When We Recommend, We Deposit Into the Trust Account

Years ago, I was grinding it out as a video editor for a news organisation. One of the regulars was the legendary entertainment reporter Dylan Taite (RIP). Every new story, Dylan would roll in with a recommendation for me, usually a book or an album.

Two of the best were:

• Album: The La’s (That single, There She Goes, total earworm)

• Book: Clockers by Richard Price

What’s the payoff with recommendations?

It’s not just about swapping mixtape fodder or showing off your high-brow taste in 90s Britpop. Recommending things is an exchange of value, and, here’s the kicker over time, it builds trust, brick by brick.

It’s a Win-Win

What we recommend to others says a lot about who we are, or who we want people to think we are. (Remember recommending a band to your teenage crush? “See, I’m cool, I promise…”) It’s social proof 101. You’re not just sharing; you’re signalling. “This is what matters to me. Maybe it’ll matter to you.” That’s trust in action.

When I look back at the book and album recs I’ve received over the years, I remember who gave them to me. Those little nudges helped shape my worldview.

Why Bother? What’s In It For You?

One of the aims of this newsletter is to equip Gen Xers with recommendations: not just to fill your Kindle or phone, but to boost your confidence, skillset, and, weirdly enough, your brand.

Because generous, authentic recommendations signal credibility. They’re like little badges: “I know stuff. More importantly, I know what’s worth your time.”

But, But… How Does This Actually Help?

Thinking bigger: recommendations aren’t just for showing off or filling dinner party small talk. They’re one of your best secret weapons for standing out (with zero cringe) on social media and in life.

Social feeds are full of people screaming “Look at me!” Instead, try “Here’s something genuinely useful for you.” Now you’re the one adding value, not noise. That’s how you build trust, community, and a personal brand that doesn’t make you want to shower after posting.

Try This

• Audit your last five shares or posts. Were they about you, or genuinely useful to someone else?

• Next time you post, recommend something that’s made a difference in your career or mindset.

• If you like, tag the person who first recommended it to you, and tell people why it mattered. Community is currency.

Pro Move: Using Recommendations to Build Trust (and a Personal Brand) on Social

Let’s keep it tactical. Here’s how you can harness the magic of recommendations in your day-to-day, especially if you’re intent on reinventing yourself or pivoting online:

• Be Specific. Generic “read more books” won’t cut it. “If you want to understand negotiation, read Never Split The Difference.

• Be Timely. Tie your recs to what’s happening now, industry shifts, ‘quiet quitting’, Barbie blowing up the box office. Relevance = resonance.

• Pay it Forward. Credit where it’s due. It shows humility (and people love when you shine a light on them, too).

• Mix It Up. Not every rec needs to be a book. Could be an article, a podcast, a tool, even a killer salad recipe.

• Engage. Ask your network: “What’s something that’s actually changed your thinking this year?” Start the conversation, don’t just broadcast.

Wrap-up: Recommendations Are Your Social Gold

Building trust isn’t mysterious. It’s the grind of showing up, sharing what works, and caring enough to point someone in a good direction. Each recommendation is a deposit into your trust account.