Trust Me I'm Lying

Everybody everywhere can now post to the world—are they telling the truth, and does it even matter anymore?

Trust in "mainstream media" is at an all-time low. A recent survey found that only 31% of American adults express trust in what was, until recently, their primary source of news. This decline is part of a broader shift where audiences are increasingly skeptical of traditional news sources and turning to alternative platforms for information.

We've all heard of the attention economy. Social media platforms prioritize engagement above all else. The longer they can keep you scrolling, the more money they make. Over and over again, they've demonstrated that they don’t care about the content itself—only its ability to hold your attention. Misinformation, sensationalism, and outrage often perform better than well-researched facts.

The Trust Advantage

So how does this relate to you? If you're building an audience, being trustworthy is a differentiator—a way to stand out in the noise. In a world where anyone can say anything, those who consistently provide reliable, well-researched, and thoughtful insights become indispensable. Trust is no longer just a virtue; it’s an economic advantage.

The challenge, however, is that it’s becoming easier and easier to outsource your voice. AI can now write, create, and even mimic human personalities. But do you trust it? More importantly, will your audience trust you if they discover your work is AI-generated? What happens when AI gets something wrong and breaches that fragile trust?

AI Can Help—But Don’t Let It Think for You

The old saying “trust is hard-won and easily lost” has never been truer. AI tools are incredible for scaling your work, but audiences don’t want to hear from ChatGPT or Claude—they want to hear from you. Don’t outsource your thinking; outsource your chores.

The slow work of carefully curating, analyzing, and presenting information in a way that builds trust cannot be automated. People value authenticity. They value your unique perspective. Use AI to assist, not replace, your creative process.

The Decline of Traditional Media—and the Rise of Personal Brands

I’ve worked in media my entire adult life, and I’ve never seen so many journalists lose their jobs as I have recently. One reason? People are turning away from major media outlets. In response, advertisers are shifting their budgets to platforms like Google and Meta, where they can target individuals directly. This creates a vicious cycle: fewer ad dollars for traditional journalism means fewer journalists and a greater reliance on algorithms to determine what information spreads.

But here’s the good news: personal brands can now build trust at an individual level. If you consistently provide valuable insights and prove yourself reliable, people will turn to you instead of legacy media. Trust becomes your unique selling proposition.

Full Circle: The Future of Trusted Voices

This shift could actually disrupt the cycle. If larger platforms realize that audiences are craving trustworthy voices, they may start to elevate individuals with credibility rather than optimizing for clicks. In essence, we could see a return to a media landscape where the most trusted voices, rather than the most sensational ones, become the new gatekeepers.

In the meantime, do the slow, patient work of building an audience that trusts you. Resist the temptation to chase viral hits at the cost of your credibility. In a world overloaded with information, those who can consistently provide clarity, accuracy, and honesty will stand out—and win.

Trust is the new currency. Invest wisely.

Thanks for reading—I really appreciate your trust. I've got a free mini-course for you, which you can get here: How to Be a High Performer in Times of Change.