you. As a consequence, if you want to build credibility and trust with a new contact, perhaps to win new business, you can build credibility by associating with like-minded people.
It’s the same as displaying who you've worked with on your website. As a new customer, if I've seen that you've worked with Apple, Google and Amazon, a couple of things come into play. First, social proof. I know these global players, and if they have worked with you, your company must be good. Second, credibility. I use Google, Apple and Amazon myself, they are some damn cool companies. Because they are damn cool companies and have worked with you, you must also be a damn cool company.
It’s another human misjudgement. A quick and dirty assessment by the mind. A lot of the time it works well, and is probably fine for the small decisions. However, if you are making a big decision, like spending money with a company, or engaging consulting services, take a step back before committing. Look at the facts. Judge from a zero base. Remove the badges and testimonials. Look at the track record. What have they done in the past? Have they achieved results? What are the risks? What are the alternatives?
What experiences have you had with social proof and credibility that have either helped or hindered you? Let us know in the comments.