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Trust is an important factor of communication

Trust can be broken by communicating a promise and not following through

  • I've observed situations where a customer is upset about being asked questions about a new topic and they feel their prior communication has been ignored.
    • A balance of give and take is important - if a customer is giving free research as well as paying for your product (or their company is paying), and they do not feel the impact of value and § Return on Investment, they may not see the use in communicating.