The missing middle: why marketing needs a ‘validation layer’

By Cassie Gilbert
Think about how you make big decisions in real life. Before booking a trip, buying new tech or trying a spot in town, what’s the first thing most of us do? We dive straight into online communities to see what real people are saying. 
We often put far more faith in unbiased advice from strangers online than in the opinions of our own friends and family. Why? Because out here, you can connect with people who have walked through your exact situation. Whether it’s a rare caree