“You can trust me.”
Easy to say, very hard to fulfill.
There are thousands of blogs, webinars, or conference presentations on the topic of building trust, running companies with purpose, or being an authentic brand. In our capacity as communication consultants, our job is to advise clients on strategies that reflect the current state of the world, and today that means talking about purpose, integrity, or “being human.” Despite this good advice, trust in most institutions is low as evidenced by The Edelman Company’s recent pronouncement of a “crisis of trust.” How is that possible? How can trust be at low levels with such good counsel?
The answer lies in how we think about trust. We perceive it in a very formulaic way, often constructing frameworks or building statistical models with the goal of distilling trust down to a linear set of relationships. This approach allows us to conceptualize trust and offers an illusion of cause and effect. The problem? Trust is not a formula, it’s a cultural system.
Cultural systems are a complex and interconnected matrix of conditions that influence how we work, think, and relate to one another. They are not obvious and impact decisions in ways that are subtle and hard to explain. In Kent's talk, he will explore trust as a cultural system and suggest the means to gain new insight into how people think and make decisions. From these insights can come unique and meaningful new ideas that get results.
Members: $25, Guests: $40, Students: $20
Kent Stones has been studying people and culture for 35 years, collaborating with large and small agencies like RPA, Digitas, and Callahan Creek, as well as with Fortune 500 companies like Sprint, American Century and Heineken.
As a planner and entrepreneur, his passion is bringing the same level of analysis and insight that big agencies have to independent agencies or small marketing teams. Kent believes these small, nimble groups are best positioned to win new business because they bring bolder, more innovative ideas to the table. With the right data and insight behind them, entrepreneurial agencies can inspire confidence in their ideas and earn work with today's biggest brands.