I'll trust it if you trust it.

Part 2 in a series on brand metrics, emotion, and how perception drives $$.

Today we’ll answer: what is Cialdini's Social Proof Theory and how to use it without faking it. Class is in session.

We like to believe we’re independent thinkers.

Smart. Skeptical. Immune to hype. But then we scroll the reviews before booking a hotel. We choose the crowded restaurant over the empty one, or buy a book because we saw a few people talk abo…