In this episode of Business Lunch, Roland Frasier and Ryan Deiss discuss the evolving landscape of the customer journey, emphasizing the importance of trust in modern marketing. They explore how traditional stages of the buying process are being replaced by a more fluid approach, where trust becomes the key driver of transactions. Through case studies and examples, they highlight the significance of identity trust, authenticity, and the role of founders as trust agents in building strong connections with consumers. The conversation also touches on the challenges and strategies for effectively engaging audiences in both B2B and B2C contexts.

Chapters

00:00 The Death of the Traditional Customer Journey

02:51 The Role of Trust in Modern Marketing

06:09 Case Studies: Successful and Controversial Campaigns

09:05 Identity Trust: Connecting with Consumers

11:57 The Power of Authenticity in Advertising

14:56 Building Trust in B2B vs B2C

17:59 Actionable Strategies for Trust Building

20:47 The Importance of Founders as Trust Agents

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