The StoryBank
Stories have impact. When we use them in our business conversations, they make our messages clear and memorable. We are all great storytellers, but we can't be a one-story wonder. This podcast is designed to help you build your story collection.
The StoryBank
Episode 166 – Many Believers. Zero Passengers – Belief is Cheap. Trust Costs.
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"Nobody ever got fired for buying IBM."
Last Sunday, I chanced upon an interview with John Kim, author of the recent book ‘The Tao of Fundraising’, that brought this old adage alive.
Kim, an investment professional credited with raising more than $70 billion over his career, said something that stuck with me: most fundraisers are good at capturing attention and building interest. Many can even use logic to walk a prospect all the way to "yes, this makes sense" and still hear no.
The reason, he says, is the gap between belief and trust. That’s exactly what the IBM adage captured. Buyers often believed a competitor's product was better or cheaper, but they trusted that choosing IBM would never make them look reckless.
The interview sent me down an internet rabbit hole on the difference between belief and trust. And deep in that rabbit hole, I found a story, from a summer morning in 1859, that brings this gap alive like nothing else I've read.
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