Growth Ritual #68
📋 IN THIS ISSUE: Meta’s Ad Tools Redefine the Industry ~ ChatGPT vs Wikipedia ~ Machines Evolving Themselves
The Trust Economy: Why Human Connection Will Outlast the AI Revolution
In a world where AI and everything it brings will leave countless people jobless, while at the same time allowing every entrepreneur to turn their software-based ideas into reality quickly without needing investors or anything else — where competition will go absolutely wild, everything changes at a crazy pace — in this deeply uncertain world, I think the only thing that will remain truly “valuable” is trust.
To feel trust and to give trust—that's priceless.
Seth Godin takes a similar approach to all questions about the future of marketing.
He's someone known for his razor-sharp mind in the marketing world. His dozens of books and his short, punchy blog read like a collection of moments when his brilliant mind opens up to inspire us.
He says most brands are nothing more than logos and colors. Truly impactful brands are few and far between, and in the competitive madness I described earlier, brands that fail to make a real difference have increasingly slim chances of being chosen by customers.
He wants us to drop the unnecessary details and focus on what really matters: A brand makes a promise to its users.
The fundamental question is what that promise is and whether it's actually backed up with substance.
Even as technology changes at mind-bending speed, connecting with people and building trust still remain the keys to lasting success.
Godin's distinction between a "brand" and a mere "logo" is crucial.
A logo is a symbol, but a brand, he argues, is a profound promise — a commitment to deliver value and an indicator of whether a user would genuinely miss you if you were gone.
This redefinition forces us to confront the uncomfortable question: are we building something indispensable, or just another transient offering?
As AI becomes as commonplace as electricity, the real differentiator won't be the presence of AI, but how a company leverages it to fulfill a unique and remarkable promise to its users.
Consider these compelling statistics that underscore Godin's points:
The Power of Word-of-Mouth:
Word-of-mouth marketing influences an astonishing 20% to 50% of purchasing decisions, proving its immense power over traditional advertising.
A massive 88% of consumers trust recommendations from friends and family more than any other form of marketing, highlighting the credibility earned through genuine endorsements.
Products designed to be talked about leverage this natural human tendency, leading to nearly 5 times more sales than paid advertisements.
The Importance of Trust and Promise-Keeping:
81% of consumers need to trust a brand to even consider buying from it. This foundational trust is built on consistent delivery of promises.
For 28% of customers, consistent branding across all channels is an important factor in their loyalty. This cohesiveness reinforces the brand's promise and builds reliability.
Brands that deliver on their promises foster loyalty; loyal customers are 64% more likely to purchase more frequently and 31% more willing to pay a higher price.
AI as a Feature, Not a Differentiator (and Consumer Perception):
While AI adoption is surging, with 78% of global companies reporting using AI in their business in 2025, its mere presence isn't enough.
Customers are still discerning: 90% of people prefer interacting with a human for customer service over a chatbot, primarily because they believe humans understand their needs better (61%) and provide more thorough answers (53%). This shows that while AI offers efficiency, the human touch, or a clear "kindness and humility" as seen with Claude.ai, remains vital for building genuine connection and trust.
In fact, 30% of consumers say a negative experience with a chatbot would push them to purchase from a different brand. This reinforces Godin's point that breaking promises, even through AI, is detrimental to a brand.
The example of Claude.ai perfectly illustrates this point. In a crowded AI landscape, Claude has carved out a distinct identity not through flashy features, but through its commitment to "kindness and humility".
This seemingly soft attribute, coupled with transparent communication about its limitations, builds a level of trust that hyper-promising, under-delivering competitors often fail to achieve. It's a testament to the power of keeping promises, even when those promises involve acknowledging what you don't know.
Ultimately, Godin's philosophy boils down to intentionality and empathy.
From choosing your "smallest viable audience" to selecting your competition and validation source, every decision must be deliberate and rooted in a deep understanding of your user's needs and desires.
This isn't just about good business; it's about building products and brands that genuinely improve lives and, in doing so, become truly "remarkable"—worth talking about, worth advocating for, and ultimately, worth missing.
Must Read Next:
Marketing & Sales in the Age of AI: What’s Changing and What’s Next
Strategies Other Marketers Are Betting On: Decoding the 2025 Marketing Playbooks
📌 Noteworthy Apps of the Week
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Ayanza: An AI-powered platform that unifies project management, team chat, workflows, and notes to boost team productivity. It helps organizations streamline operations, improve communication, and ensure alignment from objectives to tasks.
Verisquad: Employs an AI-powered multi-agent system to combat misinformation, offering rapid and comprehensive fact-checking and claim optimization. It provides factual accuracy scores and relevant sources, empowering users to verify claims intelligently and efficiently.
SimplyBudget AI: Transforms personal finance management with AI-powered transaction logging, insightful budgeting, and effortless loyalty card management. Empowers users to easily track expenses, set financial goals, and achieve financial freedom.
The Librarian: Elevates your content strategy by transforming scattered resources into a centralized, intelligent knowledge hub. Organize and share vital information effortlessly, boosting team productivity and ensuring everyone finds exactly what they need, instantly.
✨ From Our Community 🔦
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SportsManias: Creates engaging sports emojis and augmented reality effects, empowering brands to connect with passionate fans across major mobile messaging and social media platforms. They transform fan conversations with dynamic visual content, enhancing digital experiences for sports enthusiasts.
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PostRents: Crafts exceptional residential experiences by developing and managing high-quality, sustainable apartment communities. They offer residents meticulously designed living spaces and a commitment to modern amenities, transforming city living into an elevated lifestyle.
WELCOME: A leading Scandinavian fashion house, founded in 2015. With 25+ years of combined expertise, builds standout brands and deliver premium distribution across Europe. Headquartered in Stockholm, with a Copenhagen showroom. Turns fashion labels into long-term market leaders.