Your friends don’t trust you.Nor should they.

Lara FeltinCofounder & CEO

“I ni che”

@LaraFeltin

@LaraFeltin

1. Know thyself

@LaraFeltin

INDIE BUSINESS OWNER ENTREPRENEUR

PRIMARY MOTIVATION earn a living make an impact

FINANCIAL GOALS make a profit build equity + acquisition

CAREER OBJECTIVE self-employment financial freedom

FUNDING bank loan; owner’s $ someone else’s $

WORK STYLE long-term repetitive tasks short-term serial inventor

retail

@LaraFeltin

retail

wholesale

@LaraFeltin

retail

wholesaleservice

@LaraFeltin

retail

wholesaleservice

manufacturing

@LaraFeltin

retail

wholesaleservice

manufacturing

technology startup@LaraFeltin

@LaraFeltin

@LaraFeltin

@LaraFeltin

T = C x R x I S

@LaraFeltin

2. Be human

@LaraFeltin

@LaraFeltin

Know Like - “Recommend”TRUST - “Vouch”

@LaraFeltin

“Know”Like - “Recommend”TRUST - “Vouch”

@LaraFeltin

@LaraFeltin

“I ni che”

@LaraFeltin

“I ni che”

@LaraFeltin

@LaraFeltin

Mark Granovetter’s Strength of Weak Ties

@LaraFeltin

@LaraFeltin

@LaraFeltin

3. Show up

@LaraFeltin

“90% of success is showing up.”

- Woody Allen @LaraFeltin

Friends vs “ riends”

@LaraFeltin

"Just unfriended someone who keeps posting about her business. Don’t like being sold to on Facebook.

Take your self-promotion somewhere else!"

@LaraFeltin

43% have “Liked” a brand.

70% didn’t feel they’d given the company permission to market to them.

@LaraFeltin

ExactTarget.com

43% have “Liked” a brand.

70% didn’t feel they’d given the company permission to market to them.

@LaraFeltin

39% “Marketers should

NEVER interpret my ‘Like’ as permission to post marketing messages that would appear in my News Feed.”

@LaraFeltin

59% “maintain personal relationships”

@LaraFeltin

59% “maintain personal relationships”

15% “for professional contacts”

(Thank you, www.exacttarget.com)

@LaraFeltin

@LaraFeltin

(Buy this from artist Hugh McLeod at GapingVoidGallery.com) @LaraFeltin

1. Know thyself

@LaraFeltin

2. Be human

@LaraFeltin

3. Show up

@LaraFeltin

4. Be helpful.

@LaraFeltin

1. How warm? Is this person a friend or a foe?

2. How competent? If a foe, CAN they hurt me? If a friend, CAN they help me?

@LaraFeltin(Professor Susan Fiske, Princeton University 2007)

1. How warm -

Is this person a friend or a foe?

2. How competent - If a foe, CAN they hurt me? If a friend, CAN they help me?

@LaraFeltin@LaraFeltin(Thank you PsyBlog at www.spring.org.uk)

5. Feed the machine

@LaraFeltin

@LaraFeltin

• make someone’s client happy

• make someone’s job easy

• show acknowledgement

• reciprocate

@LaraFeltin

• make someone’s client happy

• make someone’s job easy

• show acknowledgement

• reciprocate

@LaraFeltin

• make someone’s client happy

• make someone’s job easy

• show acknowledgement

• reciprocate

@LaraFeltin

“I ni che”

@LaraFeltin

• make someone’s client happy

• make someone’s job easy

• show acknowledgement

• reciprocate

@LaraFeltin

@LaraFeltin

The Trusted AdvisorDavid Maister, Charles H. Green, Robert M. Galford

The Entrepreneur EquationCarol Roth

Trust AgentsChris Brogan & Julien Smith

@LaraFeltin

Exact Target’s Subscribers, Fans & Followers www.exacttarget.com/subscribers-fans-followers

@LaraFeltin

Thank you!Lara Feltin

biznik.com

lara@biznik.com

@larafeltin

"Trust is like the air we breathe.When it’s present, nobody really notices.When it’s absent, everyone notices."

- Warren Buffet