When PG&E put out their RFP, they faced the lowest ratings in their hundred-year history. Even though they were making measurable improvements to the system, their 84 counts of manslaughter, bankruptcy, and price hikes made their come-back story fall on deaf ears. I brought an unconventional idea to the pitch. Stop telling your story and let your customers tell theirs. We won the business on that idea and spent the next two years giving customers the mic. By hearing customers, we increased their ability to hear us. Within two weeks of launch, research showed the trust meter rising, although there’s more the utility needs to do.