beauty? Sephora would answer with a resounding yes. Their customers ask questions, seek advice, and celebrate each other's beauty transformations. It's a tribe bound by a shared love for beauty and self-expression.
Community in a Box is our simple answer to a complex problem - how can our customers easily add the online community they need to win hearts, minds, and loyalty? Don't just market TO people; CONNECT with them. Don't simply tell stories co-create them. And in those shared narratives, your brands and company won't just find customers. You'll find advocates, believers, and partners.
In the vast digital bazaar, where every click, view, and interaction is a fleeting moment, Brene Brown's vulnerability creates profound power. It's the power of asking for help. When your brand or you reach out, not with a sales pitch but with a genuine request for insight, feedback, or assistance, your request does something magical. It flips the script. Instead of talking at people, you're talking with them. You're inviting visitors and customers into your story, making them co-authors of your art.
Now, let's talk about the 1-9-90 rule. It's a simple yet profound observation about online communities. Roughly 1% of users are creators, actively contributing and shaping the narrative. About 9% of commentators engage, refine, and respond to the content, especially if it comes from your 1%ers. The remaining 90%? They're the silent observers, the listeners, and the readers.
By asking for help, you're not just reaching out to the vocal 1% or the engaged 9%. You also speak to the silent 90%, showing your readers that their perspective and silent nod of agreement or disagreement matter.
Asking is just the beginning. The magic happens in the curation, in the careful, respectful acknowledgment of every response, every interaction. Your website builds trust when you value feedback and show that every voice, whether a whisper or a shout, has worth. Create conversations, not monologues, and don't get bummed if it takes a LONG TIME before anyone responds to your requests.
The web isn't just a marketplace of products; it's a marketplace of ideas, stories, and connections. Every click, every share, every comment is a form of currency. And the exchange rate? Trust. You build trust bridges when you share valuable content, whether curated from trusted sources or your insights.
Curated content is a service that tells your audience, "I've done the homework for you. I've sifted through the noise to bring you the symphony." On the other hand, when you create original content, you open a window into your world, thoughts, and ethos. It's your invitation to a conversation, a dance of ideas, a dance where authenticity is your most graceful move. Authenticity is your table stakes, turning broadcasting into connections.
But here's the catch: More is needed to be good in this age of infinite content. Good is expected. To truly earn trust, to truly resonate, you must be generous. Generous with your insights, your vulnerabilities, and your humanity. So, the next time you're about to hit 'publish' or 'share,' ask yourself: "Is this a gift or a pitch?" Because the web doesn't just want more content; it craves more connection. And trust, dear reader, is the thread that weaves it all together.
In the vast digital marketplace, where every click is a choice and every voice yearns to get heard, a few brands stand out for their dialogues. They've mastered asking, listening, and weaving those voices into their narrative.
Everlane, Could your company commit to "radical transparency"? For Everlane, radical transparency isn't just a tagline. They solicit feedback on new product launches, and their 'Choose What You Pay' model directly crowdsources how they price using customer input. Their consumers are collaborators because they pull back the curtain on their supply chain and pricing and respond to ideas and information.
Starbucks The 'My Starbucks Idea' platform was a masterclass in community engagement. They invited coffee lovers to pitch ideas, big or small and then showcased the ones they implemented. My Starbucks Idea was about something other than engaging an audience and co-creating new Starbucks experiences.
Mozilla, The organization behind Firefox, has championed the open web, and they walk their talk, crowdsourcing their bug hunts, product development, and code. Before AI code, there was crowdsourced code at Mozilla.
Threadless: Ever want to turn the traditional retail model on its head? Instead of deciding what designs to print, Threadless asks their community. Artists submit designs, the community votes, and Threadless produces the favorites. Every shirt tells a story of a community's collective choices.
Each brand, company, and website supplies "ask for help" lessons. Open your doors, invite people in, gather feedback, and build trust. And in our age of digital noise, those "ask for help" connections become powerful renewable currency.
In a world saturated with content, where every scroll brings new ideas, curation, such as our Tech Tuesday feature, is an act of service. Content curation is the art of selecting, refining, and presenting content in a way that adds value. But here's the twist: True curation isn't a solitary act. It's a dance, a collaboration between the curator and your community, such as our Flipboard magazines.
Curating with our community, he says, "I see you. I value your input." It's a recognition that our (or your) brand doesn't have all the answers and that wisdom often resides at the edges, not the center. By weaving community voices into the fabric of our content, we're building a rich tapestry of voices, people, and ideas.
Curation fosters connection. It transforms the vast digital ocean into navigable rivers. When a brand or your website takes on the role of a thoughtful curator, you create context. Tell your audience, "In this vast expanse, here's what matters. Here's what's worth your time."
Curation isn't about playing it safe. It's about taking a stand, making choices, and declaring, "This content shares our WHY, and we believe it is worth sharing." And in that declaration, trust is born. Because faith isn't just about reliability; it's about resonance. Connections happen when your visitors align with your values, aspirations, and curiosities.
In the vast digital ocean, some websites stand out not just for their original content but for the art of curation. They understand that curation adds value, context, and perspective. Here are a few excellent content curation websites:
Medium One of the best "share your stories and ideas" platform on the web, Medium is an awesome tool we use almost daily. There is always someone we follow or learn about saying something worth our share, admiration, and appreciation.
Brain Pickings Maria Popova's Labor of Love is a content curation masterclass weaving together literature, art, and science. Every piece feels handpicked, every connection thoughtfully made. If you haven't visited Brain Pickings you are missing one of my favorite online experiences.
Pocket While it's a tool for users to save articles, the 'Best of Pocket' showcases the most saved and shared pieces, offering a curated look at what's resonating with readers. If that sounds like the art of behind the scenes content I agree.
Feedly More than just an RSS aggregator, Feedly offers insights into the most popular articles in various categories, helping users discover content they might have missed. Feedly and Flipboard are tools our team uses daily. I'm building an applications program interface (API) to help automate some of the content curation Martin, Rachelle and our team does. Stay tuned.
Artsy Martin is a big Artsy fan. He likes showcasing artists and organizing their work into categories. While he is yet to make his first Artsy purchse I can tell its coming, and anyone new to content curation should check out Artsy (and Saatchi Art).
In the end, excellent content curation is about more than selection. Your content curation is a service your customers will appreciate, follow, share, and love. Find your website's balance between creation and curation, conversations, and masterclasses, and you'll create the trust needed to win customer hearts, minds, and loyalty.