Transformational Marketing Thought Leader and Investor | @YPO
Atlanta, GA
Joined September 2009
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- Following3.1K
- Followers2.4K
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Adding is easy. Stopping is harder.
YPO Southern 7 at Shepherd Center. Thanks Jamie Shepherd for the tour and @thejulietfunt for The De-Selection Advantage.
Her Wedge: a pause between question and answer. The gap between reacting and deciding.
Recap: bluerhinocapital.com/news/yp…
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Trust isn't a messaging problem. It's an operating one.
I joined Alan McLaren and Leanne Bucaro on Unmasked to dig into what makes a leader easy to believe.
Overview: bluerhinocapital.com/insight…
Free preview + pre-order list: bluerhinocapital.com/pre-ord…
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79% of execs say management always tells employees the truth. 46% of associates agree.
AI transformation is an internal trust test before it's a cost story.
Tell people the truth, then give them a future.
Free preview + pre-order list: bluerhinocapital.com/pre-ord…
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"Trust isn't a message. Trust is a capability."
My UNMASKED conversation with Leanne Bucaro and Alan McLaren explores how companies earn belief and what distrust costs them.
Watch: youtube.com/watch?v=yKqCCIfJ…
Book preview and pre-order list below. ↓
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My conversation on UNMASKED: The CEO Files is live. Leanne Bucaro and I talk about how leaders and organizations earn trust, and what it takes to be easy to believe. Thanks @STRATAOriginals! youtube.com/watch?v=yKqCCIfJ…
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A prospect once told me why he hired us: we'd published the case studies that didn't work out.
"You're the people that I could trust."
A wall of perfect results proves nothing. Honest proof does.
From my 2021 Results Leader episode:
bluerhinocapital.com/insight…
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Put the Trust Operating Review on the calendar before there's a fire.
Quarterly. CEO and CMO together. Promises vs. proof, incentives vs. behavior.
If trust only gets reviewed in a crisis, it's still theater.
More in my book, Built for Trust: bluerhinocapital.com/pre-ord…
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"We take safety seriously" used to be tone. Now it's evidence.
State attorneys general allege OpenAI misrepresented ChatGPT's safety. The FTC has reportedly subpoenaed OpenAI and Anthropic.
Before you make an AI promise, build the evidence chain:
bluerhinocapital.com/insight…
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Inside, I'm an engineer. Science first, then art.
On STRATA's Unmasked: The CEO Files, Alan McLaren and I traced one line through marketing, AI and investing: trust.
"Stories without strategy are entertainment."
My recap:
bluerhinocapital.com/insight…
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When the auction decides who sees the ad, "we're just a platform" is Trust Theater.
In late September the FTC asked if platform ad tools fuel impersonation scams.
Who verifies the ads next to yours?
natlawreview.com/article/ftc…
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HubSpot is cutting about 660 jobs in an AI restructuring. Co-founder Dharmesh Shah then apologized for his layoffs post, specifically and in public. I respect that.
AI restructuring tests internal trust before it's a cost story.
Six practices for CEOs:
bluerhinocapital.com/insight…
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From last week's open letter: an AI agent got around a government portal's refusal and reached non-public files. The government wasn't told for 84 days.
Principles state intent. Controls prove it.
Who can pause your AI agent? When did you last test it?
blog.lboro.ac.uk/vice-chance…
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"Trust does not eliminate friction. It keeps every new decision from starting at zero." (Built for Trust)
Without it, every proposal re-argues your credibility. That's the persuasion tax.
Where is your firm still paying it?
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