The TRUST Show
Business & Economics Podcasts
Trust is not what you think it is. It is not absolute or universal. Trust is relative. The same behavior that would cause one person to trust you could cause another person to distrust you. The level of trust someone has in you is the product of their trustfulness (their willingness to trust other people) and your trustworthiness. There is almost (I said ALMOST) nothing you can do about the former, and everything you can do about the latter. Because of that, you must evaluate your own trustworthiness one relationship at a time, separately. Odds are, though, that the same behaviors that are holding you back from being more trusted in one relationship are holding you back from being more trusted in other relationships. Welcome to The Trust Show. I’m your host, Yoram Solomon, a top 10 trust expert and researcher, the author of the book of trust, and the creator of the Trust Habits® workshop that helps people and organizations form new habits that change old behaviors, build trust, and transform organizations. In this educational podcast, I will challenge you to think differently about trust, through the 8 laws of trust and the 6 components of trustworthiness. I will share my own stories, experiences of others, trust research, and sometimes, reflect on a news item. And through those, I will show you how to build trust, be trusted, and know who to trust. Because the answer to this question will have the biggest impact on your personal and professional, success or failure: can you be trusted?
Location:
United States
Description:
Trust is not what you think it is. It is not absolute or universal. Trust is relative. The same behavior that would cause one person to trust you could cause another person to distrust you. The level of trust someone has in you is the product of their trustfulness (their willingness to trust other people) and your trustworthiness. There is almost (I said ALMOST) nothing you can do about the former, and everything you can do about the latter. Because of that, you must evaluate your own trustworthiness one relationship at a time, separately. Odds are, though, that the same behaviors that are holding you back from being more trusted in one relationship are holding you back from being more trusted in other relationships. Welcome to The Trust Show. I’m your host, Yoram Solomon, a top 10 trust expert and researcher, the author of the book of trust, and the creator of the Trust Habits® workshop that helps people and organizations form new habits that change old behaviors, build trust, and transform organizations. In this educational podcast, I will challenge you to think differently about trust, through the 8 laws of trust and the 6 components of trustworthiness. I will share my own stories, experiences of others, trust research, and sometimes, reflect on a news item. And through those, I will show you how to build trust, be trusted, and know who to trust. Because the answer to this question will have the biggest impact on your personal and professional, success or failure: can you be trusted?
Twitter:
@yoramsolomon
Language:
English
Contact:
(972) 332-1490
Website:
https://www.yoramsolomon.com/
Email:
podcast@thetrustshow.com
Episodes
195: The Trust Premium Epilogue, Acknowledgements, About the Author
9/2/2025
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.
Duration:00:25:57
194: Trust Habits: Forming New Habits that Change Old Behaviors and Build Trust (Part II)
8/19/2025
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.
Duration:00:38:36
193: Trust Habits: Forming New Habits that Change Old Behaviors and Build Trust (Part I)
8/5/2025
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.
Duration:00:37:57
192: Finding and Maximizing Your Trust Premium
7/22/2025
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.
Duration:00:18:25
S17E2: Transferrable Trust, Inbound and Outbound
7/8/2025
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.
Duration:00:25:04
S17E1: Is it Really a Great Idea?
7/1/2025
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.
Duration:00:42:40
S16E16: Empathy: Know Thy Customer
4/22/2025
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.
Duration:00:15:30
S16E15: Time, Intimacy, and First Impressions
4/15/2025
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.
Duration:00:13:43
The No-BS Approach to Building Trust
4/8/2025
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.
Duration:00:26:11
S16E13: The Customer is Not Always Right
4/1/2025
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.
Duration:00:19:06
S16E12: The Foundations of Trust and Trustworthiness
3/25/2025
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.
Duration:00:20:52
S16E11: The Three Components That Shape Customer Trust in Every Interaction
3/18/2025
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.
Duration:00:39:07
S16E10: Do Your Customers Trust You? The Relative Trust Model (Part I)
3/11/2025
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.
Duration:00:32:18
S16E9: The 8 Laws of Trust: What is Trust and How it Really Behaves
3/4/2025
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.
Duration:00:35:33
S16E8: The Bottom Line Impact of The Trust Premium
2/25/2025
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.
Duration:00:12:17
S16E7: Who Values Trust the Most? Understanding Personal Context and the Trust Premium
2/18/2025
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.
Duration:00:17:19
S16E6: Industry Context: Why Different Industries Command Different Trust Premiums
2/11/2025
Not all industries command the same Trust Premium. In this episode, I continue reading from The Trust Premium and explore why trust matters more in some industries than others. From painters to surgeons, financial advisors to insurance agents, I break down how factors like risk, complexity, and customer relationships shape the Trust Premium. Understanding these differences can help you position yourself where trust has the most value. Tune in to learn how industry context impacts trust-based pricing!
Duration:00:43:03
S16E5: The Trust Premium, Trust Preference, and No-Trust Discount
2/4/2025
In this episode, I continue reading from my new book, The Trust Premium, sharing the first part of Chapter 5. This chapter explores how trust translates into both Trust Preference and Trust Premium, impacting customer decisions in different ways across industries. In this section, I define three key terms—Trust Preference, Trust Premium, and No-Trust Discount—and explain how they shape buying behavior. Join me as we break down the power of trust in sales and what it means for your business.
Duration:00:23:07
S16E4: You Get What You Paid For, and Why Customers Are Willing to Pay for Trust (The Trust Premium Chapter 4)
1/28/2025
In this episode, I’ll be reading Chapter 4 of The Trust Premium and diving into three deeply ingrained beliefs that shape our purchasing decisions: “You get what you paid for,” “There’s no such thing as a free lunch,” and “If it’s too good to be true, it probably isn’t true.” Using real survey data, I’ll explore how these maxims influence our perception of price, value, and trustworthiness—and why people are willing to pay a premium when they trust the seller.
Duration:00:13:53
S16E3: How Trust Affects the Purchase Decision, Customer Loyalty, and Your Next Customer (The Trust Premium Chapter 3)
1/21/2025
In this episode, I’m diving into Chapter 3 of The Trust Premium, exploring the purchase decision and what happens beyond it. Learn how perceived and actual price, value, and trust shape every transaction. From total cost of ownership to switching costs, I’ll unpack examples of how trust builds—or erodes—after the sale. We’ll also discuss the cycle of outbound transferrable trust from current customers to the inbound transferrable trust of future customers, showing why trust is vital not just for maintaining loyal customers in ongoing relationships, but also for attracting new customers in transactional sales.
Duration:00:38:09