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Consumers are experiencing a crisis of faith. According to the Edelman Trust Barometer, today only 52 percent of global respondents trust businesses.

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The keyword here is niche. Pick a narrow lane, and own it. I've struggled with this myself, trying to sell more products than we can possibly keep track of.

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Have you ever looked at a really successful brand or person – a celebrity, say, or a big company – and wondered, “How on earth do they do it?”

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When consumers are overwhelmed with options, marketers should give them what they really want: ways of shopping that lower the cognitive stress.

September 28, 2018 By Cydney Hatch Business, Marketing, Uncategorized

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