A Review of Extreme Trust by Maz Iqbal

Posted on May 29, 2012 by in News

Maz from The Customer Blog has written about Extreme Trust 3 times in the past few weeks:

“How best to describe Extreme Trust the latest book by Don Peppers & Martha Rogers?  Perhaps the best place to start is to compare it with the other books Don and Martha have written.  Which is the book that is the closest to Extreme Trust in its flavour?  The One to One Future.   That book, The One to One Future,  was a delight to read and it said what needed to be said about the state of marketing and spelled out the future.  Extreme Trust has a similar flavour and had provided me with a similar experience.   What did I like about it?  What spoke to me?  In Extreme Trust, Don and Martha do the following effectively:

  • Inject human beings and in particular the social/co-operative/empathic being of human beings back into the whole Customer conversation – yes, look closely and you are likely to find that for all the talks about relationships the focus of the Customer movement has been on processes, data and technology (that is as true for Don and Martha as any other authors);
  • Address the ‘elephant in the room’, the greed based, short term focussed, deceitful/manipulative context of ‘business as usual’ which is oriented towards/focussed on extracting revenues and profits from customers usually by taking advantage of the ignorance/vulnerability/helplessness of customers;
  • Explore the theme of trust – why it matters, how it operates, what difference it makes, what benefits it delivers to social life and business/organisational life; and
  • Spell out the why/how organisations will have to become ‘trustable’ whether they want to or not – social technologies, smartphones and the fundamentally social/moral wiring of human beings make it inevitable

Extreme Trust is not a book about marketing, it is not a book about customer service, it is not a book about social media.  Extreme Trust, if read/viewed through a wide angle lens, is essentially about a new paradigm in business which involves and impacts everyone – the Tops, the Middles, the Bottoms, the Customer, the Community.  Essentially, Extreme Trust sets out a new philosophy of doing business based on an understanding of the social being of  human beings and how social media has given real weight to the hollow sounding expression “The Customer is King”. ”

To read more of this review, please visit The Customer Blog.

Tags: ,