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What does it really take to become the most trusted voice in your market, not just today but over the long haul? And how do you keep earning trust when the rules of sales, marketing, and technology keep changing under your feet?

At IMPACT, we’ve built our entire philosophy on one simple truth: the most trusted voice in the marketplace wins. And if there’s one person who has defined that belief more than anyone, it’s Marcus Sheridan.

That’s why, for the 100th episode of our podcast, we knew we had to do something more than just celebrate. We brought Marcus on stage live at IMPACT Live in Chicago to challenge all of us to think deeper about what trust means now.

This wasn’t just a milestone, it was a moment that brought the entire community face-to-face with the real reason we all chose to build businesses differently: to lead with trust.
In this live AMA, Marcus doesn’t hold back. He went beyond “They Ask, You Answer” to explore the next evolution: Endless Customers, a system for earning trust consistently and turning transparency into long-term growth.

Marcus shared stories, challenged assumptions, and, as always, said the quiet part out loud.

In this article, we’ll break down the most actionable takeaways from that live session, including how to handle competitors, deal with internal objections, and use AI to scale trust at speed.

Should you respond when competitors publicly challenge your bold content or positioning?

This came from Brian at Paragon Payroll, whose manifesto in support of the cannabis industry ruffled some feathers. A competitor even tried to copy their approach, which raised the question: Do you engage? Do you stay quiet? What's the move?

Marcus offered clear guidance: disruption takes guts. When you draw a line in the sand, some people will try to cross it. Others will throw shade. That's the price of leadership.

"If someone comes to you with negative stuff, and they're mean, you nuke it," Marcus said. "But if it's well-intentioned disagreement, have the dialog."

The rule of thumb? Your platform is your house. Set your boundaries. Don't tolerate toxic behavior. But do welcome thoughtful dissent. That's how trust is built, too.

"If someone tries to rise to your level but doesn’t meet the bar, take it as flattery," Marcus said. "Stay focused on the customer."

There’s another layer to this: pushback often means your brand positioning is working. When you make bold, differentiated claims, you're drawing a clear line between what you believe and what you don’t. That invites discussion, yes. But it also creates clarity. Clarity builds confidence, both for your team and your buyers. And confidence is contagious.

In short: ignore the noise, stay human, and lead with integrity.

How do you get stakeholders on board when content might hurt vendor relationships?

This came from Andy at Paradise Energy, asking how to handle internal resistance when content could put strain on vendor or manufacturer relationships. Fair question. Especially when those vendors represent big accounts or long-term partnerships.

Marcus brought it back to values. "You have to ask: who matters most? The buyer? The vendor? The competitor? The non-fit customer?" If your company prioritizes the buyer, then your actions should reflect that. Period.

The key is to lead with facts. If you're going to publish content that might step on toes, be accurate. Use the vendor's own data or public statements. Stay objective. That’s how Yale Appliance does it. Their manufacturer partners may not love being featured in comparisons, but they can’t argue with clean, data-driven transparency.

"Make the commitment. If the buyer really comes first, then be willing to act on it," Marcus said.

No mudslinging. No opinions dressed up as insights. Just data, clarity, and honesty. That’s what builds long-term trust.

And here's the thing, this isn’t about being provocative for the sake of it. It's about choosing transparency over comfort. When companies hesitate to publish honest content because they fear hurting vendor feelings, they end up prioritizing those relationships over the ones they claim matter most: the customers'.

You can still maintain vendor relationships with professionalism. Being candid about the pros and cons of a product or partner doesn’t have to feel combative. It often elevates your authority in the buyer's eyes. It signals that you care more about helping people make good decisions than staying in anyone’s good graces.

Stakeholders may need to be reminded of that. And as Marcus pointed out, once the company commits to putting the buyer first, the decision-making gets a lot easier.

How do you expand your reach on LinkedIn beyond your professional peers?

This came from Noah, a CPA who's getting strong engagement on LinkedIn, but mostly from other accountants. He wanted to know how to attract more of his target audience: business owners and decision-makers who actually need his services.

Marcus didn’t sugarcoat it. "LinkedIn is not easy to build a brand on," he said. And the most valuable posts? They often get the least engagement.

The key, according to Marcus, isn’t chasing likes. It’s being intentional. That starts with the hook, the first sentence of your post. Spend time crafting it. Be opinionated. Create a curiosity gap. And don’t be afraid to challenge the norms in your industry.

"If there's one thing you need to be on LinkedIn, it's provocative of thought," Marcus said.

He advised professionals like Noah to lean into video content and speak directly to the business community. Address pain points. Call out bad practices. Share what gets companies into trouble with their accountants, and how to avoid it.

Here’s a tip from Marcus that often gets overlooked: write and speak like a human. Ditch the corporate jargon. Use the language your clients use. If your posts sound like marketing copy or audit reports, your prospects will keep scrolling.

Another opportunity? Tell stories. Real stories. What’s a mistake you’ve seen a client make that cost them big time? What’s a surprising insight that saved someone thousands? These narratives stick. They resonate because they’re relatable.

And don’t underestimate consistency. Post regularly. Comment on others' posts. Show up often enough to stay top of mind. It’s not just about the content, it’s about building a presence.

But, as Marcus warned, don’t become a caricature. Constant alarm bells make people tune out. “If everything you do is a five-alarm fire, people will start to think that’s just your shtick,” he said.

It’s about balance. Be bold, but stay grounded. Use strong opinions to spark real thinking, not rage clicks. That’s how you build influence that leads to opportunity.

What patterns do you see in teams that struggle with Endless Customers coaching (and how to fix it)?

Natalie from Secure Ideas asked an important question: What separates the teams that thrive from the ones that stall out in the Endless Customers coaching program?

Marcus was candid. It usually starts with a missed opportunity, like skipping the Alignment Day. When teams don’t begin with everyone on the same page, confusion and misalignment creep in fast.

Another issue? Overcomplicating content approvals. “If five people have to sign off on every blog post, that’s a recipe for frustration,” Marcus said. It kills momentum, stifles creativity, and often leads to watered-down content that no one’s excited about.

Then there’s the legal department dilemma. Marcus broke it down into two types of attorneys: the ones who exist to say no, and the ones who help you figure out how to say yes. If your legal team falls in the first category, you’ve got a bigger problem than just content delays.

Leadership involvement is another big one. If senior leaders or sales managers aren’t fully bought in, the initiative loses steam. "We’ve had companies tell us, ‘I want my team to do this, but I won’t be that involved,’ and we’ve learned to say no,” Marcus explained. Without top-down commitment, trust-building just doesn’t take root.

And don’t overlook the content manager role. Marcus noted that if that hire doesn’t work out, and the company goes months without a replacement, progress flatlines. Hiring the right person might take longer, but it’s worth the patience.

There’s also the issue of regression. A team might hit an 80 on the scorecard, but if people leave or priorities shift, that score can quickly drop. The fix? Annual Alignment Days.

“Even if you’re ten years in, you should be having an Alignment Day every year,” Marcus said. “It recenters the team and keeps everyone focused.”

That’s how teams stay in the game long-term. Recommit. Recenter. And don’t assume past success guarantees future momentum.

What AI tools are coming that align with Endless Customers to help companies scale trust?

Keven of AIS asked what many were thinking: Marcus, what's next? Specifically, what AI-powered tools are being developed to support the Endless Customers System^TM?

Marcus explained that before exploring any tech development, the team focused on perfecting the system outlined in the book. But with that foundation in place, they’re starting to explore what’s possible.

One early concept being explored? An AI-powered avatar based on Marcus’s communication style. The vision is to develop a tool that could offer feedback and insight, similar to a coaching session, using the content Marcus has shared over the years as a foundation.

“There’s no reason, based on the millions of words I’ve produced online, that we can’t build an incredible LLM-powered avatar,” Marcus said.

Think of it like this: You submit a piece of content, and the avatar offers thoughtful guidance based on the core principles of Endless Customers. Not as a replacement for coaching, but as a supplement. A way to expand access to these ideas at scale.

Marcus also noted that the team is thinking beyond just one avatar. Over time, there’s potential for additional versions that reflect other voices across the IMPACT team. It’s early days, but the goal is clear: make the core tenets of Endless Customers easier to act on, with the help of tools that reflect the real humans behind the insights.

As Marcus said, “We’re just getting started.”

What's your take on launching a podcast hosted entirely by AI?

Doug from PartnerMD asked a timely question: Is there value in producing a podcast with two AI hosts, without human voices in the mix?

Marcus was clear: it’s already happening, but he wouldn’t recommend it. Especially for companies still building their brand.

“If you wanted to make waves, I don’t think you’re going to do it with an AI-based podcast today,” he said.

The reason? Connection. Most people tune into podcasts to hear human voices, perspectives, and stories. That personal element is tough to replicate with AI, at least in a way that feels authentic.

That said, Marcus isn’t anti-AI creativity. He sees potential for brands to use AI in more imaginative ways. Think animated video podcasts, interactive themes, or shows that blend humor and storytelling to bring complex topics to life. For a brand like PartnerMD, that could mean a health-themed show powered by AI, but built around entertainment, not imitation.

“I could see that working really well. But I definitely wouldn’t do it just trying to replicate humans talking to each other,” Marcus said.

The takeaway? Let AI enhance your brand’s creativity, not replace its humanity.

How specific should you get with "Best in Class" service comparison content?

David from DeFranco Painting & Wallpaper asked a sharp question that gets into the nitty-gritty of SEO and trust content. In short, when you're writing a “Best in Class” article for services in your area, how specific should you get? Should it cover a major city like Chicago, or zoom into specific suburbs or neighborhoods?

Marcus loved the tactical nature of the question and gave a clear answer: follow the search behavior.

“Generally, you want to do that based on what people are searching,” Marcus said.
If folks in your area search by neighborhood or suburb, like West End or South Side in Richmond, Virginia, then that’s what your content should target. Use the same local language your audience uses. That could mean creating multiple versions of “Best in Class” content for each distinct area.

“Hopefully, that answers your question. It means there’s probably a decent number that you would produce. All of which is good,” Marcus said.

Going hyper-local isn’t just an SEO play, it’s a trust signal. When a homeowner in Naperville sees a “Best Painting Contractors in Naperville” article, they’re far more likely to click and trust it than a generic “Best in Chicago” piece. It feels relevant. Personal. Like, you know their street.

And don’t overlook the value in repeating formats. Once you’ve created one solid “Best in Class” post, you’ve got a proven template. You can replicate it for each neighborhood or service area you want to rank in. Same structure, tailored content. That’s efficient and effective.

In Marcus’s words, these pieces “still work incredibly well.” They educate buyers. They attract local search traffic. And they quietly build authority with every view.

What does it mean to be human, especially in a world filled with AI and automation?

Tamea from Global Metal Finishing asked the kind of question that made the room pause: after all the talk about trust and tech and tools, what does it actually mean to be human?

Marcus didn’t hesitate. For him, being human means connection. It’s when someone comes up and says, “I feel like I already know you.” That’s not just branding, it’s a relationship. It’s the result of showing up in videos, podcasts, articles, and being fully yourself.

He shared a favorite moment. Years ago, a woman approached him and said, “Marcus, you’re in the shower with me every morning.” (She meant his podcast, thankfully.) But that’s the point. His voice became familiar. His presence became personal. That’s humanity at scale.

“To me, human means connection,” Marcus said. “It’s when people feel like they know you before you’ve ever met.”

Marcus believes AI can help scale that feeling, eventually. He imagines a future where your great-great-grandkids can interact with a digital version of you. That may sound like sci-fi, but to him, it’s kind of beautiful. A chance to carry forward the living essence of who you are.

Still, there’s a catch. “If it doesn’t pass your litmus test, don’t put it out there,” he said. The tech has to feel right. It has to look right. Because if it’s off, even a little, it can break trust instead of building it.

“Trust is a principle that is never going to die,” Marcus said. “It should always be the obsession of any great business.”

Being human, in this context, isn’t about resisting technology. It’s about using it to deepen the emotional threads between you and your audience. It’s not about perfection, it’s about presence.

How do you scale your brand and monetize attention as your market shifts?

Craig from TikTok Energy shared a familiar challenge: their business has been mostly B2C, but now it's shifting toward B2B, and the geography is expanding too. That transition creates operational challenges, but also new visibility. So Craig wanted to know: how do you capitalize on that attention? How do you go from local to national?

Marcus didn’t start with tactics. He started with a mindset.

“There’s no better way to scale a brand to go national than Endless Customers,” Marcus said.

He shared the River Pools story. It started with a one-hour service radius. But as they published helpful, educational content, doing everything laid out in Endless Customers, that one hour stretched to two. Then three. Then the 50 states.

“We didn’t say ‘let’s go national.’ We listened. And the market told us it was time to scale,” Marcus said.

That’s the difference. Instead of obsessing over monetization from day one, focus on building trust. Create the content. Be useful. Become the go-to source. And then let the market guide your next move.

Because when you show up with value, the market notices. It responds. And it tells you where to go next.

“Build it, and they will come,” Marcus said. “That’s the Endless Customers model.”
It’s about earning growth.

With so much content out there, how do we know what's true, and how do we help others believe what we publish?

One attendee brought up a big question in the age of AI and endless content: How do we make sure our employees, customers, and prospects believe the information we’re putting out?

Marcus pointed to the need for honesty, especially with AI. He emphasized that the real risk isn’t just misinformation, it’s teaching systems to lie for convenience or comfort.

“Even if it hurts, the real answer should never be hidden. Never, ever teach AI to lie,” Marcus said.

He recommended setting clear instructions in any AI-based tool you use, ChatGPT included. Want better results? Tell it directly: Be honest. Don’t protect my feelings. Never lie. He even programs those rules into his own tools to keep responses grounded in truth.

This advice extends beyond software prompts. Internally, your team should operate the same way. Your marketing, sales, and leadership teams must align around a shared standard of truth. That might mean acknowledging limitations or saying, "We don't know yet", but doing so builds credibility over time.

The challenge, Marcus said, is that “truth” isn’t always black and white. But your job as a brand is to stay transparent and upfront, especially when the stakes are high. The moment you twist or omit for short-term gain is the moment you invite long-term doubt.

In a world flooded with information, what stands out isn’t noise, it’s clarity.

And beyond content? The real key is iteration. Whether you’re testing marketing, refining AI prompts, or switching tools, you’ve got to move fast and stay adaptable. Being static in a dynamic world is a recipe for obsolescence.

“We live in a time of iteration,” Marcus said. “Those that are great and will stay great are going to pivot faster than everyone else.”

That includes your tech stack, your content approach, and your strategy. The days of being married to a single platform forever? Done. Your ability to adapt, honestly and quickly, is what builds lasting trust.

What's a question you're still asking when it comes to helping companies build trust and grow?

Elizabeth tossed this one to Marcus as a closer, and it hit deep. His answer wasn’t about tactics. It was about time.

“The number one question I’m asking myself right now is, how long will this last?” Marcus said.

It’s easy to get caught up in trends. AI, digital avatars, new tech tools, they’re coming fast. But the real challenge is figuring out what’s just noise and what’s going to endure. That’s what kept Marcus up at night while writing Endless Customers. He almost left out the digital avatar chapter entirely because he wasn’t sure if it would age well.

“If I don’t feel like it’s going to last more than a year, I don’t want to talk about it,” he said.

The mindset here is powerful. Marcus isn’t just filtering ideas, he’s filtering for timelessness. He wants to make sure the advice he gives and the strategies he promotes won’t feel outdated by the time you actually act on them.

This matters more than ever. With AI rapidly evolving, many business leaders are stuck in those classic resistance phases: ignore, laugh, fight, and accept. Some are still laughing. Others are fighting. And some are quietly panicking, worried about losing their edge, or their identity, in a sea of automation.

Marcus gets it. And that’s why he keeps coming back to principles. If a strategy is rooted in truth, clarity, and trust, it’ll still matter next year. If it’s a short-term trick or gimmick, it won’t. That’s the filter. That’s the north star.

And honestly? It’s the question more leaders should be asking themselves.

Building trust that lasts

This was more than a celebration of 100 episodes. It was a reminder of the mission we’re on at IMPACT: to help companies take control of their marketing and become the trusted voices in their space.

We believe trust is built, not bought. And everything we do, from the Endless Customers System™ to our training programs, is about helping companies earn that trust through transparency, consistency, and real connection.

This conversation touched every corner of what it takes to lead today. From handling pushback and publishing bold content to navigating AI and aligning your team, it’s clear that the businesses that win aren’t waiting for permission. They’re stepping up, saying the things buyers need to hear, and staying nimble as the landscape changes.

So, start by taking a look at where you are right now. Then with your leadership team. With your content manager. With your sales team. Ask the hard questions.

Are we building for the long term?
Are we making decisions that reflect our values?
Are we leading with clarity or hiding behind caution?

If you want to grow trust, start there. Revisit your strategy. Set the bar higher.

This work isn’t easy. But it’s worth it. Because the businesses that lean into honesty, adapt quickly, and lead with empathy are the ones that earn endless customers.

Connect with Marcus

Marcus Sheridan is a writer, speaker, and business expert who’s worked with companies all over the world. Marcus is the author of Endless Customers and They Ask, You Answer.

Connect with Marcus on LinkedIn

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