The Trust Factor: Harnessing Empathy and Authority to Build a Magnetic Brand
J.J. Petersonblog.hubspot.com
The Trust Factor: Harnessing Empathy and Authority to Build a Magnetic Brand
The two things a brand must communicate to position themselves as the guide are Empathy Authority
Donald Miller • Building a StoryBrand: Clarify Your Message So Customers Will Listen
A Guide Is Empathetic and Authoritative