130: The Jay Clouse Episode

⚡️ High-Converting Websites Visual Swipe File: ⁠⁠https://www.mmgdesign.net/visualswipe... In this episode of Marketing by Design, I sit down with ‪@jay‬ to unpack one of the most misunderstood forces in marketing and business: trust. We explore why trust is declining generation by generation, why people are choosing less than ever, and what marketers can do to earn trust faster—without slipping into manipulation.Jay breaks down the research-backed four traits of trustworthiness (competency, reliability, integrity, empathy), how he had to reverse-engineer why audiences trust him, and why “leaving money on the table” is sometimes the strongest trust signal you can send. We also talk transparency vs. trust, invisible selling, and how Jay uses AI to pressure-test ideas without losing his voice.If you’re building an audience, selling services, or leading a brand in a skeptical market—this episode will recalibrate how you think about trust.---CONNECT WITH JAY CLOUSE🌐 Website: (https://www.creatorhq.com/)✍️ Newsletter: https://www.creatorscience.com💼 LinkedIn: / jayclouse 🎙 Podcast: Creator Science---CONNECT WITH ANDY🌐 Website: https://www.mmgdesign.net/💼 LinkedIn: / mmgdesign 📸 Instagram: / mindfulmilligan Resources MentionedThinking, Fast and Slow — Daniel KahnemanRachel Botsman (trust research + frameworks)The 48 Laws of Power — Robert GreeneFrancis Fukuyama (high-trust vs. low-trust societies)Jordan Harbinger (invisible selling philosophy)---Timestamps00:00 — Why trust is declining (and why people choose less)01:51 — Trust, loyalty, and why Jay thinks of his wife first05:39 — Humans evolved to trust beyond family lines07:11 — The trust blind spot: 75% think they’re above average08:58 — Reverse-engineering trust with an audience10:00 — The 4 traits of trustworthiness11:22 — Leaving money on the table as a trust signal13:34 — Trust vs. manipulation15:51 — Transparency as a trust substitute21:44 — Packaging ideas: books vs. content25:58 — Why Jay’s book is ~90% net new28:01 — Using AI to steelman ideas35:21 — The fox and the scorpion story39:50 — Choice overload and decision paralysis41:42 — Soft trust signals (confidence, presentation)44:00 — Vulnerability and reciprocal trust48:02 — The “before vs. after” promise of trustTEAM🎙 Host // Andy Milligan: / mmgdesign 🎥 Production // MMG Design: https://www.mmgdesign.net/