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.

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.

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.