Experience matters. Every action in a relationship either builds or erodes trust. We see this in the staggering number of divorces that occur every day—over 6,000 in America alone. The same can be said for consumers and their relationships to brands and products. How many times have we “broken up” with a brand because they didn’t deliver the experience the brand had promised, failed to communicate well or even did or said something that was a deal breaker—remember the backlash from Lululemon brand fans when founder Chip Wilson said that some women’s bodies weren’t “right” for their pants?