‘Trustability’ and why negative reviews are good for business

The counter-intuitive headline ‘Negative reviews drive sales, claims marketing expert’ on Marketing magazine’s web site caught my eye. But as I finished reading I was left none the wiser about why. Normally I would have stopped there and thought no more about it but the man behind this claim is Don Peppers, a widely-acknowledged marketing expert. To get to the reasons for Peppers’ claim I had to spend an hour ... read the full post »