Episode Details

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: