Margot Bloomstein is an author, speaker, strategic adviser, and the principal of Appropriate, Inc., a brand and content strategy consultancy. For two decades, she’s helped organizations improve communication through brand-driven content strategy. Her clients include the American Montessori Society, the American Veterinary Medical Association, Harvard University, Lovehoney, Pitney Bowes, and Sallie Mae. She is the author of Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap and Content Strategy at Work: Real-World Stories to Strengthen Every Interactive Project and the creator of BrandSort™. Margot teaches in the content strategy graduate program at FH Joanneum University in Graz, Austria, and lectures around the world about brand-driven content strategy and designing for trust. Find her at https://appropriateinc.com/trustworthy or on Twitter as @mbloomstein.