Michael Forsberg on Building Brand Trust in a Post-Truth Era

Can brands build trust when the landscape is full of misinformation and emotional volatility?

Michael Forsberg, a Michigan State CXM graduate and a former student of mine, focuses on the human truths and emotions that drive customer decisions across industries.

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Originally aired November 13, 2025 as Episode 161 of The Trusted Guide Podcast (then The Delighted Customers Podcast).

What we cover

• Separating what's real from what's noise

• Emotional inquiry and the drivers beneath behavior

• How neglecting emotion erodes loyalty and relevance

Ask about feelings, not just facts

Behavior tells you what customers did. Emotional inquiry tells you why. Michael shows how to listen at that level.

About the guest

At the time of this episode, Michael Forsberg was Director of Client Experience at BrandTrust. He is a graduate of Michigan State University's Customer Experience Management program.

If this conversation was useful, you'll find more like it in The Trusted Guide Newsletter: practical insights on trust, influence, and leading change.