Before a brand is a brand, it is trust. This is my position, and it guides how I build and invest. If customers don’t trust you, they won’t buy, even if the product looks cool.
Here is the simple truth: trust is the currency that converts. Until your name carries weight on its own, you are borrowing the trust of others. Ignore this and growth will stop.
Trust Drives Sales, Even When We Doubt the Source
We all do something a little irrational when we buy online. We fact-check opinions we don’t fully believe. I do it too. We know some reviews are fake, but we’re scanning the stars and skimming a few lines anyway. It’s human nature to look for signals that say, “It’s safe.”
“Trust is the same as a brand, but before you have an established brand, trust comes from third-party validation.” —Erik Huberman
This behavior is reflected in the numbers. Seventy-five percent of people won’t buy from a company they don’t trust. The remaining 25% are early adopters. They like to be first and will take risks. But most customers need proof.
“That’s 75% of people (who) won’t buy from a company they don’t inherently trust.” —Erik Huberman
Borrowed Trust Beats Untested Hype
The product alone rarely makes the first sale. The proof yes. This is why third-party validation is so important before building your brand. People rely on cues from others. They want to see results, not just promises.
And yes, some signals are messy. Are Amazon reviews perfect? No. Do people still use them to decide? Every day.
“Even though 99% of people don’t believe Amazon reviews are real, they still look at them. » —Erik Huberman
What Really Builds Confidence Fast
You don’t need to wait years to get your brand equity. Battery proof. Make verification easy. Overlap multiple signals so that a weak link doesn’t break the chain.
- Testimonials: Short, specific and results-oriented quotes.
- Notice: Trends in volume, recency, and star ratings are important.
- Case studies: Show the problem, the plan and the result.
- RP: Third-party coverage indicates you’re worth a look.
- Influencers: Borrow your credibility from trusted voices.
- Approvals: Partnerships and brand alignments that reduce risk.
Each item answers the same customer question: “Can I trust you with my money and time?”
Repression and why it fails
Some founders tell me, “If the product is great, people will get it.” I like to believe in the product. But believing without proof is a hobby, not a business. The first users could get started. Most people won’t. They are waiting for signals. They are looking for receipts.
Others claim that “the reviews are fake.” Some are. But customers still weigh them, along with press, referrals and social proof. This mix makes things happen.
Awareness, confidence and health
Make yourself seen. Make yourself believe. Then deliver. Awareness without trust burns money. And confidence without a strong unitary economy is fragile. On the operational side, maintain healthy gross margins. If your margins are low, you can’t scale the evidence that builds confidence.
“Covering awareness, covering trust… is a good start on the marketing side. On the operational side, gross margins need to be high.” —Erik Huberman
My Playbook for the first 90 days
Here’s how I guide teams when they need quick traction.
- Audit existing evidence: find gaps in reviews, testimonials and case studies.
- Run a review engine: post-purchase requests, reminders and policy incentives.
- Produce two case studies: clear before and after data points.
- Win fast PR wins: niche outlets first, then scale up.
- Test two levels of influencers: a micro for trust, an intermediary for reach.
Do it right and your conversion rate will increase. Your customer acquisition cost decreases. Your brand begins to stand on its own.
Last word
Trust is your brand until your brand is trustworthy. Stack up third-party evidence now and let performance do the talking. Then maintain strong margins so you can continue to tell that story.
If you lead a team, make trust a metric. If you’re a founder, make proofing a weekly habit. Ask for advice. Send the case study. Get the functionality. Your next customer is waiting for a reason to say yes.
Frequently Asked Questions
Q: What do you mean by “borrowed trust”?
Borrowed trust is the credibility you earn from others (reviews, press, influencers and partners) before your own brand has traction with customers.
Q: Are reviews still useful even if some are fake?
Yes. Customers always use them as signals. Pair reviews with case studies, PR, and references to create a stronger, more reliable picture.
Q: How many reviews do I need to move the conversion?
Aim for consistent volume and recency rather than a magic number. A growing number of recent comments beat a big block of outdated reviews.
Q: Can great products win without social proof?
Sometimes with early adopters, but most buyers wait for validation. Evidence removes risk and accelerates decisions.
Q: Why mention gross margins in a discussion about trust?
Healthy margins fund the engines that create evidence: content, PR, influencer deals, and customer support. Without margin, trust efforts stop.
