Listen Here | From Renegade Marketers Unite, Episode 503: The Framemaking Sale: Building Buyer Decision Confidence

Most marketers worry about whether buyers trust their brand. Brent Adamson, author of The Framemaking Sale, argues that the actual issue sits somewhere else: Buyers do not trust themselves.

In this episode, Drew sits down with Brent to challenge three big assumptions: That more supplier trust is the answer, that buyers have a neat journey to map, and that customer centricity is always the right north star.

In this episode:

• Why decision confidence matters more than supplier trust
• How shifting from “trust us” to “trust yourselves” reshapes GTM
• How to rethink buyer journeys through the “never again” and spaghetti-bowl lens.
• Framemaking in practice, from nudges and checklists to maturity models.
• The three Es, Establish, Engage, Execute, as a shared marketing and sales playbook.

Plus:

• Escaping the smartness arms race by editing content to reduce anxiety and build buyer self-confidence.
• Turning social proof into a confidence engine, using “other customers like you…” stories.
• Making content supplier-agnostic, helping buyers ask better questions and weigh tradeoffs.

If you want your buyers to trust themselves enough to decide, start here.

For full show notes and transcripts, visit https://renegademarketing.com/podcast/