We shifted from Engage to Trust.
Maybe Engage was too far ahead: you can't engage someone without Trust.
Trust comes before and, apparently, we begun to build a house from the ceiling.
We advice, we speak, we write, sometimes we get paid for and we expect others to believe in what we do.
But our customers must have in us the same Trust that old kings and queens had when financing Columbus and Magellan's expeditions.
So be prepared: a diluge of posts and comments about Trust are going to flood the blogosphere.
Are you ready?