trust is the biggest complexity killer
and one of the biggest assets
why do i think so and what is the
relevance for you
where do you have to pay attention where
to change or set priorities for the
future
great youtubers here is the guy with the
swiss accent with a new episode and
fresh ideas around sensors and
microcontrollers
remember if you subscribe you will
always sit in the first row
the cambridge dictionary defines trust
as to believe that someone is good and
honest and will not harm you or that
something is safe and reliable
looking at this definition trust seems
to be one of the most important words
probably in the same category as freedom
or love
but why is it the number one complexity
killer
and how is it created
let's assume you trust somebody or
something how do you behave
do you check every detail before you
engage with the person or before you buy
or use something no of course not
but what if you do not trust
you have to check everything engage a
lawyer to write big contracts and so on
and so on
on the lowest level of trust you do not
use a product or engage with a person
even if the offer seems to be good
because you fear dishonesty or even harm
you see it is very complex to live in a
non-trusted situation because you have
to add many steps that are not needed
with trust
life becomes much more complicated or
complex
if we look around us we see that an
increasing part of product cost has to
be paid for complexity
thousands of new lawyers entered the
field every year and more and more laws
seem to be necessary all the time
but our lives are even more affected
if we cannot trust we lose too much time
to check if everything works as promised
or expected
so it seems to be extremely important to
create trust to free up all those
resources and save our money and time
a few essential questions arise
whom do we trust
how is trust created or destroyed
here is what i think the easiest way to
create trust is by believing an
advantage of religions
and of communities that work similarly
this is why the pope or similar persons
are trustworthy even if we do not know
them personally or did any transactions
with them before
or we trust that there is something
after our debt and adjust our behavior
even if most of us have no proof for it
a lot of religious people report that
their life is easier because of that
trust
this level of trust usually is not too
relevant for our business or hobby but
there is more
the second way to create trust is the
clan
most people trust their family or close
friends
the trust level is reduced with the
distance from our tribe
especially if different languages
beliefs or looks are involved
this is why we trust if a good friend
says that he or she is happy with a
product
and this is where social media want to
participate and where they created the
new profession of influencers
we will later see what this means for
this channel
the third way to create trust is
branding if we look at which professions
are trustworthy for example we see that
firefighters or nurses are globally on
top
even if most of us never needed
firefighters
engineers luckily seem to be relatively
high on their scale too
it specialists are ranked lower and if
software companies continue with weekly
release cycles and testing by the user
we will probably see them going down
every year a little more
if you are a politician you suffer from
branding because this profession seems
not trustworthy at all
i always thought that car salespeople
are at the bottom
so i learned something
branding is great because it can copy
trust in a new product or service
if you see a nurse you never saw before
she or he will most probably profit from
the brand and you trust without any
further proof
cool
the same applies to bmw or ikea by the
way
all these examples assume that the
trusted brand is already established but
if we deal with something new
and without the brand how can trust be
created from scratch
how can you build your brand
trust usually is created by learning
if you use something many times without
hassle you were trusted
if you use several products of a
formerly unknown brand with success you
trust the brand and if somebody gave you
good advice or helped you in difficult
situations you trust this person
this route of course is the hardest
but it is usually needed if you are not
a pope family or a firefighter
these were my two sins but who do you
trust and why
can you agree with my analysis
the discussion in the comments is open
as usual
the next question is of course how trust
is destroyed
it is destroyed the same way as it is
created just with a negative sign and
usually much much faster
defective or unreliable products lying
and cheating are fast trust killers
as a rule of thumb
if you exceed expectations you increase
trust and if you do not meet
expectations you destroy it
so managing of expectation is a big part
of creating trust
under promise and over deliver is a good
rule for success
maybe you ask yourself how valuable is
my personal brand for my environment
what is my plan to increase its value
january 2021 is a perfect time to create
such a plan
now we look at this channel and we see
these principles working
the first and foremost showcase is
aliexpress without aliexpress this
channel would not exist because our
hobby still would be complicated and
expensive
i placed my first order in 2013
and most of my friends including my wife
said that i'm crazy to send money to
china
according to what we learned before the
chinese were far from my tribe
and therefore did not deserve a lot of
trust
for a lot of people their trust level
probably was below politicians on the
trust scale
why did i place the first order against
good advice
and what was wrong with me to order a
milling machine for 2 2195
one month later
i did it because i only had to trust
aliexpress not each merchant
they promised i get my money back when
the products do not arrive or if they
are faulty
the only product aliexpress sold back
then was trust
and probably still is
back then they used 100 tracked packages
like that the merchants who of course
also did not trust this bloody guy with
a swiss accent saw when i got the
package and when their money was due
so both sides only had to trust
aliexpress
a perfect idea
remember
chuck ma alibaba's founder became the
wealthiest chinese
just by selling trust
i have to admit
some people would call me naive
i'm an optimistic person and usually see
the good before i suspect the bad
this helped me to reduce the complexity
of my life considerably and increase my
success but i also had to pay a fee once
or twice
still it was an excellent decision for
me
if you are young think about it
over time aliexpress became an
established brand and a lot of people
purchase with them
the same applies to amazon by the way
with the difference that it was much
easier for an american company to
establish trust in europe or the us
yes i know that not everybody has the
same experience and do not trust or buy
from them
the next example is the content of my
channel
if i read the comments i know that many
people trust me or my opinion why is
that
for the swiss maybe because i'm swiss
and belong to their tribe
for the engineers too because i'm one of
them
for all others i had to earn their trust
by creating more than 350 videos where i
try things out compare and test or do
some projects that can be copied
i reduce your life's complexity and free
your time because with this trust a lot
of you hit the order button without too
much thinking the biggest complaint in
the comments by the way is that you
order too much after viewing my videos
many viewers also write that they
restarted their hobby found a job or
even started their own company with this
channel's help
i'm delighted when i read such content
if you my viewers would not trust me the
content would be of much less value
because you would have to do the tests
or comparisons yourself or you would not
buy something because you would not
trust that it works
like video number 191 published in march
2018 where i introduced a vector network
analyzer for 150
before such devices cost a few thousand
dollars and nobody trusted that these
cheap toys have any value i ordered one
and went to a colleague to compare the
cheap device with an expensive one from
a trusted company in the video i was
able to show that it is good enough for
our purpose
because i was able to create trust many
many viewers bought such a device and i
know most of them were extremely happy
with that decision
nowadays everybody involved with
antennas has such a cheap vna in his lab
or shack
trust at its best
i could now use my earned trust and
become an influencer by working together
with companies interested in using my
hard-earned trust for their purposes
companies these days pay a lot of money
for trust because it is precious
if roger federer uses nike shoes to play
tennis this fact is worth millions
he sells his trusted relationship with
his fans to nike and other companies
i tried a light version of this concept
by accepting free of charge goods i
stopped it as soon as i had enough
patreon money to pay for all products
used on the channel
i can assure you it is different to
review something you got free of charge
and i wouldn't say i liked this feeling
now you know what you can expect if
youtube shows this video contains paid
promotions
another thing is companies who sponsor
the channel with products or services
like patreons
they deserve to be mentioned because
they help all of us like the swiss
keysight distributor in video number 245
you see the heart of this channel is
that you can trust me with this trust
you can reduce your life's complexity
and have more time for fun
or be more successful in what you do
this is also why the channel carries my
name and this will not change as long as
it exists
also no change is planned with the ads i
still refuse to enable mid-roll ads
because i never liked them
personally i recently changed to youtube
premium and i have to admit that i
should have done it much earlier because
as a heavy youtube user it is much more
fun to watch my favorite channels
without ads and still support the
creators
two things however will change in the
new year
the first fewer mailbag videos
looking at the list of low performing
videos i discovered a lot of mailbags
this tells me that you do not like them
too much
and second i will adapt the frequency of
videos to grade scott's schedule
three videos in a row and then one
sunday without the video
this reduces my workload and leaves room
for site projects which sometimes also
appear on the channel but on thursdays
i hope to adjust my schedule to great
scott that you always have at least one
video on sunday if you are subscribed
with both channels
running such a channel needs a lot of
resources this is why i immensely thank
all my patrons for their support
you help a lot to keep the channel
independent as you saw the rest of the
viewers also profit from this fact i
hope this special video was useful or at
least interesting for you if true please
consider supporting the channel to
secure its future existence thank you
i wish you a happy and successful 2021.
[Music]
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