Your business has a trust engine. Where is it located in the car’s chassis?
Are you a Porsche (rear engine) or a Supra (conventional front engine) car?
Does your business build trust during project delivery (Porsche)? Or before (thought leadership/authority)? Or both?
Obviously this is an oversimplification. Most businesses can do some level of trust-building at various points along the journey. In our metaphor, that would mean the car has several engines; maybe a small underdeveloped one in the front and a powerful, refined one in the rear. So yes; I’ve oversimplified here.
Yet, there’s a truth in that oversimplification: it’s hard to have two good engines in the car if you have the kind of constraints many tiny or solo businesses have.