The TRUST Show

In this episode—the final chapter reading from The Trust Premium—I read the Epilogue, the Acknowledgements, and the About the Author section, bringing the book to a close. After exploring what trust really means, how it behaves, and how to build it, this final message offers a call to action: to not just understand trust, but to truly earn it. I also share personal reflections, acknowledgments of...

In this episode of The Trust Show, I continue reading Chapter 18 of The Trust Premium and cover the final three steps of the Trust Habits® process — the practical framework designed to help you turn positive intentions into consistent trust-building behavior. We’ll talk about how to make new habits stick, why involving an accountability partner increases your chances of success, and why repetition...

In this episode of The Trust Show, I begin reading Chapter 18 of The Trust Premium: “Trust Habits – Forming New Habits that Change Old Behaviors and Build Trust.” This chapter marks a big shift—from understanding how trust works to actually changing the behaviors that affect how much your customers trust you. I introduce the 7-step Trust Habits® framework, but in this episode, I only had time to c...

In this episode, we begin Part IV of The Trust Premium—the final part of the book, where we move from understanding trust to applying it through a structured process. I read Chapter 17, which introduces the Trust Premium Process, a three-phase framework designed to help you identify whether your industry rewards trust, how much of a premium customers are willing to pay, and how to target the segme...

What makes a customer trust you before they’ve even met you? In this episode, I read Chapter 16 of The Trust Premium and explore the final behavior in Part III of the book: transferrable trust. You’ll learn how trust flows into and out of customer relationships through Reviews, References, Recommendations, and Reputation—the Four Rs. We’ll talk about how to ethically build outbound trust, how pros...

I know—it’s been over two months since my last episode. I’ve been buried in writing a textbook and workbook called Is it Really a Great Idea? That’s where I’ve been. And in this episode, I’ll share what happened during those two months, how the book came together, and why it became a textbook—not just another business book. This will be the only time I talk about it here, because I’m launching a s...

In this episode, I read Chapter 15 of The Trust Premium, continuing Part III: Behaviors That Will Make Your Customers Trust You. This chapter is all about empathy—not just as a nice-to-have, but as a powerful tool to earn deeper trust, stronger loyalty, and ultimately, the Trust Premium. We explore how to genuinely understand your customers: their context, preferences, fears, and values. From rese...

This is a short chapter—and a short episode—but one that deserves to stand on its own. In this episode, I read Chapter 14 of The Trust Premium, continuing Part III: Behaviors That Will Make Your Customers Trust You. We look at how trust is shaped in the earliest moments of a professional interaction. From being on time and showing your face, to being prepared and present, the way you manage time,...

In this episode, I read Chapter 13 of The Trust Premium, continuing Part III: Behaviors That Will Make Your Customers Trust You. This chapter explores one of the most fundamental trust-building behaviors: being real. We all have a built-in BS detector—and your customers are no exception. In a world of hype, inflated claims, and performative professionalism, the No-BS approach stands out. From sett...

In this episode, I read Chapter 12 of The Trust Premium, which marks the start of Part III: Behaviors That Will Make Your Customers Trust You. This chapter covers the first of five key trust-building behaviors—and it challenges the old mantra that “the customer is always right.” Instead of defaulting to agreement, trusted professionals know when to speak up, when to offer guidance, and when to say...

In this episode, I read Chapter 11 of The Trust Premium, which brings us to the conclusion of Part II of the book. This chapter steps back from the model and the laws to explore the deeper foundations of trust—the underlying principles that guide how trust is built, lost, and earned. We look at relativity, the idea that trust is not one-size-fits-all; empathy, the ability to see the world through...

Trust isn’t just about who you are—it’s also about what you do in every interaction with a customer. In this episode, I continue reading Chapter 10 of The Trust Premium, focusing on the three key components that shape trust in the moment: Positivity, Time, and Intimacy. I discuss why radical honesty (No-BS) and empathy are essential for building trust, how first impressions and consistent behavior...

Do your customers truly trust you, or do you just think they do? In this episode, I read Chapter 9 of The Book of TRUST, where we explore the surprising trust gap between businesses and their customers. Then, I dive into the first half of Chapter 10, introducing the Relative Trust Model and focusing on the first three components that shape trust before an interaction even begins: Competence, Perso...

Trust isn’t just about honesty or reliability—it follows specific patterns and behaviors that influence every interaction, especially in the customer-provider relationship. In this episode, I read Chapters 7 and 8 of The Trust Premium, where we transition from why trust is essential to what trust really is. I’ll introduce my definition of trust and break down the Eight Laws of Trust, which challen...

In this episode, I’ll be reading Chapter 6 of The Trust Premium—The Bottom-Line Impact of Trust Premium. So far, we’ve discussed how trust drives revenue through higher pricing and customer preference. But what about profitability? Today, we’ll break down how trust doesn’t just boost your top line—it multiplies your bottom line. From increasing gross profit margins to lowering customer acquisition...

In the final part of Chapter 5, we explore how personal factors—such as customer knowledge, risk tolerance, fear, and trustfulness—affect the Trust Premium. Understanding these differences helps you identify and focus on customers who value trust the most. Plus, we recap the entire chapter and set the stage for next week’s discussion on how the Trust Premium impacts your bottom line.

Not all industries command the same Trust Premium. In this episode, I continue reading from The Trust Premium and explore why trust matters more in some industries than others. From painters to surgeons, financial advisors to insurance agents, I break down how factors like risk, complexity, and customer relationships shape the Trust Premium. Understanding these differences can help you position yo...

In this episode, I continue reading from my new book, The Trust Premium, sharing the first part of Chapter 5. This chapter explores how trust translates into both Trust Preference and Trust Premium, impacting customer decisions in different ways across industries. In this section, I define three key terms—Trust Preference, Trust Premium, and No-Trust Discount—and explain how they shape buying beha...

In this episode, I’ll be reading Chapter 4 of The Trust Premium and diving into three deeply ingrained beliefs that shape our purchasing decisions: “You get what you paid for,” “There’s no such thing as a free lunch,” and “If it’s too good to be true, it probably isn’t true.” Using real survey data, I’ll explore how these maxims influence our perception of price, value, and trustworthiness—and why...

In this episode, I’m diving into Chapter 3 of The Trust Premium, exploring the purchase decision and what happens beyond it. Learn how perceived and actual price, value, and trust shape every transaction. From total cost of ownership to switching costs, I’ll unpack examples of how trust builds—or erodes—after the sale. We’ll also discuss the cycle of outbound transferrable trust from current custo...

This week, I’m reading chapters 1 and 2 of The Trust Premium. We’ll explore the transformation of sales, from in-person trust-based interactions to today’s unethical practices, criminal activities, and misuse of technology. I’ll discuss the decline in intimacy, ethical sales techniques, and how these have driven skepticism and plummeting sales success rates. The takeaway is clear: cold calls don’t...

In this episode, we dive into the introduction of The Trust Premium, exploring how trust influences buying decisions, loyalty, and pricing. Learn why customers are willing to pay nearly 40% more for trusted providers and how trust serves as the ultimate competitive advantage. Packed with anecdotes and research, this episode sets the stage for understanding the tangible power of trust in sales and...

In this final episode of The Trust Show for 2024 and Season 15, I’m revisiting my roots in creativity and innovation research. I’m joined by Dr. Heather Hodges, a Dallas-based expert pursuing her second doctorate in creativity and innovation, as well as an Enneagram coach. Together, we explore why startups excel at innovation, how creativity ties into trust, and how personality insights from the E...

Drones have been flying over New Jersey for weeks, sparking public fear and frustration. The government says it doesn’t know who’s operating them but insists there’s no reason for concern. In this episode, I break down the situation through the lens of trust—exploring why the government’s response feels contradictory, incompetent, or worse. From public safety risks to the erosion of trust, I uncov...

In this episode of The Trust Show, I’m joined by my friend and renowned sales expert, Mark Hunter, also known as "The Sales Hunter." Mark and I dive into the critical role of trust in sales, exploring how the "trust premium" transforms prospecting success. We discuss why traditional cold calling is dead, how to build trust that precedes your reputation, and how delivering value can turn one sale i...