Who Can You Trust? How Technology Brought Us Together and Why It Might Drive Us Apart,
Rachel Botsman, Penguin, 2017 | First edition: November 2017.
Hundreds of years ago we only trusted people we knew in the village. A hundred years ago brands (think Heintz 57) were invented, and we trusted them. Now we trust the AirBnB host based on her reputation, presumably based on accumulated user reviews (why are they always 4.1 to 4.9?).
Rachel takes all through all aspects of trust, showing how it has evolved historically, how it works today, how it affects our on-line life.
This is incredibly important to democracy, and malefactors who know how to game trust can affect the outcomes of elections.
The importance to business cannot be over stated, as social media ‘likes’ of a product become more important to a customer than the old way of visiting a store and touching it.