Identity Trust: Why 125 Years of Marketing Just Died

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 Special Announcement After 5 years of teaching entrepreneurs how to build, buy, and sell companies, I'm retiring all Epic courses and educational content permanently. This isn't because they didn't work, thousands have built real wealth with these frameworks, but because AI, capital markets, and collaboration have changed the game. I'm shifting from teaching deals to doing deals. Want access to everything before it disappears forever? This is your last chance to grab 5 years of proven frameworks, strategies, and training materials before they're gone for good. See the full story and whats going into the vault here: Go to the vault Connect with me on social:TikTok: Check out my TikTok HereInstagram: Check out my Instagram HereFacebook: Check out my Facebook HereLinkedIn: Check out my LinkedIn HereSubscribe to my YouTube 👉  Here RESOURCES: • 7 Steps to Scalable workbook • Get my book, Zero Down, FREE