Trust Agents

How can you earn people’s trust in a world where Google can expose every half-truth and social media can amplify every mistake? In Trust Agents, Chris Brogan and Julien Smith argue that the very fabric of business has changed: success now depends on how effectively you build trust and human connection in online spaces. They contend that traditional marketing and broadcasting models, shaped during decades of one-way communication, have collapsed. The new power lies with individuals and businesses that can cultivate genuine relationships, transparency, and influence across digital networks.

Trust, the authors assert, functions as social capital—a currency exchanged through generosity, credibility, and shared experiences. In earlier generations, trust was local: you bought from the storekeeper you knew or followed advice from the neighbor next door. Today, the Web demands a new form of humanized trust: one that spreads through transparent communication, reputation, and connection. Trust Agents teaches how you can become an influential, ethical connector who leverages technology to earn attention, community, and opportunities.

The Age of Transparency

Brogan and Smith begin by reminding you that there are almost no secrets online. Every post, comment, or video leaves a permanent trace, shaping how people perceive you or your organization. The Internet has made identity permanent and searchable. Companies that once relied on slick branding campaigns now face audiences armed with instant fact-checking tools and peer recommendations. In this environment, reputation isn’t manufactured—it’s earned through honesty and consistency.

This new transparency can be frightening. But for those willing to embrace it, it offers tremendous power. By sharing your values openly and responding authentically, you distinguish yourself in a landscape crowded with calculated marketing. Robert Scoble’s early Microsoft blog is a prime example: he became trusted not by defending the company line, but by admitting its flaws and engaging openly with developers and customers. He was “one of us”—not a faceless spokesman but a real person who cared.

Trust Agents as the New Influencers

The authors define “trust agents” as people who humanize the Web. They communicate sincerely, connect generously, and leverage their networks for mutual benefit. Instead of hard-selling, trust agents focus on providing value, empowering others, and listening actively. They stand at the intersection of human empathy and technological understanding. Figures like Scoble, Beth Kanter (who uses social media for nonprofit causes), and Gary Vaynerchuk (who reinvented wine marketing through online authenticity) embody this ideal.

Trust agents understand that influence spreads organically. They see the digital world as a form of social ecosystem—similar to Malcolm Gladwell’s “connectors” in The Tipping Point. Their actions—commenting, sharing, and helping—accumulate social capital, which later translates into opportunities. A simple favor or helpful blog post may seem small, but it builds credibility far more effectively than self-promotion.

The Six Pillars of Trust

At the heart of the book are six interlocking principles that describe how trust agents operate:

• Make Your Own Game – Redefine the rules of your industry by doing things differently. Innovators like Tim Ferriss (“The 4-Hour Workweek”) or Radiohead (with their pay-what-you-want album release) thrive by rewriting the script.
• One of Us – Embed yourself in communities genuinely. People trust those who share their language and culture.
• The Archimedes Effect – Use leverage—tools, networks, and time—to maximize impact. Social media allows small efforts to reach massive audiences.
• Agent Zero – Be the hub of connections, introducing people across networks to create shared opportunity.
• Human Artist – Master empathy, etiquette, and humanity online. Treat people as people, not metrics.
• Build an Army – Lead communities that multiply your reach through collaboration and shared goals.

Each principle amplifies the others: creativity leads to belonging; belonging fosters leverage; leverage enables connection; connection requires empathy; and empathy inspires collaborative movements. Together, they create a framework for influence built on trust rather than manipulation.

Why It Matters Today

The authors wrote Trust Agents during a time of economic upheaval—post–2008 recession—when society’s trust in institutions had collapsed. Their prescription remains strikingly relevant: when distrust runs high, individuals and organizations must rebuild credibility through transparency, reciprocity, and authenticity. Rather than hiding behind brands, you must engage openly, listen carefully, and give first.

Ultimately, Trust Agents shows that technology changes fast—but people change slowly. Human beings still crave connection, honesty, and belonging. The Internet simply magnifies those instincts. Whether you’re an entrepreneur, marketer, or leader, mastering trust online isn’t just about social media—it’s about rediscovering the timeless art of being both human and helpful in a digital age.

What if you stopped playing by everyone else’s rules and created new ones instead? That’s the spirit behind the first trait of trust agents: Make Your Own Game. Chris Brogan and Julien Smith explain that in almost every industry, people tend to follow established systems and hierarchies that dictate how success "should" happen. Trust agents reject this conformity. They invent entirely new paths by reframing how things work, using technology and creativity to disrupt entrenched models.

Breaking the Rules of Business

The authors illustrate this concept through fearless innovators. Mario Lavandeira—better known as Perez Hilton—didn’t wait to be hired by a magazine; he created his own digital gossip empire through authenticity and humor. Radiohead revolutionized music distribution by releasing In Rainbows online and letting fans pay what they wanted. Blogger Tim Ferriss didn’t follow the productivity gurus—he coined “lifestyle design” and published The 4-Hour Workweek, effectively making his own genre. Each of these examples shows how redefining expectations can create a category of one.

Similar to Seth Godin’s idea of “purple cows”—products that stand out precisely because they’re different—the authors stress that uniqueness now matters more than perfection. In an interconnected world, gatekeepers are disappearing. You can launch your ideas directly to the public through blogs, podcasts, or YouTube, bypassing traditional filters like publishers or media executives.

Learning the System Before You Disrupt It

Making your own game doesn’t mean ignoring the rules entirely—it means understanding them deeply enough to know which ones to break. Brogan and Smith compare this to mastering a video game before hacking it. Once you know the system’s logic, you can bend its limitations. In business, that means identifying inefficiencies and redesigning them to serve people better.

They use Joe Pistone—who became FBI undercover agent Donnie Brasco—as an analogy for patient immersion. Pistone built credibility by learning Mob culture, waiting months before gaining trust. When you enter a new community or industry, you don’t announce your grand plans on day one; you observe, learn, and only then start reshaping the game from within.

Experiments, Risks, and Rewards

To create a new game, you must experiment fearlessly. Failure isn’t fatal—it’s the feedback loop that sharpens innovation. The authors quote Nassim Nicholas Taleb’s concept of “tinkering” from The Black Swan: trial, error, and iteration reveal opportunities that rigid planning misses. Technological pioneers—whether coders modifying video games like Wolfenstein 3D or entrepreneurs hacking business models—use small experiments to find leverage points others overlook.

Trust agents approach their careers like moral hackers. They discover shortcuts through creativity and ethics, not deception. They may automate tedious tasks, eliminate unnecessary bureaucracy, or redefine their role entirely. Brogan himself created his own success not by chasing corporate promotions but by building a blog community and turning it into consulting work and speaking opportunities. He made his own game—and played it well.

Standing Out by Serving First

The ultimate test of making your own game is whether it still builds trust. The authors warn against confusing disruption with dominance. Trust agents earn loyalty by standing out while serving others—Gary Vaynerchuk’s Wine Library TV succeeded not because he was loud, but because he genuinely wanted people to learn how to appreciate wine. Uniqueness becomes meaningful only when it benefits others.

Key Takeaway

Play your own game, but don’t play alone. Learn the system, build credibility, and use creativity to rewrite the rules for everyone’s benefit. Innovation without empathy creates noise; empathy with innovation creates trust.

People trust those who understand them—and the hallmark of a trust agent is being One of Us. Brogan and Smith explain that social media has destroyed the walls between companies and customers. The individuals who thrive online aren’t the ones who sound like polished marketers; they’re the ones who sound human. They speak the same language as their communities, laugh at the same jokes, and share the same frustrations.

Robert Scoble: The Microsoft Rebel

The authors spotlight Robert Scoble’s story. As a blogger at Microsoft, Scoble openly criticized his own company’s software, acknowledging when competitors like Firefox did better. This honesty shocked the corporate world but made tech communities trust him deeply. He wasn’t spinning a message; he was part of the tribe. His book Naked Conversations became a roadmap for transparent corporate communication. Scoble proved that relatability and vulnerability create credibility faster than PR gloss ever could.

Being One of Us means communicating authentically, advocating for others, and never faking connection. Communities sense inauthenticity instantly. The authors contrast “That Guy”—the spammy marketer who floods inboxes with self-promotion—with genuine contributors who listen, comment, and celebrate others. People trust those who participate rather than perform.

Creating Belonging Online

Brogan and Smith describe the modern Web as a vast collection of tribes—groups gathered around interests rather than geography. Whether it’s fans on Reddit or nonprofit supporters on Beth Kanter’s blog, communities form through shared passion. Your goal isn’t to infiltrate these groups for profit; it’s to belong honestly. Conn Fishburn of Yahoo captured this perfectly: companies must “bring wine to the picnic,” not crash it. Participate first, contribute second, promote last.

This tribal view aligns with Clay Shirky’s ideas in Here Comes Everybody: digital tools erase barriers that once stopped people from organizing. Trust agents succeed by being helpful in these organic gatherings—answering questions, sharing resources, and amplifying other voices. Authenticity breeds social capital.

Humility and Reciprocity

In online spaces, arrogance is poison. The authors warn that early fame or attention can lead to elitism—the illusion that popularity equals worth. True trust agents keep their egos in check by raising others up. Madonna’s career illustrates this principle metaphorically: she stayed relevant by collaborating with newcomers rather than clinging to old stars. Likewise, digital influencers should spotlight rising creators, not just network with power players.

Reciprocity also builds momentum. Small gestures—commenting on someone’s blog, retweeting their post, or offering advice—create goodwill that compounds. Helping without expecting repayment (what Brogan calls “givers get”) makes you a community builder. Like Jessica Berlin of Cirque du Soleil, who turned a casual conversation into VIP experiences for bloggers, generosity creates trust organically.

Key Takeaway

To be One of Us, speak with honesty, contribute before asking, and advocate for others. People can forgive mistakes—but never manipulation. Belonging precedes selling, and humanity precedes profit.

Imagine being able to move the world with a single lever. That’s the essence of the Archimedes Effect: using leverage—technology, networks, and creativity—to amplify your impact. Brogan and Smith borrow Archimedes’ ancient principle (“Give me a lever long enough, and I’ll move the world”) to explain how trust agents accomplish in hours what ordinary efforts would take weeks.

Leverage Through Technology

Beth Kanter’s story encapsulates this perfectly. She launched a fundraiser to send a Cambodian woman to college. Instead of traditional outreach, she asked Chris Brogan to tweet a simple message: “Spend $10 and send a woman to college.” Within two hours, social networks raised the remaining $500 she needed. That’s leverage in action—using online platforms to transform small acts into massive outcomes.

Technology serves as the modern lever. The Web can automate outreach, multiply communication, and build networked momentum. Whether through blogging, video, or micro-sharing, digital infrastructures expand your influence exponentially compared to physical effort.

Leverage Through Relationships and Infrastructure

Not all leverage comes from tools; some comes from people. The authors demonstrate how connecting human networks multiplies opportunity. Donald Trump leveraged fame from The Apprentice to expand his business empire. Robert Downey Jr. turned one hit movie (Iron Man) into consecutive successes. Leveraging credibility from one win creates momentum for the next.

Similarly, you can leverage existing infrastructure rather than reinventing it. Kevin Ham built an Internet fortune by recognizing that people often typed “.cm” instead of “.com.” He partnered with Cameroon’s government to redirect those mistyped web addresses to his sites, gaining millions of hits with almost no new creation. Smart trust agents use what’s already built to go further, faster.

Leverage Through Time and Delegation

Time is your scarcest resource—and leverage helps stretch it. Brogan argues that delegating mundane tasks and automating communications frees you to focus on creativity and relationships. Tools like SpinVox (for transcription) or RSS readers (for efficient information tracking) provide time leverage. This principle mirrors David Allen’s Getting Things Done: effective people minimize friction to maximize meaningful work.

Delegation is not laziness; it’s efficiency. As David Maister says, “If you can delegate it, you must.” Every hour you free allows more time for high-value trust-building activities—writing, connecting, and helping others. Leverage turns scattered effort into sustained influence.

Key Takeaway

Leverage isn’t just about technology—it’s about intelligence. Use tools, people, and systems strategically. Every hour saved, every connection made, and every platform used wisely multiplies your power to create trust and change.

If you could stand at the center of every conversation and connect all the right people, would you? That’s what trust agents do as Agent Zero. They operate like hubs in a network—linking one circle to another, building bridges that amplify opportunities and trust. The authors call this the art of connection: combining awareness, attention, and reputation to form influence across multiple communities.

Connecting as a Human Center

Christopher S. Penn, Brogan’s colleague and coauthor, tells how maintaining his online network once led directly to a seven-figure business deal via Facebook. His student loan client found him through mutual contacts. The same pattern holds true everywhere online: opportunities flow to those who maintain strong, real relationships across diverse networks.

Agent Zero means being visible, available, and proactive. Write blog posts that reveal your thinking. Comment on others’ work. Show up at meetups or conferences. Like Steve Garfield told Brogan early in his career, “People are people—don’t gush; just treat them like you’d treat colleagues.” Humanization turns contacts into collaborators.

Building Bridges Between Tribes

Trust agents act as bridges between tribes. They link communities that otherwise wouldn’t meet: marketers with coders, nonprofits with business people, bloggers with traditional media. By serving as connectors, they increase everyone’s collective reach. (Malcolm Gladwell dubbed such people “connectors” in The Tipping Point.) Brogan and Smith argue that the Web’s architecture rewards those who weave multiple networks together—it’s the modern form of social leverage.

The more communities you belong to—the “150-rule” from Robin Dunbar explaining the number of relationships humans can maintain—the more powerful your position becomes. The trick isn’t quantity; it’s quality. You must nurture relationships, follow up, and make introductions without expecting reward. Reciprocity yields trust.

Reputation and Visibility Online

Being Agent Zero requires reputation management. Your web presence speaks for you when you can’t. Tools like Google Alerts, Technorati, and Rank Checker help monitor perceptions of your name or brand. The authors note that links are digital currency—the more trusted sites that link to yours, the higher your reputation climbs. In contrast, being mentioned without links (like traditional press articles) means little in conversions or credibility.

LinkedIn, used smartly, can serve as your online resume fueled by authentic recommendations rather than formal titles. Authority now comes from what you give and how people talk about you—not what degrees you’ve collected.

Key Takeaway

Agent Zero is a connector, not a collector. Relationships are built through consistent generosity, visibility, and listening. By sitting at the crossroads of ideas and people, you transform trust into opportunity.

The fifth defining skill of a trust agent is becoming a Human Artist—someone who understands empathy, etiquette, and the delicate art of connecting sincerely in both online and offline spaces. Brogan and Smith argue that in a world of automation and metrics, humanity is the ultimate competitive advantage. The Web rewards those who act like real people, not robots.

Empathy and Etiquette Online

When communication shifts from face-to-face to text and screens, emotional cues vanish. Misunderstandings multiply. The authors urge digital communicators to compensate through deliberate empathy—ask questions, listen before speaking, and treat interactions like social exchanges, not transactions. This applies whether you’re replying to an email, writing a tweet, or commenting on a blog.

Good etiquette means timing, tone, and humility. Acknowledge mistakes quickly using the “three A’s”: Acknowledge, Apologize, Act. When you mess up, say you’re sorry publicly and fix it fast. Frank Eliason’s “@ComcastCares” model of social service epitomizes this principle. By helping customers directly on Twitter, Eliason turned angry consumers into evangelists. His simple phrase—“Can I help?”—became a case study in how empathy builds loyalty.

Transparency, Anonymity, and Presence

Human artists balance two forces: transparency and anonymity. On one hand, openness fosters trust. On the other, anonymity sometimes encourages honesty. The Web thrives on this paradox. The authors cite communities where pseudonyms allow people to speak freely, like in Howard Rheingold’s early digital forums. Yet over time, transparency—the willingness to attach your real identity to your words—creates stronger credibility. Signing your work matters.

To keep relationships alive, Brogan and Smith suggest “constant touches”: small gestures like comments, quick emails, or tagging friends in posts. These micro-interactions keep communication warm and remind people of your humanity. Unlike broadcast marketing, this is about conversation, not campaigns.

Reliability and Helpfulness

Reliability, they insist, is the secret ingredient of trust. In a world of endless promises, consistently showing up is rare. Respond promptly to inquiries. Follow through. People remember reliability far more than charm. And weave helpfulness into your daily actions—share information freely, guide others to resources, and make introductions.

Key Takeaway

Human artists treat each interaction as a chance to honor connection. Be empathetic, reliable, and kind. People trust those who respond like humans—not corporations or algorithms.

No trust agent succeeds alone. The final principle, Build an Army, expands connection into collaboration. Brogan and Smith show that the Web enables collective power—groups of passionate individuals working asynchronously across borders. When you empower others to act with you instead of for you, your influence multiplies.

Mastermind Groups and Collective Power

Borrowing Napoleon Hill’s idea from Think and Grow Rich, the authors stress the importance of mastermind groups: circles of trusted peers who challenge each other and share skills. Their own podcast Media Hacks acts as one—a community where marketing minds collaborate freely. Similar alliances form everywhere online: communities of creators, entrepreneurs, activists, or fans pooling insight and effort.

Crowdsourcing and asynchronous collaboration redefine productivity. Wikipedia crushed traditional encyclopedias not by control but by coordination. Each contributor adds tiny value, yet collectively creates immense results. Trust agents use these principles to organize movements, raise funds, or spread ideas—like Beth Kanter’s social campaigns or Julien Smith’s flash mobs.

Leadership Through Trust

Leading an army requires humility and clarity. People act not because you command them, but because they trust your vision. Oprah Winfrey’s success embodies this: she built a loyal media community by protecting her audience from manipulation, consistently sharing value, and spotlighting others. Her transition to the Oprah Winfrey Network (OWN) shows how to scale trust through shared leadership—each contributor reinforces her values.

The authors contrast healthy armies of collaboration with “armies of ronin”—freelancers or disconnected agents acting without shared goals. Without alignment, trust diffuses. Lasting movements require a social contract: every member must gain meaning, belonging, or benefit from participation. That’s how campaigns like Bum Rush the Charts or Obama’s digital mobilization succeeded—they made people feel part of something larger.

Giving Ideas Handles

To scale meaning, give your ideas “handles.” Write blog posts, share free resources, or create e-books others can pass around. Equip people to carry your message and adapt it. Brian Simpson at the Roger Smith Hotel used this principle: by being approachable online, he inspired guests to become ambassadors for the brand.

Key Takeaway

Trust scales through shared purpose. Build communities that feel ownership of your vision. Empower others to act, and success becomes a cooperative movement—not a solo performance.

In their closing chapters, Brogan and Smith compare new communication tools—Twitter, blogs, video streaming—to the invention of radio. Each medium transforms how trust circulates. The message no longer flows one way but back and forth, constantly evolving. To stay ahead, trust agents must perpetually master tomorrow’s radios: the emerging technologies that let humans connect more intimately and transparently.

Staying Human Amid Constant Change

Technology will keep changing, but trust doesn’t. Whether you’re sending emails or hosting virtual events, the principles remain consistent: authenticity, empathy, and generosity. The authors encourage adopting what improvisational theatre calls the “Yes, and…” mindset—agreeing, then building upon others’ ideas. This attitude fosters creativity and collaboration, rather than resistance or cynicism.

Learning new digital tools isn’t about chasing trends; it’s about staying adaptable. Those who master emerging platforms early—who “make their own game” within them—shape how the next generation communicates. As Scoble once did with blogging and Vaynerchuk with video, those who learn a new “radio” first earn disproportionate trust and reach.

Frames and Perspective

Being a trust agent also means reframing how you see the world. Covey’s “abundance mentality,” cited in the book, inspires you to believe in collaboration over competition. Instead of hoarding opportunities, share them freely. Each new frame—connecting others, finding leverage points, spotting new games—shapes behavior that radiates generosity.

Growth Through Experimentation

Finally, Brogan and Smith remind you that these ideas aren’t static recipes but evolving practices. Trust agents grow by reading widely, experimenting often, and reflecting regularly. They suggest you read outside your field (as Julien did—over 50 books a year) to spark fresh insight. Then act. Books are blueprints; execution turns them into reality.

Key Takeaway

Tomorrow’s radios will change, but humanity won’t. Stay curious, adapt fast, and connect deeply. In the end, trust agents aren’t just mastering technology—they’re mastering the timeless craft of human connection.