The Confidence Market.

2 min readOct 7, 2022


By Adam Vasquez, Founder & CEO at Merit.

Thanks to COVID-19, we’re all relearning how to do the things we were once experts at. We’re relearning our relationships and how we interact. We’re relearning how to be a customer, teacher, CEO, marketer, sales executive, investor, etc. And with everything happening so fast, the relearning curve is extra steep.

The Confidence Market, Merit Marketing, Adam Vasquez
The Confidence Market. Photo Courtesy of

Fast learners know that confidence makes all the difference. Confidence in ourselves. Confidence in the instruction. The confidence to make mistakes — and to try again and again.

Confidence is key to succeeding in this global relearning process. Confidence that our favorite restaurant takes sanitation seriously. Confidence in a building’s air quality. Confidence in safe food delivery. Confidence in personal and business relationships. Confidence that a brand can deliver what it’s promising.

Confidence comes from experience. And any business that delivers a focused “confidence experience” during such uncertain times has a sustainable advantage. However, confidence isn’t for everyone and answering these core questions helps to choose whether or not to enter the confidence market.

  • What encourages confidence for our customers and employees?
  • How are we communicating confidence?
  • Are we delivering confidence?
  • Do we hold ourselves accountable for delivering confidence?
  • How might we improve on delivering confidence?
  • Are we willing to change?

Delivering confidence is a choice. Reinforcing our appreciation with a handwritten note is a choice. Educating customers about a new delivery process is a choice. Making it easy to interact with us is a choice. For every business, it comes down to understanding where there are opportunities to inspire confidence — and delivering like the future of the business depends on it. Because it does.

Confidence is the emotional fuel we need as we relearn how to eat, drink, heal, travel, entertain and buy. We’re relearning the fundamentals of living in a rapidly evolving environment. And while confidence has always been an integral part of good business, it’s more important than ever in a post-COVID-19 landscape. It takes crises and challenges to really see who has the confidence to push through the relearning process. Now is the time to choose confidence or be left behind in a pre-COVID-19 world.




Hello. We are Merit. We are business consultants and futurists who activate brands with creativity and rigor. Market Invention is the philosophy that drives us.