Short-term results or long-term trust? Can businesses achieve both without sacrificing credibility?
In this episode of The Unicorny Podcast, Christine Alemany shares how brands can balance short-term performance goals with building lasting trust.
We’ll explore why authenticity is essential for sustainable growth and examine real-world case studies, including Boeing’s pitfalls and Microsoft’s turnaround.
What you’ll learn in this episode:
• How businesses risk losing trust by prioritising quick wins
• How Coinbase and Liquid Death achieved growth through strategic authenticity
• Strategies for balancing short-term results with long-term vision
Christine shares practical insights for marketing leaders looking to build customer trust, compress sales cycles, and foster sustainable success.
Don’t let the profit trap hold you back—discover how authenticity can be your strongest growth strategy.
Links:
Full show notes: https://unicorny.co.uk
Guest Name: https://www.linkedin.com/in/christinealemany/
Sponsor: https://selbeyanderson.com
0:00 Intro
3:33 Defining authenticity, trust and sustainable growth
13:04 Coinbase and Liquid death
18:20 The risks of cutting corners
20:07 The 4-stage process for building credibility
41:00 How can CMOs find balance
#brandmarketing #brandtrust #digitalethics #coinbase #liquiddeath