Join the IGU Network, a place for leaders who believe retail is still human.
Expect essays, emotional frameworks, and field-tested strategies that help you think deeper and act smarter.
Fourteen stores in Henan. No advertising. Revenue more than doubled in three years to 23.5 billion yuan. Pang Dong Lai prints its cost price and margin on the shelf ticket and lets customers watch the rule run. Trust is not a value. It is the last competitive advantage that cannot be copied.
The 2026 Edelman Trust Barometer just proved what we see at IGU every day. Business is the last trusted institution standing. Most brands are wasting it. Here's the data — and what it's costing you.
Join the IGU Network, a place for leaders who believe retail is still human.
Expect essays, emotional frameworks, and field-tested strategies that help you think deeper and act smarter.
