Marketing trust can become vague
Teams may talk about trust without naming which promise, choice, data source, customer experience, or outcome deserves attention.
Participate Case study · Trust Gap
From an accountability idea to a Trust Index experience.
How Trust Gap turns the Trust Index into a practical way for leaders to examine where trust is earned, weakened, or repaired across the marketing system.
The problem beneath the request
Trust is easy to claim and hard to examine.
Metrics can narrow the question
Campaign performance can show activity while missing whether people received the value they were led to expect.
Leaders need a starting point
Accountability work can feel large until someone turns it into plain questions people can answer together.
Jay’s approach
Jay connects Trust Gap to the wider accountability system around it.
01
Start with the promise
Ask what the organization led people to believe and where that promise shows up in the full experience.
02
Look across the system
Connect product, price, place, promotion, data, leadership, ethics, and follow-through instead of isolating marketing communication.
03
Make reflection usable
Give leaders a practical entry point before a consulting conversation, workshop, or internal decision.
04
Keep the idea accountable
Tie the experience back to MAC writing, IAE questions, Clean Data Alliance principles, and Jay’s own practice.
What changed
Trust Gap makes the Trust Index easier to use and discuss.
A clearer first conversation
Leaders can arrive with sharper language about where trust is strong, weak, or untested.
A shared accountability frame
Teams can connect marketing promises to business behavior, evidence, and customer experience.
A visible commitment
The product holds Jay accountable to the field-building work he has chosen to invest in.
The through line
Trust Gap is the Trust Index experience: a practical way to move from concern about trust to a clearer view of what needs to be examined, changed, or defended.
Discuss a similar challenge with Jay