Growth Is Now a Trust Problem

Growth is broken. Trust is the fix.

All of us are fighting a war on three fronts (thanks to AI). Customer product expectations are higher than ever. Distribution channels are collapsing. And everyone - big incumbents, new startups, even your own customers with vibecoding - are coming for your value prop.

How are you supposed to grow in this new landscape? It ain’t easy. But there’s a new playbook that I’m seeing emerge, and it’s all built around one simple concept: Trust.

Here’s how it changes how you should be thinking about your growth model.