About this episode
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 model
