Building Trust at Scale in the Age of AI, With Stephen Woessner

Points of Interest

• 00:00–01:02 – Introduction: Marcel welcomes Stephen, a veteran agency operator, author, and CEO of Predictive ROI focused on helping agencies sell more by adding value.
• 01:02–03:09 – Who Predictive ROI Serves: Stephen explains their exclusive focus on agencies and their expertise in business development through authority positioning and structured nurture.
• 03:09–05:18 – Systems Mindset Origin Story: From Air Force missile silos to agency life, Stephen shares how life-or-death procedures taught him the power of process in selling.
• 06:21–07:30 – Why Go-to-Market Matters Now: With AI as a new disruption, positioning and trust creation become mission-critical as channels get noisier.
• 07:30–11:30 – Trust Starts Below Zero: Referencing market skepticism, Stephen argues prospects begin in “distrust,” so sellers must over-prove capability through repeated value.
• 11:30–15:43 – Expertise vs. Empty Positioning: Marcel critiques “lipstick positioning” and argues public demonstrations of expertise are required to restore credibility.
• 17:06–20:30 – Power of Long-Form Content: Both highlight unscripted, long-form conversations as a stress test that builds trust better than polished sound bites.
• 20:49–23:55 – Step 1: Choose a Narrow Who: The framework begins by declaring a niche, rejecting generic messaging, and embracing focus as the path to demand.
• 23:55–28:27 – Step 2: Name the Methodology: Codify problems, pillars, and levers; document common mistakes and strategic moves so teaching and delivery match.
• 30:18–33:51 – Trust Architecture: Help Me Understand: First sales meeting is a five-question diagnostic about the prospect’s priorities, obstacles, and market—no pitching.
• 34:08–39:53 – Align & Prescribe → Meet & Greet: Use a self-scoring “Focus Finder,” then have strategists teach the system, add proof and ROI, and gain conceptual agreement.
• 40:24–48:00 – Content Blueprint & Consistency: Turn the methodology into pillars (Grow, Nurture, Sell), create cornerstone content, repurpose across channels, and show up weekly.

Show Notes

• Edelman Trust Barometer report
• Predictiveroi.com/resources
• Stephen’s LinkedIn

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