Strong Feelings

Margot Bloomstein wanted to find out how companies can beat cynicism and build trust in this moment. Years of research and a new book later, she has the formula: voice, volume, and—the scariest for all of us—vulnerability.  Margot Bloomstein is a brand and content strategy consultant, speaker, and the author of “Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap, just out this spring. As the principal of Appropriate, Inc., she has helped organizations ranging from Harvard to Timberland engage their audiences with transparency, consistency, and clarity. Now, in Trustworthy, Margot opens up about how brands, and consumers, can use vulnerability and transparency as powerful tools to affect change.Being able to look at ourselves in the mirror and say, “What is uniquely me? What makes me distinct,” that's hard. And I think it goes back to that point of vulnerability. We have so much discomfort about confronting not our strengths and flaws, but our humanity—what makes us unique—that the ide