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Trust-Based Marketing: Why Marketing Didn't Break, But Trust Did

Kathleen Ross Marketing Deep Dive

DSN Marketing Deep Dive

Wednesday, February 25 | 9:00 AM - 4:00 PM

Young Living Global Headquarters | Lehi, UT


Your Marketing Is More Sophisticated Than Ever—So Why Is Field Engagement Dropping?


Your marketing team is working harder than ever. Campaigns are more sophisticated. Content is more polished. Technology is more advanced.


So why is field engagement dropping?


Rob Sperry, Speaker, Strategic Advisor and Host of the BUILT TO LAST podcast, has the answer—and it's not what most marketing leaders want to hear. Marketing didn't break. Trust did. And without trust-based marketing principles, even the best campaigns fall flat.


*DSN Deep Dive Events are exclusively designed for and limited to active corporate direct selling executive employees. Registration is FREE.


The Amplification Effect


Here's the principle Rob will explore at the DSN Marketing Deep Dive: Tools, launches, automation and AI are amplifiers.


When trust and belief are strong between corporate and the field, these tools scale momentum. They accelerate growth. They multiply impact.


But when trust erodes, the same tools accelerate disengagement. They amplify skepticism. They widen the gap between what corporate says and what the field believes.


The problem isn't the tools. The problem is what they're amplifying.


The "What's Next" Trap


Rob will address why momentum stalls when companies rely too heavily on "what's next" instead of clarifying and reinforcing what already works.


New product launches. New compensation plans. New technology platforms. New marketing campaigns.


The constant pursuit of novelty sends a message to the field: "What we had before wasn't good enough."


Eventually, legacy leaders—the ones who built their businesses on the old products, the old comp plan, the old story—start to disengage. They lose belief. And when belief erodes, no amount of polished marketing can restore it.


Positioning Over Products


Rob will share cross-industry examples that prove a critical point: Momentum often comes from better positioning, not new products.


  • Stanley Cups: Same product. New story. Explosive growth.

  • Weighted Vests: Same product. New positioning. Mainstream adoption.

  • Saunas: Same product. Clearer messaging. Market expansion.

  • Nu Skin's Whitening Toothpaste: Same product. Refreshed approach. Renewed momentum.


In each case, the product didn't change. The positioning did. And momentum followed.


The Trust-Based Marketing Approach

Companies that endure don't chase constant novelty. They protect clarity, proof and alignment through trust-based marketing.


Rob will explain how Built-to-Last companies:

  • Reinforce what's working instead of constantly pivoting

  • Build trust through consistent messaging and results

  • Protect the belief cycles that sustain long-term growth

  • Use tools to amplify trust, not replace it


Rebuilding Trust

So how do you rebuild trust when it's been damaged?


Rob will share actionable insights:

  • Proof over persuasion: Belief is rebuilt through results and recognition, not more content

  • Transparency: Honest communication about challenges and wins

  • Stewardship: Protecting trust cycles, not just short-term engagement spikes

  • Consistency: Marketing what leaders trust, not just what excites them temporarily


What You'll Take Away


You'll leave Rob's session understanding:

  • Why tools amplify whatever foundation you've built—good or bad

  • How to recognize when trust erosion is masquerading as a marketing problem

  • The power of better positioning over constant product innovation

  • How Built-to-Last companies protect clarity and alignment

  • Strategies for strengthening field belief through trust-based marketing


Marketing can't fix a trust problem. But once you acknowledge the real issue, you can start rebuilding the foundation that makes all your marketing effective.\



📅 DSN Marketing Deep Dive | February 25, 2026

Young Living Global Headquarters | Lehi, UT



*DSN Deep Dive Events are exclusively designed for and limited to active corporate direct selling executive employees. Registration is FREE.

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