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What Honesty Looks Like on Main Street: Reimagining Trust for Today’s Customers

In a world where skepticism has become default, small businesses can’t afford to treat trust like a buzzword. It's no longer just about doing good work and expecting loyalty in return. Customers today arrive at the doorstep with loaded questions—about pricing, values, sourcing, and integrity—and they aren’t always asking them out loud. Earning their trust means thinking beyond clean storefronts and polite service; it requires a culture of transparency that feels lived-in, not tacked on. Say What You Mean