The crux of the article is that people no longer trust big companies. Duh. But the new insight is that people no longer trust the big companies they work for, which is leading to a trickle-down effect of mistrust and corporate suspicion.
As I read this piece, I realized that the word “small” could be interchanged with “authentic”. Authentic companies will win in this economy because:
- People want to have REAL conversations with REAL people.
- Employees who are authentically excited about their job/employer/company sell their brand or service without even knowing it.
- An authentic brand creates sustainable word-of-mouth recommendations
Small companies have an advantage in that it’s just easier to be authentic. But even the biggest of companies can authentic – they just need to think and act small.