About twenty years ago, at a global marketing and sales conference in London, the speaker gave a brilliant presentation on the importance of trust. All the facts, all the figures—plenty of proof.

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Then a senior exec from a US telecoms brand stood up and said:

"I get it. But how do I actually build trust? How do I steer it? And how do I ask my CFO for money for it?"

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The room—full of people investing billions in the market—went quiet. No one had an answer. Neither did we. But it clicked, and we wanted to find one.

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How important is trust to your success?
Nine or ten out of ten? Then how do you empower your teams to build it in every interaction?

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We researched everything we could get our hands on. From anthropology and psychology to sociology. But nothing really explained how trust forms—or how to help clients build it.

Be honest? Communicate? Be transparent? What do you do with that? So we pulled together a team of practitioners and academics, including Professor Wilhelm Salber—the father of modern psychology—to dig deeper.

 

We didn’t start with the goal of creating a tool. 

(That never ends well.)

We just wanted to understand how people actually experience trust. That’s how TrustLogic® began.

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After hundreds of in-depth psychological interviews, one thing became clear:

People don’t just “trust”. They connect specific, tangible reasons to their trust—or distrust.

And all those reasons fell into six distinct categories.
We identified them, mapped them, and saw how they interact.

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The result?

We began applying this trust logic with clients—pinpointing exactly what they were trusted for, what customers wanted to trust them for, and what kind of trust would set them apart.

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We translated that into brands—with TrustLogic® showing us exactly which brand values to define and how to substantiate them.

In marketing—optimising every CVP, idea, and word for trust.

In sales—crafting customer trust strategies and word-by-word flows through every stage of the process. In people engagement—building trust in the organisation, in departments, and in specific leaders. And the impact?

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In FMCG, brand sales rose by 36%—sustainably and without additional investment.

In financial services, again with no extra spend, the client achieved record fund inflows. The work was adopted across nine markets.

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Since then, we’ve built on that experience—layering in more data and developing the Trust (and KPI) Driver Analysis through a combination of advanced analytics and practical implementation.

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Now, with advanced algorithms and AI, we’ve taken it a big leap further. Where it once took hours to train teams to apply TrustLogic® to their function and day-to-day work, 

 

TrustLogicAI is now your expert trust copywriter, ideator, and researcher—all in one, and instant.

And our automated Trust Driver Analysis means any client can now simply plug the TrustLogic® Survey Module into their existing surveys.

You’ll instantly see which trust drivers and messages have the greatest impact—right within your survey platform. Or you can drag and drop results into our Analyser and, with one click, use the AI to create precision, high-trust content—aligned across all functions.