Building a brand is something that takes a lot of thought and time. Once you find what ultimately makes your readers tick on both a materialistic level and a human level, people will be able to relate to you and your words.
In the first experience, your users decide how much of their time or money they will invest in your company. Will they become a lifelong devoted fan, sharing your company with all their friends or will they drop off after the first signup?
We are influenced every day by celebrities, politicians, media, and peers. If Justin Bieber stated, "I don't believe in the tooth fairy," how many little girls would stop believing in that little magical pixie?
The widespread availability of multiple cable channels, cell phones, handheld devices, computers, and the Internet has taken America back more than 100 years to a time when navigators, or "influentials," ruled.
In 2010, Northwestern University scientists used mathematical algorithms to rank the most influential people tweeting daily. What did they find? Some of Twitter's most popular influencers (think Ashton Kutcher and Lady Gaga) aren't really all that influential.