What do leadership and marketing have in common? In this episode of The Inspire Podcast, Bart sits down with renowned marketing expert Nathan Yeung to uncover surprising parallels between these two disciplines. Nathan talks about why "customers are lazy", shares a powerful 3-step process for building trust that's at the heart of marketing effectiveness, and reveals how leaders can adopt marketing strategies to inspire and connect with their audiences effectively.Through relatable anecdotes and real-world marketing examples, Nathan discusses the importance of crafting messages that resonate, when leaders should embrace a marketer’s mindset—and when they shouldn’t—and why big company messages often fall flat in leadership contexts. He also shares practical tips for communicating effectively, no matter your leadership role. Show Notes:00:27 Show intro01:07 Introducing Nathan02:03 Reaching consumers02:55 Nathan's background and how he got into consumer trust03:26 Marketing has a function that hasn't been very structured04:08 Is "best in class" hearsay?04:51 What works - consumer psychology05:06 Writing a book is hard05:41 We are just lazy 05:54 We are naturally averse to dealing with friction 06:26 We only support things we inherently believe07:12 People don't know why the "trust"08:49 Bart talks about the curse of knowledge09:21 The trust triangle09:56 Defining the trust triangle10:37 Pseudo logic in marketing10:48 It's not logic - it's a shortcut 11:32 Don't trust strangers? vs Uber or Lyft?13:38 Factors in building trust15:43 Authenticity18:29 Patagonia example19:14 If you're not going to live up to your stated values, better not have them in the first place 19:49 Empathy24:55 Nathan's advice to leaders25:18 Make your message simple26:14 It's hard to get to clarity and focus26:55 No one can interpret your message for you27:37 Make it as easy as possible for them 28:44 Positive feedback31:40 Where can people find out more?32:23 Thank yous