David Amerland

“without the mind the body is not capable of delivering anything beyond an average performance.”

“These mental and physical components of self­ belief are closely interlinked. They are used to slowly interweave the per­sonal narratives that very effectively create a powerful sense of identity.”

“We cannot learn something new and stick to it without a modular approach to application, positive reinforcement and a real change of environment.”

“Communication without a specific focus is just noise. It achieves little beyond taking time and energy.”

“When it comes to identity we are all constructs. Who we think we are is the result of our upbringing, memories, skill set, knowledge, experiences and personal belief system. Of all the onion layers that make us who we are, our belief system is what powers our core. It’s what creates the essence of a human being and makes it possible for each of us to exceed our limits, confound expectations and do the impossible.”

“Familiarity with the brand requires some experience of it (via advertising, word of mouth, internet publicity), Confidence comes with the perception of competence in the brand itself (which is why new brands really need to work hard for people to experience them first) and Trustworthiness refers to the sense of whether the brand is going to live up to its promise of reliability for the price paid.”

“We are hard-wired to engage with those we trust, and this hard-wiring has led to a constant push for greater interaction and connection on the Web.”

“Reality is not a thought experiment.”

“When something is as fundamental as trust the danger is that everyone thinks they understand what it is and therefore fail to define it.”

“Trust is what monetizes the attention economy.”

“The moment you establish a line of communication between two points, you subtly change both. That is also true for the way the brain is affected by the mind.”

“The greatest challenge on the Web in the twenty-first century is to connect with your target audience in a way that enriches both them and you.”

“In the digital domain trust is now important not only because we really need to know how to trust people and whom to trust but because we need others to trust us and have to learn how to help them do so.”

“Every relationship is governed by motive, capability and reliability and these three factors become the core components of the trust equation”

“Fathom your motivation so that you understand what you are prepared to do and why.”

“A business needs a character and an identity, just like a person and just like a person it needs to have a Voice.”

“Our insecurities drive us. Our fears control us. We try to hide the first and deny the second and it is exhausting us.”

“Marketing effectively, in a semantic web, revolves around those three ‘little’ requirements: Trust, Authority, Reputation.”

“We trust strangers not because they are always trustworthy but because we want to believe in a world where they are.”

“Trust cannot, in the real world, be just a matter of personal choice.”