It’s easy to say so.  Not so easy to actually do.

It’s all about trust.  If you trust your customers to get it, you can do amazing things with content.  You get to make it personal.  You can use a shared language all your own.  You can be brave.  You can even fail, and try again, and fail, and try again.  Content like that commands belief.

No trust, though, and there’s no way to create belief.  You have to cover all the bases.  You have to hedge.  You have to play the devil’s advocate.  You have to appeal to all sides.  You have to dumb down and market to the largest common denominator.  You have to tell only part of the story (the shiny part).

Can you really believe in something like that?