From Uncrustables To Trustables

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Uncrustable Consumption

The NFL season is about to kick off. You know what that means? There’s a run on Uncrustables. It’s estimated that the NFL team devours 4-5,000 of these delicious PB&J delights every week.

Why do NFL superstars dig in and chow down on Uncrustables? It’s pretty simple:

• They taste good (btw, peanut butter is my favorite food)

• They are really simple (no fuss, no muss)

• They give you plenty of energy (carbs & protein)

Uncrustables power the NFL. They give these freak athletes what they need to motivate, to accelerate, and to be the best they can be.

So, what motivates, accelerates, and energizes your target market? It's not an Uncrustable; it's a Trustable.

Let's Make a Trustable

The ingredients to a trustable are really simple: it's your content. That stuff that your market consumes before they talk to you. You should probably think about it this way: every piece of content that you put out either builds or erodes trust. When we build trust, we're actually building acceleration because trust is a sales trust removes friction from sales because so much of a sales exercise is proving or assuring your prospect that you can do the things that you say you can do.

But if you build trustables all throughout your content (through your social content, through your media content, podcasts and articles and whatnot) through your web content (through your case studies) as you were building each one of these pieces you are building a really good trustable layer. And so when it comes time to sell, you and your prospect already have momentum.

A big part of building trust is being able to deliver your message in a place and space where your prospect can ingest it. (You can’t shove content into your mouth on the go like you can with an Uncrustable…). Syllaby might be able to help you repurpose your content…

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The Trustables Framework

The Trustables framework is really built on a couple of things:

1. Vibes (the way you act, your language, your humor, your communication style)

2. Vision (how you see the market/world (your take on trends, where things are headed)

3. Value/s (business & human values → ROI, case studies, outcomes, how you treat your team, what do you tolerate or call out)

Added together, those things creates VISIBILITY that compounds into a layer of TRUSTABLES.

It’s Like The Blockchain of Trust

Every piece of content you put out → a LinkedIn post, a podcast appearance, a whitepaper, an outbound email, a sales deck. whatevs… is another block added to the blockchain of trust. That sounds a little cuckoo, but here’s the deal - the beauty of a blockchain is that everything is logged, timestamped, and visible forever. That’s exactly how your content works in the market.

From a sales perspective, content is the currency of trust. Each block you publish either builds compound interest or drags your balance into overdraft. And here’s the thing…half the stuff you see on LinkedIn and 87% of the ads on your Insta feed aren’t exactly trust-building entries. They’re bad blocks cluttering the chain.

When you add positive entries on the regular - insights, proof, stories, authentic POVs -you add to your ledger of credibility.I can't tell you how often somebody has said to me on a call, "I've been following your stuff for months…" or "I've been reading your newsletter, and I'm excited to talk to you because I think you can help me with…" That’s the blockchain working.

I know I have been blabbing about the trends of days gone by (cough…blockchain…cough), but I am pretty sure that this AI thing is going to hang around for longer than the value of your mint-day Bored Ape…so you might as well get smart about it with Superhuman AI - its a seriously good newsletter.

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Trustables Are Yummy

When your vibes, vision, and values match tightly to a prospect's true need, want, or desire, that moment is a trustable. In the content strategy work I do with my clients, I call it Content DNA.

When that match happens, it’s a a very yummy trustable. It’s a core building block of a relationship. It’s how trust builds, creates a rich & fertile environment that help you grow sales because prospects already feel aligned (happy, comfortable, ready to move fast) before they even buy.

Content DNA makes you magnetic to the right ones prospect. One client of mine landed a deal after the prospect heard their CEO on a podcast.

The prospect said, “Your last episode about loving deep client engagement hit me right in the gut. Our currrent agency just clicks the boxes on the to do list & they are on to the next client. They don’t understand us. We need a partner who’s all-in.” That’s Content DNA at work…a piece of thought, out in the content blockchain, allowing a prospect to accelerate their way into a sales call.

But when the match doesn’t happen? That’s not failure - no way. That’s your business’ immune system kicking in. No match, no trustable moment, no wasted time on bad-fit kids.

The Sales Advantage

A bunch of effective, trustworthy, delicious Content DNA matches doesn't just attract the right prospects, it allows there to be intimacy and alignment from the 1st discussion.

Most sales calls are spent proving you’re the right choice. But when there’s a Content DNA match, you don’t have to prove much. You’ve already become a category of one. The prospect isn’t price-shopping or comparing other agency case studies. They’re showing up thinking: “When can we get started?”

That’s the real advantage. Content DNA means the conversation isn’t about proof. It’s about cooperatively mapping the path ahead. They’re on the call because they want to hire you, not because they need convincing you’re legit.

Creating great content alone isn’t enough, but with Content DNA, you start every sales call 1st & goal - trusted, aligned, and ready to take the ball to the house.

Let’s Move The Chains

You know those big fellas on the offensive line? They crush Uncrustables because it’s a lot of power in a tiny bite. In that same way, your prospects love authentic, engaging content for the same reason…it delivers a lot of trust in a tiny bite (with absolutely no crust 😉).

Content is your only real defensible differentiator. Check out the content creation playbook in Inner Circle 85 & our content strategy workflow in Inner Circle 86. And when you’re ready to start your own content journey, I’ve got you covered…whether you’re a solo founder, a scrappy small team, or a bigger crew looking for scale.

Let me help you turn your next post into an Uncrustable trustable, a delicious & nutritious piece of Content DNA that moves the chains.

Book a call? I swear it will be more fun than getting crushed by a 314 lb offensive tackle.

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Let’s hear about trustables (not uncrustables) from other wicked smart people

The Anatomy of Trust, Brené Brown: Brené hands you the BRAVING trust checklist—Boundaries, Reliability, Accountability, Vault, Integrity, Non-Judgment, Generosity—so the next time someone ghosts you, you can blame them for failing your BRAVING test. Listen to Coach Brené.

Daring Greatly, Brené Brown: (Can you tell I am a Brené fan?) A New York Times bestseller that teaches you to lean into vulnerability…because nothing says “I trust you” like admitting you’re terrified you’ll fail. This is your playbook for leadership.

Crucial Conversations: Tools for Talking When Stakes Are High, Greney, Patterson, et al.: A go-to guide for when things are about to blow up…but you’d rather talk it out. Sold over 2 million copies, because the only thing scarier than confrontation is silence. Not business, but useful everywhere. Eat it like its a PB&J.

Earning Trust with Rachel Botsman, Wired: Oxford’s trust whisperer unpacks how transparency is your best friend during chaos. Because explaining why things change (or numbers wobble) is the trust version of “It’s not you, it’s me.” This is from 2020 - it’s like watching NFL Classic films, ok? Go read it.

You all know I am not a tech genius, and I have the frustration tolerance of a toddler. But Lindy.ai is an agentic builder that allows even little old me to make useful shiz. I tried Lindy after they were an advertiser a few issues back & later that week I heard the CEO on a podcast. So, I put on my big boy pants and did some building.

Here’s the WTF GTM Daily - look at what’s happening in the world of GTM tech, data, AI (natch), rev ops agencies, GTM big thinkers & more. Give issue 1 a read? It’s a work in progress.

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