Having an important message means nothing, if nobody notices or cares. It’s not enough to be the best, if no one trusts your authority. Yet once you achieve authority, you win. You win bigger budgets, better relationships, and greater admiration. You build stronger loyalty, broader networks, higher prices, and (ding! ding! ding!) you earn TRUST. For over a decade, Adam Witty and Rusty Shelton have been my trusted advisors in creating authoritative messages that change the world.