Trust Is an Engineered Output

Trust feels like a feeling, so most companies treat it like one, something that accumulates on its own if the work is good. It does not.

Trust is the output of a proof system: the evidence a prospect can verify without taking your word for it. Where that system is absent, even excellent work converts poorly.

Engineering trust means deciding, deliberately, which proofs your market weighs most, and making them present at the exact moment doubt would otherwise win.