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Martin G Bauer

Integrity is one of the six central building blocks of trust for entrepreneurs, along with customer focus, competence, aura, results and personality. Being integer means acting in such a way that one’s actions are in harmony with one’s own values. I go one step further and add that the actions must optionally also be in line with the communicated overarching corporate purpose. What does this mean in detail and how can it be used to communicate trust for one’s own trustworthiness?

Preliminary remark: Integrity is not to be confused with authenticity. Very often one reads how important authenticity is for…


Whether you are founding a new company, just starting your own business, or your outdated website is in desperate need of a relaunch, the question arises: do I do it myself or do I find the right service provider for it? The same question also arises in medium-sized companies, which often have hired digital managers. In principle, they are or should be able to revise websites themselves or only need one or the other specialist to supplement them.

As the head of a digital agency, my answer should be clear. Hire someone, of course. But it is not that simple.


Results are the third major building block of trust after customer orientation and competence. What could be more convincing than a series of successful references? How these are best communicated varies from one industry to the next.

What are relevant results?

First of all, it is important to find out which results are worth communicating at all. Today’s business world is characterized by a high degree of competition, except for very few specialists. Whether I’m looking for a craftsman, a lawyer, a doctor or a communications agency — I have many to choose from in any case. The situation is…


Heute möchte ich ein Buch vorstellen, das mich angesprochen hat. Es ist das Buch „The trusted advisor“ von David H. Maister, Charles H. Green und Robert M. Galford aus dem Jahr 2000. Auf 225 locker geschriebenen Seiten beschreibt es in drei Abschnitten, wie sich Berater verhalten können, um eine vertrauenswürdige Beziehung zu ihren Kunden aufzubauen und zu erhalten.

Grundsätzlich konzentriere ich mich mit meinen Vertrauensbausteinen auf den Bereich der Kommunikation, in dem man sich noch nicht persönlich kennen gelernt hat. Dieses Buch geht weiter und ist vor allen Dingen im persönlichen Kontakt stark. Das Vertrauen in Berater oder Beratungsunternehmen wird…


The person of the entrepreneur and his personality plays a major role in building trust — for smaller companies and self-employed people anyway, but equally as the head of a large company. The managing director, owner, or CEO stands for the company and shapes the image. Personality is an essential building block of trust, which also pays off on the trustworthiness of the company in the new customer process.

Of course, the effect is even more decisive in the personal meeting. Here, factors such as posture, gestures, dialect, and style play an important role. In times when videos play an…


Today I would like to introduce a book that appealed to me. It is the book “The trusted advisor” by David H. Maister, Charles H. Green, and Robert M. Galford from the year 2000. In 225 loosely written pages, it describes in three sections how advisors can behave in order to build and maintain a trustworthy relationship with their clients.

Basically, I focus my trust-building blocks on the area of communication where people have not yet met in person. This book goes further and is strong above all in personal contact. Trust in consultants or consulting firms are addressed from…


Maybe you know this feeling: You have the best product or have worked for weeks on the perfect service. Now everything is finally in place. Now the customers should actually come all by themselves. Word must get around about the great features of this product. Well, it doesn’t happen all by itself.

So you start a marketing campaign, have a website programmed that describes all the amazing features of your great new product down to the last detail, and even go to the appropriate trade fair. There you show everyone your great product and explain all the components. But hardly…


Competence consists of a combination of expertise, process knowledge, experience, passion, and capacity. Successful companies are often so good, especially over longer periods of time, because they do what they do with great passion. It’s important to show that, too.

I well remember the plant tour at a new customer of ours that manufactures equipment to check laser-controlled production machines. This is enormously important for printing presses, for example. Even the slightest imbalance would cause the results to be impure and, in extreme cases, the entire machine would break. For this reason, inspections must always be carried out to ensure…


Both experience in a field and being on the cutting edge can be important when approaching new customers. Is it an either … or … or a both … and …? Which provides more trust for the potential customer?

I would like to consider this question using the example of doctors.

When I go to a general practitioner with a common illness (let’s say the severe flu), the doctor’s experience is immensely valuable. He has seen similar cases hundreds of times, tested different treatment methods, and observed the healing process accordingly. It has happened to me with a good and…


Presenting processes correctly in communication is an art in itself. Knowing how to handle processes well is as much a part of the entrepreneur’s or organization’s competence as expertise, experience, passion, and capacity. All are important for new customers to understand if someone is competent to provide the service they are requesting.

I remember well the beginning of my business career. Alongside my studies, I first founded an Internet startup and then a digital agency. Things got off to a pretty quick start in both companies. We had no idea about processes. The theoretical knowledge from my business studies immediately…

Martin G Bauer

Martin is a content marketing and trust expert, trust building coach and digital entrepreneur. https://www.coco-content-marketing.de

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