DocuSign “solves” it in a very elegant way by building trust into the distribution of its product. In markets like digital signatures, it’s just as important. Trust is built on three components: transparency, consistency, reliability.ĪirBNB and UBER build trust through the reputation of drivers/hosts and embody it through reviews and ratings. Getting into a stranger’s car or sleeping in a stranger’s bed requires major trust. But some products are built on trust, for example, Airbnb or UBER. Just look at Facebook’s trust issues and you understand the significance. In this article, I want to show you how to do that based on DocuSign, a digital signature SaaS company that went public in April 2018 at a $6b valuation.
Companies that want to be part of these value chains need to structure their products around trust. Think about buying a house, renting out your home or signing for a new job. Some products are highly trust-sensitive and therefore a bit trickier to grow.
