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Concept
Credibility
Credibility is trust you can point at: the visible evidence that you are what you claim. It comes from demonstrated competence, shown work, honest citation of what you built on, and a willingness to name what you got wrong. The aura of authority is easy to fake; the substance is not.
Why it matters
In a world of infinite plausible claims, credibility is the scarce thing. It is what lets a stranger believe you before they know you.
Common misconceptions
- That credibility equals confidence or polish. An actor can play a doctor convincingly. Ask instead: is this person actually expert here, and what do they gain by convincing me?
- That admitting a mistake weakens credibility. Showing the wrong turn is often the strongest signal that the rest is true.
How it connects
- TrustCredibility is the evidence trust is built on.
- ReputationCredibility accrues into reputation over time.
- SignallingCredibility is signalled, honestly or not.
Essays exploring it
Books that shaped my thinking
- Ogilvy on AdvertisingDavid Ogilvy
Case studies applying it
Real work applying this idea will be linked here.