TAYA: How to Answer Questions to Build Trust

Fundacja Dobre Państwo • January 2, 2026 • 🇵🇱 Polski

Introduction

The "They Ask, You Answer" (TAYA) concept is revolutionizing marketing by prioritizing radical transparency. Instead of traditional persuasion, TAYA mandates that companies become trusted educators, obsessively answering all customer questions – including those about pricing, drawbacks, or competitors. In the digital age, where purchasing decisions are made online, this approach becomes crucial. This article explains the pillars of this philosophy, presents practical tools for its implementation, and reveals its psychological and business foundations.

TAYA: Foundations of Trust and Transparency

The philosophy of They Ask, You Answer (TAYA) is a paradigm where a company becomes the most trusted source of knowledge in its industry. Its foundation lies in obsessively and honestly answering audience questions. This model rests on three pillars: transparency (openly discussing prices, drawbacks, and alternatives), education (reliably explaining how and why something works), and trust, which is the natural outcome of this approach. From a psychological perspective, TAYA activates a customer's analytical thinking, reducing their uncertainty and minimizing the risk of buyer's remorse.

TAYA's Big Five: Key Content Areas

At the core of the TAYA strategy is the "Big Five" – five key topics that most strongly influence customer decisions. These include: pricing and costs, problems and limitations, comparisons with competitors, reviews, and "best-in-class" rankings. Creating such content requires a shift in organizational culture and reliance on insourcing, meaning acquiring knowledge directly from internal experts. Video also plays a crucial role, especially formats from the "Sales Seven," which visualize processes and build credibility in a way that text alone cannot.

Implementing and Measuring TAYA: From Theory to Practice

TAYA implementation is a process based on systematically collecting customer questions, prioritizing topics, and creating content in collaboration with experts. Effectiveness is measured not only by sales but also by the shortened decision-making cycle and the amount of content consumed by the customer before contact. Global examples, such as CarMax and River Pools, demonstrate that transparency generates a significant return on investment. In Poland, this model proves effective in the NGO sector and professional services, building a capital of trust. The entire philosophy is summarized by the "TAYA Decalogue" – a set of principles such as price transparency, acknowledging drawbacks, and the educational mission of the entire organization.

Summary

In a world saturated with information yet suffering from a deficit of trust, TAYA becomes a compass for organizations. It is not just another marketing technique, but a fundamental shift in the relationship with the audience – a transition from persuasion to education. Companies face a choice: will they dare to abandon secrecy and become transparent guides for their customers? Or will they risk being left behind, losing the opportunity to build lasting relationships based on knowledge and authentic trust?

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Frequently Asked Questions

What is the TAYA methodology and what is its main principle?

TAYA (They Ask, You Answer) is a marketing paradigm that assumes a company becomes the most trusted teacher in the industry, obsessively and honestly answering all customer questions, even difficult ones like prices or defects.

What are the key pillars of TAYA that build customer trust?

The three fundamental pillars of TAYA are transparency (disclosure of e.g. price ranges), customer education (reliable explanation of the operation) and trust, which is the result of these two attitudes, reducing customer uncertainty.

What is the "Big Five" in the context of TAYA and why is it so important?

The "Big Five" are the five topics that most strongly influence purchasing decisions: price, issues, comparisons, reviews, and rankings. They constitute a minimum set of information security measures that allow customers to navigate with confidence.

What role does content insourcing play in the successful implementation of TAYA?

Content insourcing involves acquiring knowledge from internal experts (engineers, lawyers) and transforming it into educational materials. This ensures authenticity and eliminates the distortions that often occur when outsourcing.

How does TAYA help minimize customer regret after a decision?

TAYA minimizes decision regret by providing clients with explicit evaluation criteria and honest discussion of drawbacks and alternatives. This helps clients methodically weigh options and make informed decisions, reducing cognitive risk.

How to measure the effectiveness of activities implemented under TAYA?

TAYA's effectiveness is measured by, among other things, increased conversion and loyalty. Customers who engage with a significant amount of TAYA content before a sales meeting are significantly more likely to make a purchase, which is a direct indicator of ROI.