We need to earn the trust of our core believers first. Our early adopters. The ones who share our values and mission. Those who will forgive our early mistakes because they believe in what we’re trying to achieve.
Then, from the people who show up every day to help us build something meaningful, who need to trust that we’ll stay true to our purpose even when progress gets challenging.
Next, from our partners. Suppliers who align with our standards. The retailers who give us shelf space. The investors who support our vision, not just our numbers.
Finally, from the laggers. People considering change, who need to trust that our products and services can help them live better, more sustainable lives.
Each player matters although they require different proof, timing, conversations, and commitments.
Everything builds from the center. It takes time, discipline, consistency, and generosity. But once we lose trust from any of them, it will be very hard to get it back.
The question isn’t just who we need to earn trust from but how we maintain it across all layers while staying true to our mission.