Guy Kawasaki - "So the key to trustworthiness, I believe, is to understand the sequence of events. And the way trustworthiness works is you have to trust other people before they will trust you. have to trust other people before they will trust you. There is a definite sequence. The onus, the burden, is upon you. Amazon. You have seven days before you cannot return the book. You have seven days before you can return the book. No questions asked. Go to the website. Just click return. It's removed from you. Take it back. Many people could read a book in seven days. Many people could do that. But Amazon trusts you not to do that. And so therefore, I think many people buy books that they were on the edge of buying. Another is Zappos. How many of you buy shoes from Zappos? Lots of you. Yes. So if someone had said to me, well, the business model for Zappos is we're going to enable women to buy shoes without trying them on."

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