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.