Street gangs use an initiation rite called a “beat in” to determine if an inductee is mentally and physically strong enough to become a member. Inductees must risk safety & well being by enduring a physical bashing from several gang members.
Richard Davis, the founder of bulletproof vest manufacturer Second Chance®, proves the safety of his product by shooting himself at point-blank range while wearing his company’s body armor. No, I’m not joking.
He began risking his personal safety & well being to demonstrate the stellar performance of his company’s vests. It was 1971 – a time when no one believed a Kevlar vest could stop a speeding bullet. To stay in business, Richard had no other choice but to “purchase” credibility by risking his own safety and well being. He realized advertising wasn’t going to convince law enforcement officials of the merits of wearing Kevlar to stop bullets and save lives. Just not gonna happen.
Since 1972, the company has tracked 1,000 documented “saves” among law enforcement professionals wearing its bullet-resistant vests.
Yes, this is an extreme example of the six currencies of credibility. But do you walk the walk when it comes to your product or service?