The TRUST Show

By: Yoram Solomon
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  • Summary

  • 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?
    Copyright 2021 All rights reserved.
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Economics Personal Development Personal Success Social Sciences
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Episodes
  • S16E7: Who Values Trust the Most? Understanding Personal Context and the Trust Premium

    S16E7: Who Values Trust the Most? Understanding Personal Context and the Trust Premium
    Feb 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.
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    17 mins
  • S16E6: Industry Context: Why Different Industries Command Different Trust Premiums

    S16E6: Industry Context: Why Different Industries Command Different Trust Premiums
    Feb 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!
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    43 mins
  • S16E5: The Trust Premium, Trust Preference, and No-Trust Discount

    S16E5: The Trust Premium, Trust Preference, and No-Trust Discount
    Feb 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.
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    23 mins

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