...describes the philosophy of my work and my understanding of marketing and communication.

Trust is one of the most important elements in communication in many ways: in marketing, branding and PR as well as electronic commerce and education. Mass media and web-technology create virtual experiences and eliminate or minimize face to face contact. Yet human trust is still essential for communication to be effective.

Trust succeeds where rational prediction alone would fail. Trust reduces complexity far more quickly and thoroughly than does prediction. In the absence of trust the monstrous complexity in our today's world and in many industries would paralyse decision taking processes whereas trust allows social interactions to proceed on a simple and confident basis.