The TRUST Show

S16E16: Empathy: Know Thy Customer

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 researching publicly available info to asking thoughtful (but respectful) questions, from finding common ground to navigating differences—this chapter outlines how to make your customers feel heard, valued, and understood.

Empathy builds connection. And connection builds trust.

S16E15: Time, Intimacy, and First Impressions

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, intimacy, and first impressions can make all the difference.

We also touch on the risks of faking personalization with AI tools—how it might seem efficient, but ultimately backfires when customers realize you weren’t genuinely invested.

Sometimes, it’s the smallest actions that have the biggest impact on trust.

S16E14: The No-BS Approach to Building Trust

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 setting realistic expectations to admitting when you don’t know something, from avoiding exaggerated titles to respecting competitors and maintaining confidentiality—this chapter lays out what it looks like to build trust through integrity, humility, and truth.

When you stop trying to sound impressive and just focus on being honest, trustworthy, and clear—that’s when trust really starts to grow.

S16E13: The Customer is Not Always Right

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 “no.” In this episode, we explore how professional integrity, respectful pushback, and honest conversations create stronger, more trusted relationships with clients—and ultimately, earn you the Trust Premium.

And always remember: not all customers are alike. Some truly just want to be right—and sometimes, they actually are. Being a trusted advisor also means staying open to the possibility that you might be the one who’s wrong.

S16E12: The Foundations of Trust and Trustworthiness

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 your customer’s eyes; no-BS, the power of honesty and transparency; and nuance, the often-overlooked details that can make or break a trusting relationship. These four principles shape everything else in the book, and understanding them is key to becoming a truly trustworthy professional.

S16E11: The Three Components That Shape Customer Trust in Every Interaction

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 impact trust over time, and the role of deeper, richer interactions in accelerating trust. I also explore why bad is stronger than good—how a single negative action can outweigh multiple positive ones, making trust much easier to lose than to build.

S16E10: Do Your Customers Trust You? The Relative Trust Model (Part I)

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, Personality Compatibility, and Symmetry.

How do customers judge your expertise? Does personality compatibility affect trust? And why does fairness in your relationship matter? Tune in to find out—and don’t miss the next episode, where I’ll cover the remaining components of the model and discuss the impact of "what you do" during an interaction.

S16E9: The 8 Laws of Trust: What is Trust and How it Really Behaves

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 challenge common assumptions and reveal how trust actually works. You’ll discover why trust is continuous, contextual, personal, asymmetrical, transferrable, reciprocal, dynamic, and two-sided—and why understanding these laws is crucial for building trust with your customers.

Next week, we’ll dive into what specifically makes a customer trust you. But for now, let’s explore the fascinating ways trust behaves and why it’s not what you think.

S16E8: The Bottom Line Impact of The Trust Premium

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 costs, we’ll quantify the real financial impact of trust on your business.

S16E7: Who Values Trust the Most? Understanding Personal Context and the Trust Premium

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.