In this episode, we begin Part IV of The Trust Premium—the final part of the book, where we move from understanding trust to applying it through a structured process. I read Chapter 17, which introduces the Trust Premium Process, a three-phase framework designed to help you identify whether your industry rewards trust, how much of a premium customers are willing to pay, and how to target the segments that value it most. You’ll learn how to survey your industry, assess your current trust position, and prepare to build new trust-building habits that will raise your value, retention, and referrals. If trust is a differentiator, this is how you make it work for you.