Founder Dan Nottingham on operationalizing credibility scores to build trust—and revenue.
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Show Notes:
On Mission Matters, Adam Torres interviews Dan Nottingham, Founder & CEO of AmICredible, about using AI to generate credibility scores for statements and content, helping individuals and companies operationalize trust as a KPI and integrate it into workflows to improve outcomes.
About Dan Nottingham
Dan Nottingham has extensive leadership experience in guiding product vision and defining user experience for systems. For over 15 years, he worked within the healthcare space, bringing innovative technologies to market and changing patient and provider lives for the better.
Since 2022, organizations have hired Dan as a strategic consultant and trusted advisor. In 2024, Dan realized that he could make a difference to people around the world by restoring trust and credibility in our online conversations. AmICredible, launching in 2025, is the first AI product that allows a user to seamlessly check the credibility of a statement before it’s posted online, then enables users to post directly from the platform.
Dan’s innovative vision is for a world with more credible and productive discussions online; to restore trust and strengthen relationships that have become divided in recent years; and, to minimize the impact of people using online platforms to spread false information for shock value or personal gain.
About AmICredible
AmICredible is the smart tool combines fact and context – it’s what you say and how you say it.
AmICredible uses multiple LLMs, not just one, to create an analysis in seconds that includes reputable, credible sources.
Full Unedited Transcript
Hey, I’d like to welcome you to another episode of Mission Matters. My name is Adam Torres, and if you’d like to apply to be a guest in the show, just head on over to mission matters.com and click on BR Guest to apply. All right, so today I have Dan Nottingham on the line and he’s founder and CEO over at am I credible.
Dan, welcome to the show. Ah, thanks for having me, Adam. Dan, so we got a lot to talk about here. Of course, I wanna get into, I am credible and, really what you’re doing to help turn credibility into a measurable KPI, what that even looks like to operationalize it, and really, and where the benefit is for companies to do so.
Well, before we get into all that let’s go back in time a bit. when did you get into, I don’t know if I should call it the credibility business or teaching businesses about cred? Like when did you get into down this path as an entrepreneur, I see that the term founder here. That, you know that, that’s a great question, an interesting journey.
You know, my, my, background started out in physics and astronomy, so I’m a scientist at heart, but then I, went into product management and healthcare and more recently in consulting. So had a lot of background in helping different companies and building products and. That was a lot of fun and, learn.
Got to help a number of different startups get going and through that journey, I started hearing like all of us have a cacophony of people saying, I just don’t know what to believe anymore. Mm. You know, you, you look at like trust in mainstream media is at an all time low, and even expertise is easily dismissed in favor of some opinion based belief.
Mm-hmm. And, it’s very frustrating for me as with my background, go back far enough in science that’s the case, because I believe there’s such a thing as objective reality and shared truth. Right. And, today it, everything seems to be just based upon who’s ever the loudest in the room.
Yeah. And that just seems to win too often. And so because of my experience with products and software and beginning to dabble in artificial intelligence. it came upon the idea of trying to build something to create something. Mm-hmm. That would be able to push back on this tidal wave of misinformation so that individuals and organizations had some kind of tool that was more than just fact checking.
It was credibility checking and in a way that would actually deliver a, a credibility score, make it measurable. Mm-hmm. But that was really the motivation for this, is can we start creating regaining trust in our social interactions? Talk about like the different sides of this, and as you develop this, because I’m, just off of my initial impression, there’d be kind of like two different clients here.
There’d be the organizations that use it to get their score and then the end consumer that yet, you know, uses the score to make maybe purchasing or just decision on who they’re gonna do business with. Can you go a little bit further into like the methodology and what that looks like and if I missed anything?
Of course. Sure. So i’ll go through this with originally. Mm-hmm. I was thinking just things that people would, would post before they post something before they create, before misinformation is even created. Mm-hmm. Be able to put in a statement, have it analyzed, come back with a score and you might think maybe I wanna say that.
Differently. Yeah. Something in a more credible way. So that was the genesis was just an individual trying to check their own statements or something else they’ve seen online and wanted to validate that, but go beyond just simple fact checking, like I said, more of a, yeah, the context along with the facts together make up the credibility.
But then it, occurred to me that. Wait a minute, this could be far more valuable to businesses. So for example, if you’re creating a piece of content and you want to build trust with your, prospects or customers, because after all, there’s so many books and studies done showing that trust sells.
Mm-hmm. Right? People wanna buy from people they trust. So how do you get that trust? So when you’re developing content, of course you put it through spell check. Maybe you should also be putting it through a credibility check, is what I’m saying in my marketing material, a credible thing to say, will my, prospects believe this?
Hmm. And you might decide that, well maybe I won’t publish any of my own content that is below a certain credibility threshold. Hmm. And you could track that over time and be able to see, gee, do sales actually improve as my content? Continues to have high credibility scores. I’m beginning to develop that trust that I can actually prove and validate through a analysis that’s available to you through the am critical product.
Mm-hmm. But it then becomes naturally a KPI that you track over time that just like any other KPI mm-hmm. To validate. Is there a relationship between that and revenue? Mm-hmm. and so now, what, type of company is now present day are you working with for this? When we talk about developing this score, like who’s it a good fit for?
Well, right now, we just launched last month and so we’re, we’re Congratulations that, oh, thank you. I can’t, I can’t go past this. You on the show is historic. We’ll be looking back at this like, I remember when you just launched Dan. Come on man. That’s right. We go way back. Go ahead. It was a very exciting time.
You know, it took a whole year to get us to this place. Wow. You know, I’ll just say something quick about that, please. You know, a lot, this is AI based, but it’s not just a, single large language model. It’s combining many of them to try to create an unbiased. Analysis, but I thought, gee, how this is probably fairly easy, right?
You prompt AI in the right way, it’ll start coming back with credibility scores and answers, and AI just doesn’t work that way. Mm-hmm. I think what a lot of, organizations, startups investors are finding is that it’s. More complicated than you might think mm-hmm. To get AI to behave in a way that meets your goals.
Mm-hmm. And I was actually happy to see that there really is a technical threshold you have to get across to get it to behave the way you need it to. Mm-hmm. So a startup tomorrow has a hurdle to get past, to get to where we are today. Mm-hmm. But we got there. We’re gonna continue to improve, but we’re in early discussions.
with organizations and even making a lot of awareness advertising on and social media just to get individuals using it as well. Mm. So we’re looking at both the business side as well as just individual users. is it kind of in, I’m guessing, but I, I do wanna be clear, is, is the industry agnostic?
Is it like, go a little bit further into who you think it’ll work for, well, we, we did our, initial product as very generic and you know, that has some pros and cons associated with it. So our focus now is moving at identifying particular personas, both businesses and individuals to do our initial focus on so we can fine tune the product for that particular industry and then expand from there, more of a land and expand approach.
However, anybody can use it right now. It is available online, you just go in, use it. there’s no fee for basic features. In fact, there you don’t even have to give it a, an email address. You can just use it as a guest. But what I’ve shared with, most who say, Hey, what does this thing and why, what does it do?
And I think, and how does it work? And I think the best way to approach that is to simply say use it. Yeah, the best way to judge it is not understanding all the technology that’s gone into this. It’s really just use it and judge it for yourself. Mm. And looking at I, I’m curious, so let’s just, I want to go through the user journey here.
So let’s say that, let’s just say a small business. Say they’re listening to this, they go to the website, they sign up for it. Maybe they start with the free version, maybe the upgrade after they use a little bit, I don’t know. But then after they have that score, let’s say what then what then?
Like how do they stay engaged? Like how do they make actionable, you know, kind of decisions from that, if you will? Like, like what then? Well, for every piece of content you develop for a business mm-hmm. You would run it through, like I said, like running it through spellcheck. Yeah. It just becomes part of your operations.
I got it. Mm-hmm. And so for each piece of collateral or content you create, mm-hmm. You get a score, but then you can aggregate those scores to get an an organization score. Yeah, yeah. Based on, and so the software does that piece of it, and that’s what I was getting at. So as they go through it, through the process, it does that piece.
So then, so then you can tell, especially if you have a team doing this, and you know, depending on the size of the organization different departments, just depends. You can kind of benchmark it, maybe get better. Am I understanding that right? that’s correct. and we, one of the things that I insisted on when we started this whole project was that we make it API first.
Hmm. So that if an organization wanted to integrate with us, it’s designed specifically to do that. Hmm. So if you want it to include the analysis and scores directly within your own systems, mm-hmm. We’re, tailor made for that purpose. So it becomes more natural. It’s not something you have to say, Hey, let me go over to this app, enter my contract, and come back.
It can be integrated into the flows of your organization. Man. That’s amazing. Well, Dan, this is, I mean, this has been great having you on the show today. It’s, I love it. I love it. I feel like main thing to grow in a business, you gotta be able to measure something, gotta be able to benchmark it, gotta be able to get better, and you’re doing it with something that’s super important, like credibility But what a business or even individual, as you mentioned, is putting out there into for their, potential target market or anybody at this point to, see. So I think it’s amazing. how do people follow up? How do they sign up? Is it easy? Like give me a little bit of a flavor for that.
What’s websites, all that good stuff? Yeah. Well if you go to am I credible? One word, ai. It is very easy to sign up as an individual if you want to reach out to us about possible partnership or integration. Lower down on the page, there is a form you can fill out that will come straight to me and we can figure out the next steps.
Amazing for everybody listening to this, just so you know. We’ll definitely put some links in the show notes so that you can just go ahead right on over and check out am I credible? And speaking of the audience, if this is your first time with Mission Matters and you haven’t done it yet, hit that subscribe or follow button.
This is a daily show each and every day, bringing you new content, new ideas, and hopefully new inspiration to help you along the way in your journey as well. So again, hit that subscribe or follow button. And Dan, man, it’s been a pleasure having you on. Thanks again for coming on the show.
