Oct 12, 2026 · 15 min · 9 segments
Why the hell should anyone trust you? That’s the question that opens ***Shift to TRUST***, and it’s the one I’ve been trying to answer for twenty years. As the book’s release gets closer, people…
The honest answer? There was no reason on God's green earth they should have trusted me.
Customers, prospects, readers, coworkers, everyone is running the same mental calculation.
Can I trust this person? So let's jump in with five of the big ideas from the book.
And they change hands, but what's really being offered and exchanged is trust at various levels.
And most products, try as we might, are so tightly knit that we can't even distinguish a best product.
Can you tell the difference? So when everything looks the same, what is left? Who do you trust? When you and your competitor are functionally identical, trust is the tiebreaker.
The honest answer? There was no reason on God's green earth they should have trusted me.
Customers, prospects, readers, coworkers, everyone is running the same mental calculation.
Can I trust this person? So let's jump in with five of the big ideas from the book.
And they change hands, but what's really being offered and exchanged is trust at various levels.
And most products, try as we might, are so tightly knit that we can't even distinguish a best product.
Can you tell the difference? So when everything looks the same, what is left? Who do you trust? When you and your competitor are functionally identical, trust is the tiebreaker.
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