When the information comes from us as marketers, people are going to be less likely to trust it. Acura can say, “We make amazing cars,” and they can provide lots of details on their products. But I want to be able to sit in that Acura myself to see if I like it and if it’s a good fit for me.

Information can reduce uncertainty. Product reviews can reduce uncertainty. But the more unbiased that information is, the bigger an impact it’s going to have. Getting authentic customer reviews is super-important. Word of mouth is the second-best thing. The absolute best thing is personal experience. You know if it works for you. The next best thing is your friend’s experience. The next, next best thing is the marketer or company saying it’s good.