The Trust Manifesto
For far too long, our economy and culture have been decayed by the cancer that is mass marketing.
The marketing industry has over time lost respect for its role as the guardian of the relationship between a company and its customers. A practice once based in earning and protecting trust has eroded into the habit of obtaining the most promotion for the least amount of effort. Marketing no longer sees people but rather numbers and dollars.
Simultaneously, just as marketing has dissociated the human element from its public, the industry has likewise stripped the lifeblood of creativity away from the artist. As this trend has continued unabated, innovation, inspiration and passion for the craft, once entrusted to the artist, have been sacrificed in the quest for easy gain.
As we enter an age in which the methods of communication have been revolutionized, the old systems of mass marketing have been rendered ineffectual. In a marketplace founded by, built by and existing for the people, trust is the only fundamental currency.
Therefore, the following maxims are hereby set forth as necessary elements to earning and keeping trust in the marketplace:
All must be rooted in building trust.
Any and all resources dedicated to the promotion of business must directly or indirectly be founded in trust. There are no shortcuts to developing an authentic relationship between company and customer.
Earned trust is the result of a personal investment.
Customers must be seen as people, not statistics.
Passion for the work comes first.
For marketers, the quality of work supersedes all measure of profit. The task of building trust demands time, money and sacrifice.
Creativity is not a fixed commodity.
Creative ideas are the foundation of good marketing. As such, an ongoing investment must be made in cultivating an environment that breeds creativity.
The artist must be respected.
Artists are the architects and guardians of trust. Marketing must respect its designers, writers, illustrators, photographers, engineers and all that create the element of trust.
Nothing must come between the artist and the client.
Companies must have direct access to the artists that are charged with forging trust. Likewise artists must be able to engage in clear and open communication.
Only one owns the spirit of the work.
While there may be many involved in the process, one person must assume ownership of the task. Creativity by committee will always fail.
The marketing firm that adheres to the principles of building trust must always defend and protect its own industry from practices that remove the human element from the marketplace.
All entities in the business of earning trust are obligated to illuminate what is wrong and fight for what is right.