There’s been a lot of chatter about the Edelman Trust Barometer. And I’m a little late to the party. I love David Armano’s post from about a month ago. Smart guy. Here’s one of the most thought provoking points he makes:
Who are our friends that we have chosen not to hide in Facebook—who are the people whose phone calls we take and whose e-mails we read right away? It’s an important question. If there is a company that has totally nailed the algorithm in this, I’d invest in it because I think there is a future in understanding in depth how people separate signal from noise and who truly influences their behavior from consideration to point of action.
Like Armamo, I approach things rather intuitively so this is a bit of a zag.
Here are two really compelling lines I took away from Richard Edelman’s executive summary:
Trust has emerged as a new line of business – one to be developed and delivered.
Now is the time for business to prove its commitment to profit — and purpose.
We work with companies to help them find the passion conversation, not the product conversation in an effort to ignite a movement, create company growth and spark innovation.
I personally believe the shared passion between a company’s employees and customers are where a genuine sense of purpose can be found.
According to recent Gallup Poll data, 73% of employed Americans are not psychologically connected to their work. They show up but are not passionate.
That stat is mind numbing to me.
I can’t imagine a life where I’m not passionate about what I do. Can’t imagine life without purpose. So helping your employees find purpose and passion — and drawing them closer and more connected to your customers is a big part of your organization’s story.
And another thing — shared passion and purpose absolutely create feelings of trust, openness and transparency. I know that to be truth.
So it’s about freakin’ time for businesses to get serious, get this stuff under their fingernails and see it as part of the work they do in the world.
And that’s what I have to say about that.
Now your turn…GO.