An Operating System for
Marketing Worth Believing In
The TRUST Framework is more than a checklist; it's a strategic compass. It guides marketing teams to operate ethically, effectively, and with a focus on creating long-term value and genuine connection.
Transparency
Core Principle: Be Open and Honest.
This principle is about showing your work, your rationale, and the "why" behind your message. It builds confidence by replacing ambiguity with clarity. Below are the key operational directives for embedding transparency into every marketing action.
Directives for Transparency
Relevance
Core Principle: Earn Attention, Don't Hijack It.
Truly effective marketing speaks directly to an audience's real needs. It's about a deep understanding that leads to a perfect fit between the problem you solve and the person you're serving. The goal is to find that sweet spot where your message becomes a welcome solution, not an unwelcome interruption.
Audience Needs
Marketing Message
RELEVANCE
The perfect fit!
Utility
Core Principle: Be Genuinely Useful.
Marketing should provide practical value. Even promotional content can offer clarity, confidence, or clear next steps. The chart here illustrates the vast difference in perceived utility between low-value "brand fluff" and high-value, problem-solving content. The aim is to shift all efforts towards the right side of this chart.
Storytelling
Core Principle: Tell True, Meaningful Stories.
Move beyond noise to provide context, understanding, and inspiration. Authentic stories create human connection and make your message memorable. The most powerful narrative follows the Problem-Resolution Arc, guiding the audience from a challenge they recognize to a better future you can help them achieve.
The Narrative Arc
1. The Problem
Identify a common challenge or pain point for your audience.
2. The Turning Point
Introduce a solution, insight, or new perspective.
3. The Positive Outcome
Show the transformation or benefit achieved.
Tangible Impact
Core Principle: Measure What Truly Matters.
Focus on driving real change, not just looking busy. This chart contrasts two mindsets: one chasing "Vanity Metrics" that feel good but mean little, and another focused on "Impactful Metrics" that reflect genuine business and customer success. The goal is to shift resources and accountability towards what creates tangible results.
Last modified: June 17, 2025