How do we navigate, what can seem to be, a crazy world? Do we buy things? Do we go on vacation? Do we build something that's never been built before? When everything seems to be changing, and it seems like we can't hold onto anything, we have to look inward and think about matters to us. If you're a company, trying to rise above the noise, you have to connect with a customer at a visceral level. They want to be able to trust you, they want to know you're not going to steer them wrong. You have to be their lighthouse, pointing forward through this crazy world. When they don't seem to believe anything anymore, they are looking to believe in you.