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Cynicism is easy. Hope takes work. Trust bridges the distance between them, and it’s under attack. Our users suffer from a crisis of confidence in services, brands, interfaces—and in themselves, when they need to assess information or make decisions. Years of gaslighting cause sales cycles to slow and people to question the goods, services, and science that could benefit them. But through choices of design and content, we can empower people and renew their sense of trust. Drawing examples from GOV.UK, America’s Test Kitchen, the NHS, Crutchfield, Zoom, and others, gain a bold vision for the future and a three-part framework of voice, volume, and vulnerability to nurture user confidence, renew trust in your organization—and even strengthen society itself.
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About the speakers
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.