In 2009, Julien Smith and I wrote Trust Agents. It was a book about how to be human across the web. Now, almost a decade later, I’m hot on the trail of how companies can extend their business relationships even more, and how emerging technologies like blockchain are helping deliver TRUST at a distance.
China’s answer to Amazon, JD, has just started using blockchain to validate the authenticity of beef. Before I read the article, I hadn’t really considered just how much of what we buy is based on hearsay and assurances. Did I just get Wagyu or Kobe beef? That’s what the label says. But how do I know?
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