How to Build Trust. And Why it Matters in Influence & Persuasion

The video discusses the importance of trust in influence and persuasion, introducing frameworks for building trust based on ethos, logos, and pathos. It highlights the need for integrity, credibility, and empathy, and relates these to the trust equation by Maister, Green, and Galford. The video also compares these ideas with the model from the book 'Unleashed' by Francis Fry and Anne Morris, emphasizing authenticity, logic, and empathy as key components of trust.

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