"The Lean Startup" and "Incorruptible" author says trustworthiness is the most underrated asset in business and shares how marketing and comms leaders can make the case for it.
San Francisco, California, United States, November 9, 2026 -- Wunderdogs, a brand strategy, design and digital agency for B2B tech and venture capital, today released an exclusive video interview with Eric Ries, author of "The Lean Startup" and the new New York Times bestseller "Incorruptible." In the conversation with Wunderdogs co-founder Daria Gonzalez, Ries offers marketing and communications leaders a practical playbook for defending long-term brand investment under quarterly pressure.
"The most valuable and underrated asset in all of business right now is trustworthiness," Ries said in the interview. He argues that marketers who treat trust as an investment, rather than a line item to justify each quarter, earn the credibility to shape executive and board-level decisions.
The 38-minute conversation covers:
- How to reframe ROI conversations with finance and leadership
- Why Ries calls "minimum viable product" his most misused term, and what marketers can learn about protecting language in an era of hollow buzzwords
- His view that AI is both a financial bubble and a transformational technology, and how leaders can separate real value from hype
"I read 'The Lean Startup' at Stanford GSB 10 years ago, and building the website for 'Incorruptible' was a full-circle moment for our team," Gonzalez said. "Eric's message gives marketing leaders language for a fight they're having every quarter: how to build a brand that lasts when every KPI rewards the short term."
The full interview is available at https://www.wunderdogs.co/thoughts-and-views/eric-ries-explains-how-marketers-can-win-c-suite-buy-in-for-long-term-brand-strategy.
About Wunderdogs
Wunderdogs is a brand, digital and marketing agency for B2B technology, science and investment firms. Founded in 2017.
About Eric Ries
Eric Ries is an entrepreneur and the author of "The Lean Startup," which introduced concepts including the minimum viable product and the pivot to a generation of founders. His new book, "Incorruptible," examines how companies can build lasting trust and stay true to their mission as they grow. Learn more at incorruptible.co.
For more information about Wunderdogs use the contact details below:
Contact Info:
Name: Alissa MacDougall
Email: Send Email
Organization: Wunderdogs
Address: 15 Montgomery, San Francisco, California 94104
Website: https://www.wunderdogs.co
Release ID: 89208912
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Source: MarketersMedia
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