How do new ideas gain credibility?

If you were buying a new product/service from a new unknown company, which method below would help you trust them and be more likely to buy their product?

Either the company had;

a) Endorsements/testimonials (from customers, celebrities, experts)
b) Norms/routines (eg: seem normal - have a website with Twitter etc)
c) Industry member (eg: have a respected Board of Directors or are a member of a trusted association)

Are there other methods for gaining credibility that are beyond those three?

I advise entrepreneurs in sales and marketing and want to help them gain credibility in these early vulnerable stages. All thoughts along these lines are welcome including links, case studies and opposite views (eg: perhaps none of these methods build credibility!).

I read with interest...thanks all.

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belief to be true and just

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