Video: How earning trust becomes a competitive advantage

“Trust is often your first filter,” Don Peppers, author of Extreme Trust: Honesty as a Competitive Advantage, tells us. No one wants to hang out with someone they don’t trust.

The same goes for your customers. In his presentation at’s Brands-Only Summit, Don talks about why earning trust and being transparent is not only the right thing to do, it’s also a great way to make marketing more efficient.

In his presentation, Don explains:

  • How brand-neutral content builds trust
  • Why recommending a competitor can help
  • How a huge corporation like Amazon earns trust

Check out Don’s full presentation in the video below.

Download Don’s slide presentation here.


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  1. Betsy Helgager Hughes

    This is great! I’m glad I clicked on the link. I will come back for more professional development and reminders!

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