We’ve encountered the same problem for almost every business we’ve worked with. Consumers openly admit the business sounds and looks good, but it doesn’t mean anything to them.

It’s not a case of how good the business is, or ‘good vs great.’ It’s a case of complete non-connection, taking the form of customer indifference. We’ve found the root of this mystery is just one thing: trust.

Hardwired founder David Robertson tells the story of Immigrant’s Son Espresso, a coffee roasting business that took off despite starting in one of, if not the most saturated coffee markets in the world. The secret?