The Trust Catch-22

As a startup company, 4TLAS always has one hurdle to cross — trust.

We’ve had to answer various versions of the following question in conversations with every potential customer:

“What happens [to us] if you go out of business?”

I get it. I don’t blame them. I’d be asking the same questions. I have asked the same questions of potential partners in the past. 

It’s a catch-22. 

Because, of course, the answer is “if you work with us, that’s one more brick in our foundation that will assure that never happens.”

We can’t build the trust without those bricks, and we can’t lay those bricks without having our customers trust us.

So we show up. We look them in the eye. We stay transparent. We delight. We say “yes” and “no” appropriately. We solve real problems with real urgency. We put contingency plans in our contracts for our customers’ benefits. 

We don’t use sleight-of-hand. We don’t put small print in the Terms of Service. We never overpromise and underdeliver. 

We do the things we can to build that trust. One brick at a time.

That’s how you build something unshakable — one brick at a time.