Big data. Macro trends. All those fancy info graphics. If you’re General Motors or Samsung or Pepsico, these long term trends matter because you need the masses. But if you’re like most of us — smaller, local Kansas City businesses — you don’t need tens …

Sure you can build your business on faster (think QuikTrip and how quickly they check you out), or cheaper (like Cargo Largo). That works right up until someone comes along who’s even faster or cheaper. Everyone else has to build trust.

It’s simple really. Most advertising talks about the client, the product or to the cleverness of the ad agency. As a customer who only really cares about my own needs, that (like most advertising) is easy to ignore. There is a really simple fix: