I've said for years that trust is the most important thing on the Web. What we praise about the Internet: the anonymity, the lack of formal institutions, does also take away most of what we normally build our trust upon. It is obvious to me that in order to succeed in communicating or doing business on the Web, you need to build trust.
Adrian has taken this a long step further, into working business models for the net. I never thought of this, but he makes it so obvious: trust is also the basis of Internet economy.
Read it in Adrian's blog, you won't find it in McKinsey Quarterly.
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