Building trust through market-driven solutions

Building a business, especially one targeting enterprises, is as much about understanding objections as it is about delivering value. Recently, during a client call, I found myself revisiting a familiar scenario—a moment that mirrored countless conversations I’ve had while growing an agency. When we first started Intelekt AI my idea of selling was almost childlike in its simplicity - We build, they buy, and the journey begins. I couldn’t have been more mistaken. In B2B, the decision-making landscape is nuanced, and the stakeholders have evolved. It’s no longer just the CFO scrutinizing risk; every decision-maker is now focused on de-risking, questioning not just what they’re buying but why they should trust it. Midway through this discussion—caught between hypothetical projections and a detailed back-and-forth—I paused and asked, “What’s the one thing stopping you from signing this contract today?” The response was immediate, “We need to know that you’re as invested in this outcome as we are.” In that moment, I could’ve leaned on the strength of our track record, showcasing all the clients who thrive with our model. But I realized this wasn’t about proof. It was about empathy. Instead of defending our approach, I chose to address their concern directly. But here’s the key: the solution wasn’t to change the essence of our model. It shouldn’t be. Instead, I proposed an adjustment, adding a clause to our engagement that aligned our long-term success with theirs—a mechanism that ensured accountability for their goals without jeopardizing the principles that make our work sustainable. That moment of thinking on my feet, guided by empathy, not only preserved the conversation but likely secured a future client. Here’s what I’ve learned: objections aren’t barriers—they’re invitations. They’re a chance to step into the customer’s world, understand their hesitations, and create solutions that honor both their needs and your own. Empathy isn’t just a strategy. It’s the foundation of trust, and trust is what enterprises buy.

Ten years after Gary Vaynerchuk’s 'Jab, Jab, Jab, Right Hook' philosophy changed my marketing approach, it remains remarkably effective. 


The secret isn't complicated: give value consistently before asking for anything in return. But the real magic happens when you truly LISTEN to discover what unique value your audience craves - the gaps no one else is filling.

 In my experience, this means going beyond surface-level content creation. It requires deep market research, interviewing potential customers about their specific challenges, and analysing exactly where current solutions fall short. 


The most successful practitioners of this approach don't just create content - they create solutions disguised as content.

 What makes this strategy timeless is its alignment with human psychology. We naturally reciprocate value and trust those who consistently help us without immediate expectation. 


The organisations winning today aren't those with the biggest advertising budgets, but those who've positioned themselves as indispensable resources long before the sales conversation begins.

 By delivering this targeted value consistently, when you finally make your ask, it doesn't feel like selling - it feels like the natural next step in solving their problem. Companies doing this right see conversion rates 3x higher because they've become trusted advisers, not just another vendor making noise.

 The strategy hasn't changed, but the execution has evolved. Today's audiences are more sophisticated, with higher expectations for personalisation and relevance. 


Those who execute with genuine attention to audience needs - who truly listen before they give, and give before they ask - continue to build the relationships that drive sustainable business growth in an increasingly noisy marketplace.

Why would your users distrust flawless systems? Recent data shows 40% of leaders identify explainability as a major GenAI adoption risk, yet only 17% are actually addressing it. This gap determines whether humans accept or override AI-driven insights. As founders building AI-powered solutions, we face a counterintuitive truth: technically superior models often deliver worse business outcomes because skeptical users simply ignore them. The most successful implementations reveal that interpretability isn't about exposing mathematical gradients—it's about delivering stakeholder-specific narratives that build confidence. Three practical strategies separate winning AI products from those gathering dust: 1️⃣ Progressive disclosure layers Different stakeholders need different explanations. Your dashboard should let users drill from plain-language assessments to increasingly technical evidence. 2️⃣ Simulatability tests Can your users predict what your system will do next in familiar scenarios? When users can anticipate AI behavior with >80% accuracy, trust metrics improve dramatically. Run regular "prediction exercises" with early users to identify where your system's logic feels alien. 3️⃣ Auditable memory systems Every autonomous step should log its chain-of-thought in domain language. These records serve multiple purposes: incident investigation, training data, and regulatory compliance. They become invaluable when problems occur, providing immediate visibility into decision paths. For early-stage companies, these trust-building mechanisms are more than luxuries. They accelerate adoption. When selling to enterprises or regulated industries, they're table stakes. The fastest-growing AI companies don't just build better algorithms - they build better trust interfaces. While resources may be constrained, embedding these principles early costs far less than retrofitting them after hitting an adoption ceiling. Small teams can implement "minimum viable trust" versions of these strategies with focused effort. Building AI products is fundamentally about creating trust interfaces, not just algorithmic performance. #startups #founders #growth #ai

Superior technology usually loses to trust deficits. The NewCos who win understand this deeply. LegacyCos provide coverage - decades of embedded relationships, compliance infrastructure, institutional safety. NewCos provide velocity - direct paths to outcomes without legacy constraints. Enterprise buyers increasingly ask: "Will this deliver outcomes fast?" and "Can I justify this choice?" LegacyCos excel at the second. NewCos must excel at both. The solution isn't copying LegacyCo's relationship playbook. It's building trust infrastructure optimized for a high clockspeed world. The Trust Ceiling Trust deficits create velocity ceilings regardless of technology quality. This is structural, not situational. Your product solves problems 10x faster, but if buyers don't trust delivery, speed becomes irrelevant. NewCos must engineer trust through domain expertise and proven outcomes - without institutional baggage. The NewCo Playbook: Wedge and Expand Today's mega-deals are fragmenting into smaller, milestone-driven projects. This creates opportunities LegacyCos are too expensive and slow to pursue effectively. Your strategy isn't competing on massive transformations. It's winning wedges and expanding from strength. Domain Expert Credibility Hire thought leaders who understand enterprise needs but aren't tied to legacy delivery models. Import domain knowledge, not institutional constraints. Champion-Led Wedge Entry Embed with operational teams before procurement involvement. Find specific pain points where speed matters more than coverage. Example: You deliver working inventory optimization in 30 days, reducing costs 15%. LegacyCo proposes 12-month workflow optimization before any results. The Speed Advantage LegacyCos take 12 months because they're carrying decades of institutional process. You take 3 months because you're purpose-built for outcomes. This speed differential compounds: - Faster implementation → faster results → stronger references - Wedge wins → adjacent problems → organic expansion - Proven outcomes → higher trust → shortened sales cycles The Readiness Test: Before entering any market → Do you have domain experts who'll publicly endorse your approach? → Can you name three specific wedges where your speed beats their coverage? → Do you have proof points of 3x faster outcomes than traditional approaches? If yes, you have trust infrastructure built for velocity. If no, you're just another vendor. The Choice Enterprise buyers increasingly prefer fast wins over comprehensive coverage. You can build trust infrastructure optimized for velocity, or watch superior technology stall in trust deficit. In enterprise markets: speed without trust stalls; trust without speed stagnates. The network rewards companies that understand both realities. (Full version sent to newsletter subscribers)

Reflecting on learnings in my new space… In loyalty, trust was everything. If customers didn’t believe in your brand or program, then you lost them. Now, in hosting and digital infrastructure, I see the same principle — only the stakes are higher. For those of you in regulated and performance-driven industries, trust isn’t just about rewards or points. It’s about the experience: secure transactions, fast sites, and peace of mind that your brand is safe to engage with. Here are 3 ways to reframe infra and security investments as growth levers: 1) Link performance to revenue. Faster load times = higher conversions. Don’t just measure clicks; measure trust-driven sales. 2) Treat compliance as brand equity. Being audit-ready signals customers that your brand is safe, modern, and reliable. 3) Make security part of the story. Customers who feel safe stay longer, buy more, and refer faster. Different industry. Same truth: trust is the currency. How is your company treating performance, compliance, and security — cost center or growth driver?