Jan 30, 2026
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:
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Why decision confidence matters more than supplier trust
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How shifting from “trust us” to “trust yourselves” reshapes GTM
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How to rethink buyer journeys through the “never again” and spaghetti-bowl lens.
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Framemaking in practice, from nudges and checklists to maturity models.
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The three Es, Establish, Engage, Execute, as a shared marketing and sales playbook.
Plus:
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Escaping the smartness arms race by editing content to reduce anxiety and build buyer self-confidence.
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Turning social proof into a confidence engine, using “other customers like you…” stories.
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Making content supplier-agnostic, helping buyers ask better questions and weigh tradeoffs.
If you want your buyers to trust themselves enough to decide, start here.
For full show notes and transcripts, visit https://renegademarketing.com/podcasts/
To learn more about CMO Huddles, visit https://cmohuddles.com/