Who do we listen to? Good question for all to dwell on. By "all" I mean everyone, you, me, leaders, subordinates.
Myself. I listen to myself. Foremost and primary. Then. . . I turn to friends who don’t live near me. An outside view is VERY important. Family and close friends I tend to leave for last because, even though they are probably looking out for me.
Where then do we decide petty and everyday matters? By ourselves? Yes and no. I implore you to look at each and every thing you acquire throughout a day; decide who or what influenced you to get that thing. I have come to a very concrete conclusion based on all of the things that I acquire throughout my day. I have certain relationships of value with people and things that I do not even know personally. For example, I acquired a burrito from Chipotle Mexican Grille 
the other day. I thought as I was eating that delicious-football-sized burrito, why hadn’t I tried another burrito chain, Burritoville, down the street? I have a valuable relationship with Chipotle. Valuable to the corporation at least. They have hooked me with their simple, tasty process of acquiring a burrito. The only reasons I would not go there for a burrito are if I am not hungry or if I am low on cash, I will not spend more than I have the means to. I would say that most people in this world form valuable relationships with brands they trust and love. The relationship is what a company should desire and pursue.
I know, I know. Many, many, many people know this and preach this. But … why should I listen to these brands? They are not looking out for me. I am looking our for me. I have been living in contradiction to what I believe about advice. I take advice from myself, friends from afar, and … brands. Ouch! That hurts. I am ashamed of myself. Surely family is more important than brands? My choice, NOW, is to try and put away my notions of brands of value to me and explore what this world has to offer. Who knows what will happen.