Trust compounds

The most important work in marketing is the least glamorous: genuinely connecting with the person on the other end. Not the segment, not the persona — the person.

Trust is slow to build and quiet when it works. It does not spike the way a viral post does. But unlike attention, it compounds. Every honest interaction adds to a balance you can draw on for years.

So I try to build slower than the algorithm wants me to. Win the customer, not just the impression, and the returns keep arriving long after the campaign is over.