I can get too obsessed with researching a purchase. Not always... but I can fall deep into review hell when I’m trying to book a resort or choose a restaurant in a new city. Hours lost comparing, scrolling, analyzing... all just to make what should be a simple decision.

That’s why what Cami Ferreira shared with me on CX Passport intrigued me.

In Europe, the average customer consults 8 to 10 people before deciding. In Brazil, it’s 2.5. That difference stunned me. And it reminded me that trust doesn’t just smooth the buying process... it transforms it entirely.

If a Brazilian friend says, “Yes, buy it,” the deal is almost sealed. If they say, “Don’t,” the decision evaporates.

Trust works at lightning speed, in both directions.

• Trust compresses time. It pulls decision-making forward and strips out the noise.
• Trust amplifies. A single great interaction can ripple outward quickly... but so can a poor one.
• Trust is tangible. Cami’s 2.5 rule shows it can be observed, measured, and acted on.

And that left me wondering... what if we treated trust like we treat our budgets or hiring plans? We track every dollar and every open role with care because we know they shape the business. What if we gave trust the same level of attention?

Would you run your business differently if you could see how many conversations it really took to close a customer? Would you invest more in relationships than in yet another layer of tech?

The lesson from Brazil is not that efficiency and data don’t matter... it’s that trust sits underneath them all. Efficiency without trust just feels cold. Strategy without trust just feels hollow. But trust... trust makes everything else work faster, smoother, and better.

Your Turn:​
If someone in your customers’ circle was asked about you today, would you be their yes... or their no?

Put those tray tables up and buckle those seat belts. Let’s go!

-Rick

P.S. If you know someone who might benefit from this week’s newsletter, please feel free to forward this to them. Or they can sign up here.

What’s on tap this week?…

Host - Rick Denton Rick believes the best meals are served outside and require a passport

🎤🎞️“The One With Brazilian CX Trust” with Cami Ferreira in CX Passport Episode 233🎧 Listen on any Pod app

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