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The Role Of Emotion In Building Trust (And How You Can Leverage the Emotion)

Emotion is Contagious...

Have you ever laughed, cried, felt sad, afraid or even terrified while sitting comfortably in a cinema watching a movie?

My bet is that you have experienced these emotions while engrossed in a movie. But...

The Role of Emotion in Building Trust

BECAUSE your body reflects the emotion of the person or situation on the screen the feelings you experience of fear, love, dislike, frustration, and happiness are real. They are yours. They belong to you. 

That is how a movie captivates you.

Does online video generate the same connection?

Yes, online video evokes an emotional but has a more difficult task.

People watching a video online have many distractions. Among other things they are often surrounded by other people, their environment is noisy, and your video is competing with heaps of other visual distractions.  

The movie theatre environment is fully controlled. the seats are comfortable, the temperature is controlled. Sound wraps around you like a blanket. The sound startles you or soothes you. The lighting, actors, music and editing work together to build tension.

And of course it is dark.

In short the director of the movie has your complete attention for the duration of the story. And you reflect the emotion they want you to feel inside your body. There are zero distractions for the viewers.

What about online video?

Online video does evoke emotion in your viewers which is why video is so powerful.

But, while movies have the luxury of a captive audience, a controlled environment and mind blowing music, your online video doesn’t.

How to lose your viewers in the first 7 seconds

What emotional investment do your customers have in your logo?

Well, unless you are a Sony or Toyota I have zero connection with your logo. That may change but only after we have connected. So I am constantly amazed at the number of videos that start with a logo.

Back in the 90s I advised my corporate clients to resist starting with their logos. 

Your logo is important but...

Yes, your logo is important because it tells the viewer that they are on your website. But keep it simple preferably at the top left of the screen.

Remember, you have 7 seconds to grab your viewers attention. Do this with your headline. Name the clients problem. Make a bold statement. Be controversial if you can. And then offer them hope.

I have seen some companies spend the valuable first 10 seconds displaying an animated logo.

And another thing…

Having your logo front and centre means that the video is all about you and NOT your potential customers. Video encourages people to stick around for a while which helps your bounce rate.

So don’t waste it. 

Moving right along...

Where is the best place for a video?

That depends on the type of video you create. As this post is about establishing a very strong connection with your viewers we recommend placing a video on your About Us page.

When people see you talking about your experience, your passion, your values and your motivation for starting the business, your viewers get a feel for you. You know what I'm talking about.

When you meet someone for the first time sometimes you get good vibes and others negative vibes. We may say to a colleague

“I don’t know why but I trust the guy.” Or, maybe you feel uneasy.  “I’m don’t know why but it doesn’t feel right.

These feelings are all come from behind the scenes. They are generated deep in our subconscious minds.

What does this mean for you?

First we need a bit of background. If you want even more information on a particular section the read more gives you details of the research this article is based on.

Cinema takes viewers through an experience that evolves over time, grabbing their attention and triggering a sequence of perceptual, cognitive, and emotional processes. ​Read more…  

When we watch a movie or video we “connect” to another human being before us because our brain mimics—or creates a bodily representation—of what that other person is doing.  Read more

Trust is an emotion

If we see a person smile we reflect that feeling of happiness within ourselves. If they are sad we feel sad. If they are happy we feel happy. If they are confident the viewer feels confident.

This is demonstrated with several experiments using functional magnetic resonance imaging (fMRI)  Read more

Your customers want to know about to and your business. They want an insight into your values. This is your opportunity to let them see your passion for your business and how you want to help them.

This is why it is so important for you to get a video of you and your staff talking about what you do, what motivated you to start the business, maybe some of your early struggles and how you overcame them.  This is your company story. 

Your target market want to be confident in your ability to perform the services you promise. They want to know you are committed to a long-term relationship. 

Your customers are seeking answers to questions such as:

  1. Can I trust this person to guard my best interests?
  2. Can I trust them to develop and maintain our relationship? Or...
  3. Will they let me down?

Trust involves courage

You are asking a lot of your potential clients. You must give them the confidence to overcome their fears and have the courage to engage your services or buy your product.

 People who are looking for the service/product you provide must feel confident in you and your ability to perform before they consider entering into a relationship with you.

Strangely enough your prospects want to trust you. They need a solution to their problem and they hope (want) your service/product will be the answer they are seeking.

You will find heaps of common sense tips, rules and strategies for building trust with customers.

Suggestions like be honest, have a reliable product, provide value, be consistent, and be accessible are excellent tips. Even if you manage to win the trust of your website visitors they won’t stay long without these basic qualities.

So, the burning question your may be asking is…

How can you establish trust with strangers on your website?

The best way is to use video!!!

Some of you will not like this next piece of advice.

But you must get a video of yourself on your About Us page. (Before you freak out completely, we have a solution that helps you overcome any inhibitions you may have. Keep an eye out for our interview style videos.)

Consider the benefits you will reap. 

When you let your potential customers see who you are they reflect your emotional state in their body. They develop an emotional connection with you.

When your viewers are watching and listening to you on video they are working hard at the subconscious level. They are not aware of this process but it is happening.

Trust is primarily a positive emotion. 

When people trust you they confidently rely on the integrity and the ability of people and organisations…

Ok, you know that video is exceptionally powerful but you aren't convinced it's for you. Check out our post 

5 reasons why people don't use video

If you want more evidence that video triggers the trust emotion and influences how we all make decisions.


How to Build Trust Online


Think About it...
Do You Really Know Why You buy What You Buy?
This is Nullarbor Plain

This is the Nullarbor Plain in Western Australia

My wife Mary and I have been in the film, television and corporate video industry for over 40 years. On this occasion we were 1,110 kilometres from Perth, 1,656 Ks from Adelaide (the next major city) and 11 Ks from the nearest road.  It is a remote, rugged and potentially dangerous land.

So, why did we buy choose to buy the equipment and vehicle we did? The answer is simple.


We purchased Sony video equipment and a Toyota Landcruiser because both of those companies have solid reputations for quality and reliability. And they have never let us down.

We trust them. And when you travel to remote locations like the Nullarbor, you need to trust your equipment and vehicle.

So what is trust?

  1. Trust is a positive emotion, which generates confidence in the mind
  2. The mind triggers the trust emotion after complex rational and empathic evaluation
  3. Trust generates greater energy and interest in ventures
  4. It grants a person goodwill towards another, while inhibiting fears concerning his/her reliability

The point is people don’t trust a product, they trust the company or the person who makes the product or provides the service. 

How do you establish trust?

First trust appears subconsciously. 

Then the mind evaluates … intentions, expectations and hopes. It evaluates the value and costs of benefits.

These evaluations occur within the limbic system. Within this group of nuclei, many emotions, including distrust, fear, goodwill and trust compete. Each emotion offers a behaviour option. 

When goodwill and rationality prevail in this network, trust can be selected. Once selected, the emotion makes a person decide to rely on the “trustee” with the care of her children, or to accept his/her advice. If the distrust emotion dominates, it compels avoidance of commitment. ​Read more...  

Can we BUILD TRUST online?

YES! And the best way to build trust online is with video. 

There are 4 main types of video taht help you do this

  1. Explainer videos
  2. Company Story videos
  3. Product videos
  4. Testimonial videos

Every style of video is valuable and all help to start the process of building trust with your potential customers. 

Remember!!! People buy from People they know, like and trust. The feel-good trust emotion plays a huge part in any buying decision.

Explore our post that explainsThe Role Of Emotion In Building Trust (And How You Can Leverage the Emotion)

Are You Struggling to Generate High Quality Leads for Your Business?

Marketing struggle dINqsvLead Generation can be a struggle for business owners.

In the Nineties we didn’t have a choice.

We had to make cold calls and go out looking for our next customer. It was push marketing.

Push marketing is history because it takes time, heaps of energy, is expensive and can be very demoralising.

The Internet and Content Marketing has changed all of that!
Content marketing is any marketing that involves the creation and sharing of media and publishing content to acquire and retain customers.
The type of content businesses share is closely related to what they sell. Wikipedia – Content Marketing

Content Marketing – the new SEO?

The beauty of SEO is that, instead of pushing a marketing message onto folks who don’t want to hear what you have to say, you can … create the right content for it, and appear before them at exactly the moment they are looking for it. It’s pull vs. push. Reference

Content Marketing – doing away with tyre kickers

This way of generating quality leads is also known as Content Marketing. The idea is for your content to reach your target market at the time they are looking for your service. They are ready to buy. Content Marketing achieves this by using long-tail-keywords.

long-tail-keyword phrases

By using long-tail-keyword phrases Google (and the other search engines) have a much better idea of what your blog post is about. If your content has one topic with keyword phrases appearing naturally throughout the content then web surfers  potential customers searching for your product or service your content is more likely to be found.

It works like magic because you are giving Google what they want. High quality educational content which means that your customers come to you. Content Marketing or Inbound marketing!

The white lies of SEO

Let’s begin this process by telling a lie.

Queens crown ysbxdt“Content is king.”

Bull hockey. The king doesn’t rule jack squat. A truer statement is this: If content is king, then the user is queen, and she rules the universe. Let’s say that again, because this is important.   “The user is queen, and she rules the universe.”

Google do not care about you or your business!

Google’s customers are the Queens – the people who use their service to find quality answers to queries. 

Google only cares about your content inasmuch as it answers the user’s search query. Search results are not a collection of “good” content; they are a ranked list of content that best satisfies what the user is looking for.  Reference

With this in mind it’s important to know your target market’s pain points.

Create content closely related to your business

Why are they looking for your service?

What problem do you solve for them?

What information do they need to know about your industry?

How can you educate them about your niche?

Lead Generation 8EZL8kThe answers to these questions provide you with the topics your potential customers want to know about. The idea is to create content that gives them the information they need. If the information you provide is real relevant and educational then the viewer with begin to develop trust in your service. 

Your content demonstrates that you know your business and potential customers are more likely to respond to your call to action whatever that maybe. 

What do Google want?

Google state very clearly that they will reward high quality, educational content that is relevant to the person using their service searching for answers to their query. It isn’t just what Google want – it’s what they demand! 

SEO tricks of the trade will not survive. Good relevant content will survive because everyone wins!

A win, win, win situation.

Win win L8yt94Google win because their customer is happy. Their customer wins because they have found the answer to their issue. You win because the web surfer has found your product or service.

Content marketing is essential for anyone who is looking to take his or her business to the next level.

What you likely already know is that an image can say more than 1000 words of text. Visual content are gaining increasing popularity across almost every major social network, including Pinterest, Instagram, Facebook, Twitter, LinkedIn. via Source:   

The most powerful combination  

Content Marketing, still images and video — the ultimate marketing and lead generating combination in history.

Content with relevant images receive 94% more views than content that’s just a few lines of text. 

Post with feature images enjoy a 94% better Still images are included in the post important to include as a feature image and within the content.  We discuss more about this in a coming post.

To learn how we can use this powerful combination to help you generate high quality leads Email or call Alan +61 (0) 414 288 050


 P.S. With over 40 years owning and operating our business in the film, television and corporate video industry we have the experience to help you create relevant content and to blast it out to a massive audience creating qualified leads for your business. 



Image Attributions

Image courtesy of Stuart Miles at

Image courtesy of David Castillo Dominici at

Image courtesy of stockimages at



Is the customer always right? 3 reasons why this saying is not valid! (And should be removed from your business philosophy)

 The phrase “The customer is always right” was originally coined in 1909 by Harry Gordon Selfridge, the founder of Selfridge’s department store in London, and is typically used by businesses to convince customers that they will get good service at this company and convince employees to give customers good service.

However, I think businesses should abandon this phrase once and for all — ironically because it leads to worse customer service. Source  

Mutual respect is a must

For any relationship to work there must be mutual respect. The relationship between customer and service provider is like a marriage. If it is to survive mutual respect must be at its core. This mutual respect covers their time, knowledge and the contribution they make to your companies success.

A famous story about a complaining customer

One woman who frequently flew on Southwest was constantly disappointed with every aspect of the company’s operation. In fact, she became known as the “Pen Pal” because after every flight she wrote in with a complaint.
She didn’t like the fact that the company didn’t assign seats; she didn’t like the absence of a first-class section; she didn’t like not having a meal in flight; she didn’t like Southwest’s boarding procedure; she didn’t like the flight attendants’ sporty uniforms and the casual atmosphere.
Her last letter, reciting a litany of complaints, momentarily stumped Southwest’s customer relations people. They bumped it up to Herb’s [Kelleher, CEO of Southwest at the time] desk, with a note: ‘This one’s yours.’
In sixty seconds, Kelleher wrote back and said, ‘Dear Mrs. Crabapple, We will miss you. Love, Herb.'” Source 

Jayson DeMers, a contributor to Forbes / Entrepreneurs, gives 3 reasons why this is so.

NO, the customer is NOT always right!

are_customers_alway_rightHow many times have you had to grit your teeth, take a deep breath and silently repeat to yourself, “The customer is always right”? This is a motto that’s drilled into every young retail or hospitality worker and has somehow made its way into the psyches of established business owners.

The problem is, the customer isn’t always right, and always thinking otherwise can result in a serious disservice to you, your employees, and your customers. Here’s why.

1.    Unreasonable customers eat away at your finite resources.
You only have limited resources available to you; don’t allocate a disproportionate amount of them to customers who repeatedly cause problems. You only have so much time, money and energy to dedicate to customer service, or to your business, and an unreasonable customer or client can quickly eat away at the majority of it.

Do your best to address customers concerns

If you’ve tried your best to address a complaint and the customer still isn’t happy, it’s time to move on from that customer. Use your limited resources to address the concerns of customers who are willing to engage in reasonable dialogue with you. When you focus on meeting the needs of your reasonable customers, you build loyal brand ambassadors…and I’d rather have a bunch of these than throw all my resources at customers who are impossible to please.

Focus on customers who matter most

In his book Customer Centricity, Peter Fader encourages business owners to focus on the customers who matter most: “Not all customers deserve your company’s best efforts. And despite what the adage says, the customer is most definitely not always right. Because, in the world of customer centricity, there are good customers…and then there is everybody else.”

Allocate the majority of your valuable resources to your good customers

In Tim Ferriss’ wildly popular and successful book, The 4 Hour Workweek, Ferriss recounts a personal story early in the book that details how he nearly hit his mental breaking point because he was trying to please every customer.

He soon discovered that a few customers were taking the majority of his bandwidth and causing the majority of his stress though they contributed only a relatively small percentage of the company’s total revenue.

His solution? He gave the clients an ultimatum: if they couldn’t do business his way, he didn’t want to do business with them at all. The result? Some of the clients changed to accommodate Ferriss’ requests.

Others refused to change, so he fired them. Ferriss’ mental overhead drastically decreased, and his business soared as he only accepted clients that fit his ideal customer model from that point onward.

The lesson here is to allocate the majority of your valuable resources to your good customers, and stop trying to please everyone all the time.

The customer can become the enemy

2.    This mindset positions employees against customers and management.
If you’re lucky enough to have found employees who you trust and respect, don’t risk losing them by siding with the customer by default. When you tell your employees “the customer is always right,” you immediately position them against the customer – and the customer always wins. Source  

What does Richard Branson say?

If you look after your staff, they’ll look after your customers. It’s that simple.  Source 

Respect your employees

If you want to keep your employees happy and effective, back them up. Prove to them that you respect their judgment and opinions, and when faced with siding with your employee or an unreasonable customer, always choose your employee.

According to Alexander Kjerulf, author of Happy Hour is 9 to 5, happy employees lead to the best possible customer service: “Believing the customer is always right is a subconscious way of favouring the customer over the employee that can lead to resentment among employees. When managers put the employees first, the employees will then put the customers first. Put employees first and they will be happy at work”.  

If you’re the owner of the business and the one supplying the service or product treat yourself as an employee. Look after yourself, your health and well-being and your family.

Don’t be afraid to cut ties

05e35ec037e24eac9fb831a184bc6501_ah8xKP3.    Money isn’t everything. Not even close.

We’ve all had customers or clients who have unrealistic expectations of what we can or should do to keep them happy. They demand – whether explicitly or implicitly – more of our time, energy, and resources than our other clients.
Don’t be afraid to cut ties with customers or clients who repeatedly make unrealistic demands or who consistently cause stress or friction. Rather than continually sacrificing your time, dignity and emotional health, focus your efforts on actively pursuing new customers or clients who respect your time and boundaries.  Source

Your most unhappy customers are your greatest source of learning. Bill Gates

Learn from your unhappy customers and make improvements to your systems and clarify expectations. Let you customers know what you’re experiencing from the relationship and, if possible, alter your processors to accommodate them.

Do your best to resolve the conflict but if it isn’t possible then spend your time and energy finding a new client who will value you and your service.

Modern Testimonials – A Sure-Fire Way to Build Trust to Catapult Your Success

Thank youLets begin with change

We all live in a world where the constant and dramatic change is almost overwhelming. This is very apparent in the marketing and online digital environment.

However, there is one business tool that hasn’t really moved with the times — the testimonial.

Sean Dezousa from describes it like this. “If I put 6 spoons of sugar in a coffee and asked you to drink it would you? If you did it would be sickly sweet.”

But it doesn’t need to be like that? There is a better way to get great testimonials from your customers.

But lets start with the power and value of even sickly sweet traditional testimonails.

Why WordPress Testimonials Can Generate More Selling Power Than the Best Sales Copy

Consumers are more savvy than ever these days, so simply claiming you are “the best” is not enough. With testimonials, though, you don’t need to work to convince your audience you are awesome – because other people can do it for you.

Testimonials offer an independent indication that you have done a great job. They can also help reassure new or nervous customers, as well as distinguish you from your competitors. Using reviews and comments from your satisfied customers can transform your sales pitch into a credible, unbiased recommendation for your product or service.

If that’s not enough to convince you of the value of testimonials, adding them to your site is simple to do, and adding even just one good review of your product or service can generate more selling power than some of the best sales copy out there.

Building your audience or customer base all begins with building trust in your brand, and once a few people trust and enjoy your brand it’s only natural for them to spread the word – and conveniently create testimonials for you.

via: Why WordPress Testimonials Can Generate More Selling Power Than the Best Sales Copy

A Guide to Customer Testimonials: Your Business’s (Not-So) Secret Weapon

When Billy Joel sang that, “It’s a matter of trust,” he wasn’t talking about marketing. Nevertheless, marketers can definitely learn a thing or two from The Piano Man, especially when it comes to the importance of building relationships with prospective customers.

Customer testimonials are one of the most powerful trust signals you can use on your website and in your marketing campaigns, including landing pages, product and pricing pages, and even your AdWords ads. Persuasive testimonials from satisfied customers can sway even the most hesitant prospect, making them a potent weapon in your marketing arsenal.

via: A Guide to Customer Testimonials: Your Business’s (Not-So) Secret Weapon

But how do we get testimonials that inspire trust?

Traditional Testimonials are like resumés

Have you ever read or written a resume that highlighted weaknesses and past mistakes?

I doubt it because we all know that resumes are written to impress the reader. Testimonials are the same — sickly sweet and no spice.

But, testimonials, even sugary ones, are important for business. So how can we get a more mature testimonial? How can we give them new life?

When you read the next 6 simple questions you will know how.

Introducing a Testimonial with a difference — the Lighthouse TestimonialTestimonial lighthouse

So what is a Lighthouse testimonial?

You know that every buyer experiences doubt prior to purchasing a product or service. There’s always an objection lurking like the Grim Reaper in the buyer’s mind.

People are skeptical. It’s a fact of life.

The purpose of a lighthouse is to be visible; To shine; To stand out. And that’s what a Lighthouse Testimonial does. It stands head and shoulders above every other testimonial out there.

How do we do that?

They shine because they are not all sugar and no spice. We actually include objections your customers face when they are making the decision to buy your product or service. And then the Lighthouse Testimonial will diffuse common objections to your product or service.

6 simple questions to powerful testimonials

Get in front of your client or at talk with them on the phone and ask them these six simple questions: (Make sure you get their permission and record the conversation.)

  1. What would have prevented you from hiring my product/service?
  2. What did you find as a result of buying this product/service?
  3. What specific feature did you like most about this product/service?
  4. What would be three other benefits about this product/service?
  5. Would you recommend this product/service? If so why?
  6. Is there anything you’d like to add?

How to obtain your Lighthouse Testimonial

If you simply ask for a testimonial, your customers will always promise to send it to you but they hardly ever land in your inbox. And even if they do send one it’s bound to be the same as all the others.

So the best way to obtain a Lighthouse Testimonial from your clients is to meet with them or give them a call. Face-to-face meetings are best because you are able to ask questions prompting them to expand on their statements. What you end up with is a testimonial story.

The next option best option is a phone call. Make sure you ask your clients permission and record the call.

Why they work so welltick of approval

Lighthouse testimonials are strong because they identify a problem; When the problem is named the buyer identifies with it and then your previous client diffuses the objection for you with their testimonial. That’s why they work so well.

They’re believable because they are not all sugary. Traditional testimonials are sickly sweet and they’re like drinking a cup of coffee that has 10 spoons of sugar in it.

Lighthouse testimonials are a new, refreshing and innovative approach to a proven and vital business tool.

When you ask the simple 6 questions you get a story from your clients that packs a punch; A punch that will help your business to soar.

Here are a few example of testimonials that are on a sugar free diet

Example 1. Heatley Industrial & Safety

“The main hesitation we had was the fact that you didn’t seem to have a finished product to show as an example that was similar to ours.(Objection.)
However, we found that you are very professional and easy to work with.” (Objection defused.)
The best feature of the video is the personal touch of the video. It wasn’t too corporatised. (The feature)

The client then described the benefits of having a video.
The video has assisted us to give our customers and new employees a better understanding of our business and has improved our corporate image.
Our opposition have been around for so long and are so well marketed that many customers didn’t know a half of what we did.
Once we go the corporate video it was different. The biggest hurdle was just them knowing if we could handle their business or not. Whether we could be competitive and handle their business.
The video does that for us. It’s great.
Additional benefits have included supplier presentations and the ability to post the video on the internet.
I would strongly recommend your service to others. You provided Quality, Value, and Professional service.
I would also like to thank you for your patience with the amount of changes and updates we did.”

David Grigg – Sales & Marketing Manager Heatley Industrial & Safety

Example 2 Jarrod Hodge – Manager – Heatley Industrial & Safety

Knowing the extent of your experience I was confident about your ability to give us the video we needed. The confidence proved to be well founded and the video has worked very well for us.
I have used the video in formal presentations to some of my larger contracts and instead of having to verbally explain our company, where we come from and what we do to the customer, it’s easier to plug the flash drive in and show them through the video what our company does.

It’s cut down a good 20 to 30 minutes of the presentation time. These formal appointments we have are an hour at the most. Any longer and we’re wasting their time. So the more time we’ve got to talk about the benefits of our business more than what our business is about the better.

These large corporate organisations appreciate the speedy presentation so we can get down to business faster. The video enables them to absorb a lot more of our specialty information rather than just the general information.
Having the video enable us to make a more professional presentation. Our other senior managers have all found the same. The video saves a good 15 to 20 minutes each presentation.

I helps us with the bottom line – we get more sales because we can spend more time pointing out the benefits of working with our company.
It allows us to sell our point of difference to the customer. The time we save with the video gives us more time to talk about the benefits of Heatleys and our point of difference.

The video with visuals, voice over and music enables them to absorb more information than listening to me speak for 30 minutes selling my company. It’s done in just a few minutes.
We want them to communicate what they expect from us. And this is where the extra time is a real bonus.

We have more time to listen. We get a very good idea of what issues they face which leads nicely into what we can do for them. How we can help them.
The larger corporations appreciate the concise professional presentation.

Jarrod Hodge Manager Heatley Industrial & Safety

Example 3 – The Shire of east Pilbara

Question: What would have prevented you from hiring my product/service?
Answer: Because your quote was so much lower than the others we didn’t think you could do the job properly I guess.
However, when we saw the examples of what you had previously done, they indicated that you could produce the sort of video we were after. It gave us an appreciation of what you could do.
Question: What did you find as a result of buying my product/service?
Answer: The video gives a quick overview of the Shire. It shows new employees and businesses thinking of coming to Newman a look a Newman and what the area has to offer.

Question: What specific feature did you like most about this product/service?
Answer: The visuals and the sound. The combination of the vision and the sound is a good package.
Question: What would be three other benefits about this product/service?
I forgot to ask this question. So keep list of questions handy to remind yourself.
Question: Would you recommend my product/service? If so why?
Answer: I certainly would. I think you did a pretty good job for the time we had, the budget we had and we’re very happy with the result. You delivered on what was asked.
Question: Is there anything you’d like to add?
Answer: You were very easy to work with. You were efficient and got the job done – we’re very happy.
Gaby Pieraccini Manager Sustainability Shire of east Pilbara

We have since updated the video and for a further testimonial please contact Allen Cooper CEO Shire of East Pilbara.

Turn a good small business tool into a great business winning tool.