Trust and Safety — Creating Your Own Best Practices

In this episode of Bulletproof Your Marketplace Podcast, host Jeremy Gottschalk welcomes Jeff Sakasegawa, Trust and Safety Architect at Persona, who draws on over 15 years of experience for a deep dive into the chapter Creating Your Own Best Practices. The conversation explores why identity verification is foundational, why words and transparency matter in policy-making, and how strategic friction can strengthen—rather than hinder—user trust. Jeff highlights real-world examples and emphasizes the importance of cross-functional ownership in trust and safety programs. He also shares how platforms can develop strategies tailored to their unique business models instead of relying on one-size-fits-all policies. For founders and leadership teams, this episode delivers clear takeaways. Jeff leaves listeners with one actionable practice—link analysis—as a powerful tool to strengthen enforcement, connect signals across accounts, and outpace bad actors.