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 those who supported this journey, and even some thoughts on using AI ethically in the creative process.

Starting in the next episode, we’ll return to regular programming with bi-weekly episodes that explore real-world trust dilemmas, current events, and practical applications of the Trust Premium framework. And if you’ve enjoyed the chapter readings, stay tuned—the audiobook version of The Trust Premium is coming soon.

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 is the secret to truly becoming more trusted. This is the final chapter with new content in the book, and in the next episode, I’ll be reading the epilogue and acknowledgments as we bring this journey to a close.

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 cover the first four steps: focusing on the right customer segment, identifying limiting behaviors, defining new habits, and making them SMART. These are practical, actionable steps to help you start building habits that lead to greater trust—and a higher Trust Premium. In the next episode, two weeks from now, I’ll cover the remaining three steps.

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 segments that value it most. You’ll learn how to survey your industry, assess your current trust position, and prepare to build new trust-building habits that will raise your value, retention, and referrals. If trust is a differentiator, this is how you make it work for you.

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 prospective customers interpret it as inbound trust, and how to avoid common missteps that damage credibility. This is where trust gets passed—not just earned—and it’s a critical part of how you grow your influence and your business.

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 second podcast focused entirely on idea evaluation and entrepreneurship.

Starting now, this podcast will come out every other week. The new podcast will release on the alternating weeks. And yes—I’ll be back next episode to finish the last four chapters of The Trust Premium.

Thanks for sticking with me. Let’s catch up.

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.