by Sherron Lumley. Who, exactly, are you? Amidst a veritable sea of sales pitches that consumers must navigate daily, that’s the essential question they are trying to answer when it comes to your small business. But if your company’s message is muddied or constantly shifting, connecting with potential customers in a way that reinforces trust and credibility becomes difficult, if not impossible. “The world has changed,” says Sander Flaum, former chairman of Euro RSCG, one of the world’s...