What is a trust signal?Let's say you're interested in a book you aren't familiar with-this book, for example. Before you buy it, you wonder, "Can I trust this author?" Can you trust that their book will be worth your money and your time?The author, in turn, tries to prove their trustworthiness in a number of ways:An accomplished and relevant biographyGlowing praise from well-known people on the coverFive-star reviews on AmazonAcclaim on social media by people you followCoverage in news media outlets you know and respectThese are examples of trust signals, the points of evidence that individuals, companies, and brands use to win one another's trust.Mastering these signals is the single best way to build, grow, and protect your brand in today's post-truth world-where trust is the most precious commodity of all.