It seems like the right move. You bring a guest on, you spend a few minutes listing their TED Talks, their books, their awards, their credentials. You're establishing their authority so your audience trusts them, right? Wrong. In this episode, Jon shares the story of a client who had a highly produced, well-booked podcast with one glaring problem: she was flattering her guests so much that she was delaying the only thing her audience actually came for.

Awards don't build trust. Results do. Jon uses a simple but effective analogy: if a plumber wrecks your basement, it doesn't matter how many five-star reviews they had online. Your personal experience with them is what forms your opinion. The same is true in podcasting. It's not your guest's resume that builds trust with your audience. It's the value your guest delivers during the episode. Th ...