How the APPLE Framework Builds Trust with Your Customer Journey

93% of businesses are optimizing the wrong part of the funnel—and it’s costing them growth, trust, and connection.

In today’s episode, I walk you through the newly updated version of one of the most powerful frameworks I’ve ever created: the APPLE Framework for Customer Journey. This isn’t just a model—it’s a tool I’ve used with billion-dollar brands, startups, and my own business to build relationships at scale that drive retention, referrals, and sustainable growth.

Whether you’re writing emails, managing sales calls, onboarding new clients, or simply communicating on social media—this framework will transform how you guide people toward results while building trust every step of the way.

What You’ll Learn in This Episode

• Why most businesses are optimizing the wrong things—and what to do instead
• How to communicate more effectively with leads, clients, and your team
• The exact five-step framework (APPLE) for guiding people through your business
• How to use the framework in marketing, sales, delivery, onboarding, and even parenting
• Why building trust at scale is the new competitive advantage
• How to pre-handle objections, eliminate resistance, and create more referrals

Key Takeaways
✔️What you tolerate, you teach. What you communicate, you control.
✔️The Apple Framework = Acknowledge, Prepare, Project, Let Them Know, Excite
✔️Customer journey is NOT your funnel—it’s the emotional path people take with your brand.
✔️Marketing, sales, and delivery should all be rooted in relationship and trust—not tactics.
✔️This framework works in DMs, emails, coaching, team meetings, sales calls, and beyond.
✔️Most resistance in business happens when people don’t feel safe—this model solves that.
✔️Mastering customer journey is about mastering relationships at scale.

Timestamps
[00:00] – Why 93% of businesses are optimizing the wrong thing
[03:00] – The future of business: trust > attention
[06:00] – What most people misunderstand about customer journey
[10:00] – Introduction to the updated Apple Framework
[12:00] – The five steps: Acknowledge, Prepare, Project, Let Them Know, Excite
[15:00] – Example 1: Using Apple in an Instagram DM
[17:00] – Example 2: Onboarding a new coaching client
[18:30] – Example 3: Structuring a sales call with Apple
[20:00] – How this framework eliminates resistance and builds confidence
[22:00] – Why this works in ANY part of your business (or life)
[23:00] – Your challenge: Audit your last message, email, or call—did you Apple it?

Choose Your Next Steps:

Review your last email, message, or sales call—did you use all five Apple steps?

Practice using APPLE in your next piece of communication (DM, email, Zoom call, etc.)

Tag me on Instagram @itsGeorgeBryant and let me know how you’re applying the framework—I want to hear your wins!

Special Invitation: Work With Me!
Ready to scale your business through trust, alignment, and relationship-driven strategy?

Apply for 1:1 coaching or join the Relationship Beats Algorithms Alliance.