Most marketers worry about whether buyers trust their brand. Brent Adamson, author of The Framemaking Sale, argues that the actual issue sits somewhere else: Buyers do not trust themselves.
In this episode, Drew sits down with Brent to challenge three big assumptions: That more supplier trust is the answer, that buyers have a neat journey to map, and that customer centricity is always the right north star.
In this episode:
- Why decision confidence matters more than supplier trust
- How shifting from “trust us” to “trust yourselves” reshapes GTM
- How to rethink buyer journeys through the “never again” and spaghetti-bowl lens.
- Framemaking in practice, from nudges and checklists to maturity models.
- The three Es, Establish, Engage, Execute, as a shared marketing and sales playbook.
Plus:
- Escaping the smartness arms race by editing content to reduce anxiety and build buyer self-confidence.
- Turning social proof into a confidence engine, using “other customers like you…” stories.
- Making content supplier-agnostic, helping buyers ask better questions and weigh tradeoffs.
If you want your buyers to trust themselves enough to decide, start here.