B2B Trust Lab

B2B Trust Lab

Why we shame shortcuts

And why B2B Marketers need to stop

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B2B Trust Lab
Sep 02, 2025
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Ozempic and AI have more in common than you think. Both are accused of making hard things feel too easy. Both trigger backlash for being shortcuts. And both reveal a deeper cultural hangup: we equate struggle with authenticity.

When Serena Williams recently lost weight, some claimed she took the “easy route” with Ozempic. But if she hadn’t admitted it, s…

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