The New Rules of Trust: What Great Brands Do That Others Won’t

If you're a CEO, college president, nonprofit director, or business owner, you already know what it means to build trust. You’ve spent years refining your message, earning your audience’s attention, and delivering on promises.

But the rules of trust are changing, in part because of the emergence of AI.

In his latest book, Endless Customers, marketing strategist Marcus Sheridan (best known for his “They Ask, You Answer” approach) makes a compelling argument:

To become a trusted brand and a market leader today, you must be willing to do four things that others won’t:

1.     Say what others aren’t willing to say

2.     Show what others aren’t willing to show

3.     Sell in a way others aren’t willing to sell

4.     Be more human than others are willing to be

These four practices were powerful even before AI reshaped how audiences consume content and make decisions. But now, with artificial intelligence optimizing how your content is found, ranked, and interpreted—these practices have become indispensable.

Let’s take a closer look at what they mean for you as a leader—and how they align with the new realities of AI-driven communication.

1. Say What Others Aren’t Willing to Say

Your audience (whether donors, customers, parents, or students) is already asking hard questions. And today, they’re typing those questions into search bars, AI chatbots, and voice assistants.

They want answers. Not spin. Not slogans. Not fluff.

But most organizations still avoid the tough stuff:

• “What are the downsides of your program?”

• “How much does this really cost?”

• “Why would I choose you over a competitor?”

When you say what others aren’t willing to say, you become the voice that people trust. And AI loves that kind of transparency.

💡 AI Optimization Tie-In: AI tools reward content that directly and clearly answers real user questions. If you’re willing to tackle the uncomfortable topics (e.g., costs, comparisons, objections) you’ll stand out in a sea of vague competitors.

2. Show What Others Aren’t Willing to Show

We live in a visual world. But not all visuals are created equal. Most organizations stick to safe, polished content—stock photography, staged testimonials, and generic videos.

Sheridan challenges us to go further:

• Give a behind-the-scenes tour of your operations.

• Show how your service or program really works.

• Let real people tell real stories—unscripted.

Transparency builds trust. And showing, not just telling, increases credibility.

💡 AI Optimization Tie-In: Rich media—like original photos, videos, walkthroughs, or visual explanations—boosts engagement. And AI tools (like Google and generative engines) increasingly surface content that’s perceived as helpful, human, and detailed.

The more you show, the more signals you send that your brand is trustworthy, complete, and worth ranking.

3. Sell in a Way Others Aren’t Willing to Sell

Sales isn’t just about persuasion. It’s about alignment.

Most organizations follow one of two flawed paths:

• The soft sell: all inspiration, no clarity

• The hard sell: all pressure, no trust

Sheridan’s model asks: what if your sales process was actually… helpful?

Selling today means:

• Answering before being asked

• Explaining before being pushed

• Empowering rather than cornering

This approach makes you easier to trust and easier to buy from.

💡 AI Optimization Tie-In: The rise of AI-assisted buying means many decisions are now shaped long before a salesperson enters the conversation. Educational, buyer-centric content isn’t just nice to have—it’s what fuels the entire sales funnel.

4. Be More Human Than Others Are Willing to Be

This might be the most radical principle of all.

In an age of automation, algorithms, and endless content, what cuts through the noise is simple:

Being real.

Being human means:

• Admitting what you’re still working on

• Sharing stories, not just stats

• Letting your tone feel personal, not polished

It’s leadership with a heartbeat, and people crave it more than ever.

💡 AI Optimization Tie-In: Ironically, as more content becomes machine-generated, authentically human content becomes a competitive advantage. Thoughtful tone, vulnerability, and real voice are harder for AI to fake—and easier for AI tools to recognize and elevate.

What This Means for You

As a leader, your job isn’t to create content. It’s to shape your brand’s voice. That voice is shaped by what you’re willing to say, show, and share—especially when others hold back.

If your message feels too safe, too sterile, or too scripted, you’re probably leaving trust (and growth) on the table.

Sheridan’s Endless Customers model gives us a practical roadmap for rebuilding that trust—and with the rise of AI, it’s no longer optional.

The brands that lead tomorrow will be those who:

• Answer real questions directly

• Create content that’s genuinely helpful

• Lead with transparency, empathy, and clarity

Because if you want to earn attention today, you don’t have to outspend your competitors—you just have to out-trust them.