Marketing is complicated. Sometimes it's unclear if its working and when it will work. As marketers we make assertions and take leaps of faith. It feels complicated and it certainty feels non binary since we are dealing with the human mind.

Except sometimes it is binary.

When it comes to building an asset like trust and reputation this processes is very clear: You are either adding to the reservoir of trust or taking away from it.

The scary thing about a reservoir of water is that it is typically easier to take away from it, then it is to add to it...