Why Visibility Isn’t Enough (and Why Credibility Matters More Than Ever)

September is always a time of return.
A time to start again, to read, to stay informed, to tell stories.
But also a time when we realize that something has changed.

40% of people say they avoid the news. Not because it doesn’t matter, but because it feels complex, tiring, sometimes even inaccessible.

This is not the end of information. It’s the end of a certain way of consuming it.
Information can no longer just “announce”: it must explain, clarify, guide.
It’s not enough to “be there”: you need to be credible.

Think about it:

A community is today’s public square.

A newsletter is the new neighborhood paper.

A small, well-curated event is worth more than a viral post.

Anyone communicating today faces a crossroads.
On one side, the race for algorithms, numbers, virality.
On the other, the slow and solid building of trust capital: brick by brick, relationship by relationship.

The audience is not a target—it’s a counterpart.
They want to understand, not just applaud. They want to trust, not just click.

In the end, the real question is no longer how visible you are.
The real question is: how credible are you?

Because for information to stay alive, it must return to simplicity.
And in simplicity, you often find the greatest revolution.