I am delighted to announce that my book WHY SHOULD ANYONE BUY FROM YOU? published by FT Prentice Hall is now available for pre-order on both Amazon UK and Amazon US.




Trust in business is at an all-time low. If your customers don’t trust you, you can spend as much time, effort and money as you want on marketing campaigns, branding and advertising and it will barely move the needle. This revealing book shows how the only reliable route to sustainable business growth and profit is to build trust in your company.Why Should Anyone Buy From You? exposes the startling truth about the impact of trust on business. It is occasionally a damning indictment of current business practice and frequently an optimistic take on how companies can achieve deeper, more trusting andultimately more profitable relationships with their customers, shareholders,employees and other stakeholders. People may be more cynical, more empowered and less trusting than ever before but it is possible to learn how to create a trusted business and brand. This book shows you how.Here’s what some very smart people are saying about the book:

“The relationship between what a business does and says in winning trust is complex –if you want to understand it better then read this book.”
Rory Sutherland, Vice-Chairman, Ogilvy Group UK

“A thoughtful, engaging and often challenging exploration of trust in brands today.”
Nigel Gilbert, Chief Marketing Officer, Virgin Media

“Why should anyone buy this book? Simple, basini is one of the few marketing thinkers who genuinely challenges the status quo.  His ideas on trust, on brands and on the future challenges for marketing will change the way you do business.”
Mark Ritson, Associate Professor of Marketing, Melbourne Business School

“This book cuts to the heart of the brand relationship – trust -in a refreshing and eminently readable manner.”
Mike Hughes, Director General, Incorporated Society of British Advertisers

“Trust is not just a pre-requisite for doing good business, but is the fundamental bedrock of a sustainable society. Read this book, reflect on it and then get straight out there and do something about it.”
Tom Farrand, Co-Founder, The Pipeline Project & Good For Nothing