A short YouTube transcript excerpt (Mark Simpson, uploaded June 13, 2023) emphasizing the importance of building community and 'horizontal trust' by speaking honestly and humanely to audiences. The speaker argues that vertical trust has declined and that brands/creators should foster peer-level trust, shared values, and authentic experiences to engage and retain communities.
There's that cling and that community and that sense of coming together and a meeting of minds and a meeting of values and a meeting of things that are important to. To you. So I think if you speak honestly and, you know, in a very human, natural way to your audience about what you have on offer and how, you know, the experience that they can. They can achieve with you, I think that's really where you start to win, where you can start to build that community, build that trust. I think they call it horizontal trust now, because the vertical trust gone. So you're looking for the horizontal trust and experience and the values in the community. And I think that is going to be more important in the way we speak to our audiences these days.
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