You're Invited Part of 5/25 is is especially the case if we t | Blinkist Summary Book

You're Invited
Part of 5/25

is is especially the case if we think they have expertise that we lack. Or we trust people who are familiar to us. In fact the longer we’re exposed to something the more likely we are to trust it. A survey of the top 100 trusted companies revealed that only two were founded in the last 20 years.
The key message here is: Building trust quickly is essential to creating community.
Now you typically won’t have 20-plus years to build trust with new friends colleagues or clients. So how do you build trust quickly? One way to do it is to rely on trusted referrals. Cutco Cutlery used this trick to become the leading seller of cutlery in the US over the last 30 years. 
The company doesn’t use advertising or sell in shops. Rather it sells to a network of people door-to-door. When Cutco sellers visit new clients they make sure to emphasize that they’ve been referred by a trusted friend or neighbor. The new client then tends to trust them on the basis that their friends do. This is known as “th