Aug. 20, 2025

The Science and Art of Trust with Dr. Yoram Solomon

The Science and Art of Trust with Dr. Yoram Solomon

What does it really take to build and keep trust? Jon Goehring, Coach Jim Johnson, and Dr. Rehnuma Karim welcome Dr. Yoram Solomon — author of The Book of Trust and Can I Trust You? mini books, entrepreneurship expert, and host of The Trust Show...

Apple Podcasts podcast player icon Spotify podcast player icon RSS Feed podcast player icon
Apple Podcasts podcast player icon Spotify podcast player icon RSS Feed podcast player icon

What does it really take to build and keep trust?

Jon Goehring, Coach Jim Johnson, and Dr. Rehnuma Karim welcome Dr. Yoram Solomon — author of The Book of Trust and Can I Trust You? mini books, entrepreneurship expert, and host of The Trust Show podcast — for a no-nonsense conversation dissecting the complex nature of trust in leadership, sales, and life. Yoram reveals eight fundamental laws of trust — from its continuous, personal, and asymmetrical nature to the power of transferability and reciprocity.

He demolishes common myths about leadership, showing why promoting your best individual contributor rarely produces the best leader. Instead, he stresses empathy, transparency, and tailored accountability for building cultures of trust and performance.

Key takeaways include:

  • The critical mindset shift from blame to growth through vulnerability and honest self-assessment
  • Why trust is relative and personal — no one can please everyone
  • How transferable trust works to open doors and deepen relationships
  • Building alignment through shared values as the #1 predictor of trustworthiness
  • Practical strategies for leaders and team members to earn and nurture trust daily
  • Evaluating ideas with honest detachment and not falling in love with your solution
  • The vital role of face-to-face interaction over LinkedIn or email in building authentic trust
Whether you’re a young leader, entrepreneur, or team member looking to catalyze real impact, this episode gives you the frameworks and mindset to become intentionally trustworthy.

Resources Mentioned:
  • The Book of Trust & Mini Books Series — yoramsolomon.com | trusthabits.com
  • Can I Trust You? Podcast — The Trust Show
  • Upcoming book: Is It Really a Great Idea?
WEBVTT

1
00:00:00.200 --> 00:00:03.279
This podcast is a proud member of the Teach Better

2
00:00:03.319 --> 00:00:07.040
podcast network, Better Today, Better Tomorrow, and the podcast to

3
00:00:07.040 --> 00:00:09.640
get you there. You can find out more at Teechbetter

4
00:00:09.679 --> 00:00:11.400
dot com slash podcast.

5
00:00:12.359 --> 00:00:15.240
Why should you be a leader? One of the questions

6
00:00:15.240 --> 00:00:18.519
we never asked. We're becoming leaders because we look at

7
00:00:18.600 --> 00:00:22.359
leadership as a promotion, not a profession. Leadership is a profession.

8
00:00:23.039 --> 00:00:27.839
Trust your people just a little more than you believe

9
00:00:27.960 --> 00:00:32.399
they earn. They need to fill this little gap of you,

10
00:00:32.479 --> 00:00:35.679
trusting them slightly ahead of what they believe they earn

11
00:00:35.920 --> 00:00:41.200
and deserve. Never fall in love with your idea or

12
00:00:41.240 --> 00:00:45.039
with your solution. Always fall in love with the problem

13
00:00:45.200 --> 00:00:47.280
or the pain that you're addressing.

14
00:00:48.000 --> 00:00:50.240
Do you want to be a leader in a constantly

15
00:00:50.320 --> 00:00:54.079
changing world? Our emerging leaders look different, come from various

16
00:00:54.119 --> 00:00:58.359
backgrounds and from all different age groups. Leadership is changing

17
00:00:58.640 --> 00:00:59.880
and it's hard to keep up.

18
00:01:00.320 --> 00:01:03.479
But the good news you can be a leader too.

19
00:01:03.920 --> 00:01:07.480
You can be an emerging leader. Welcome to the Limitless

20
00:01:07.560 --> 00:01:12.159
Leadership Lounge, a try generational conversation for emerging leaders. Come

21
00:01:12.280 --> 00:01:15.799
spend some time with us to discuss leadership from three angles.

22
00:01:15.840 --> 00:01:20.560
The Coach Jim Johnson, the Professor, doctor Reneuma Kareem, the host,

23
00:01:20.760 --> 00:01:25.560
John Gering a monthly guest, and you get in on

24
00:01:25.640 --> 00:01:28.439
the conversation on Facebook and Instagram and be sure to

25
00:01:28.519 --> 00:01:32.599
follow us on Apple Podcasts, Spotify and Speaker. So come

26
00:01:32.680 --> 00:01:34.719
on in and make yourself comfortable.

27
00:01:34.799 --> 00:01:37.799
Back for another week of the Limitless Leadership Lounge. This

28
00:01:37.840 --> 00:01:40.599
is what we call a try generational conversation for you,

29
00:01:40.760 --> 00:01:43.120
the emerging leader. So whether or not you're checking us

30
00:01:43.120 --> 00:01:45.159
out right now on any of the audio platforms or

31
00:01:45.280 --> 00:01:47.959
up on YouTube, we appreciate you having us on today

32
00:01:47.959 --> 00:01:50.959
because we're going to dive into some more leadership insights,

33
00:01:51.000 --> 00:01:56.120
especially surrounding entrepreneurship and trust. Excited for our conversation today.

34
00:01:56.439 --> 00:01:58.840
I'm joined as always by doctor Numa Kareem and coach

35
00:01:58.959 --> 00:02:01.200
Jim Johnson and co which is going to welcome our

36
00:02:01.239 --> 00:02:04.079
guests today. So go write ahead, coach and let's dive in.

37
00:02:04.640 --> 00:02:07.359
Yeah, we're really excited. I got a chance to talk

38
00:02:07.400 --> 00:02:10.479
to doctor Joram Solomon and he has got a lot

39
00:02:10.520 --> 00:02:13.039
to offer our audience today, So just give you a

40
00:02:13.039 --> 00:02:15.759
little bio on him. He's got a lot in his bio,

41
00:02:15.800 --> 00:02:17.680
but I'm going to cut it down. Is the author

42
00:02:17.719 --> 00:02:19.919
of the book of trust and by the way, he

43
00:02:20.039 --> 00:02:22.560
sent me the mini Book of Trust that I read

44
00:02:23.000 --> 00:02:26.479
and recommended my network as a really good book and

45
00:02:26.520 --> 00:02:30.000
the most comprehensive book ever written about trust, the book

46
00:02:30.039 --> 00:02:32.599
series Can I Trust You? And the host of the

47
00:02:32.639 --> 00:02:37.159
Trust Show podcast. He has published a total of twenty books,

48
00:02:37.159 --> 00:02:40.520
although he is now almost done with his twenty first book,

49
00:02:40.560 --> 00:02:43.120
so we're looking forward to that and we'll get into

50
00:02:43.240 --> 00:02:46.039
a little bit about that book in our interview. And

51
00:02:46.280 --> 00:02:50.960
has written also more than four hundred articles on trust, innovation, culture,

52
00:02:51.000 --> 00:02:55.439
and entrepreneurship. Orm holds a PhD in organization and management,

53
00:02:55.560 --> 00:02:59.639
an MBA, a law degree, and an engineering degree. And

54
00:03:00.080 --> 00:03:02.360
how you got all that? Because if I got all those,

55
00:03:02.439 --> 00:03:05.680
I'd be into my grave, So I don't have congratulations.

56
00:03:05.879 --> 00:03:09.639
He's an adjunct Professor of Entrepreneurship, a three time ted

57
00:03:09.759 --> 00:03:13.680
X speaker, a former executive, elected official, pilot, and a

58
00:03:13.719 --> 00:03:19.439
member of the Israel Israeli thirty fifth Airborne Brigade. Through

59
00:03:19.439 --> 00:03:22.919
his keynotes, workshops and teachings, known for his no bs

60
00:03:22.919 --> 00:03:26.199
style of telling you what you need to hear and

61
00:03:26.680 --> 00:03:29.319
now what you think you want to hear, without further

62
00:03:29.319 --> 00:03:33.800
adore your Solomon. Welcome to the Limitless Leadership Lounge.

63
00:03:34.400 --> 00:03:38.120
Thank you coach. Great to be with you from Stormy, Texas.

64
00:03:39.919 --> 00:03:42.639
Well, we all three of us now. Doctor Kareem is

65
00:03:42.639 --> 00:03:47.240
back in Rochester and we're we do have sunshine, but

66
00:03:47.280 --> 00:03:49.840
it's about forty five degrees, so we're a little bit

67
00:03:49.919 --> 00:03:50.719
chillier than will be.

68
00:03:50.840 --> 00:03:54.039
I'll take it so well.

69
00:03:54.120 --> 00:03:57.879
I got to say to you, I know trust is

70
00:03:57.919 --> 00:04:00.879
something you spend a lot of time research, and can

71
00:04:00.919 --> 00:04:04.759
you talk some about your eight laws of trust? If

72
00:04:04.800 --> 00:04:07.000
you could share those and maybe delve into one or

73
00:04:07.039 --> 00:04:10.520
two of them because trust is so essential in building

74
00:04:11.400 --> 00:04:12.039
as a leader.

75
00:04:13.479 --> 00:04:16.439
No, I'm not going to talk, Okay, I will so

76
00:04:17.279 --> 00:04:19.360
you know. The funny thing is, I did not invent

77
00:04:19.480 --> 00:04:21.839
those eight laws of trust. I did not make them up.

78
00:04:21.879 --> 00:04:24.759
I did not create them. I observed them. Ever since

79
00:04:24.759 --> 00:04:27.720
I started working on my own PhD research back in

80
00:04:27.720 --> 00:04:32.480
two thousand and eight, I started observing the ways trust behave.

81
00:04:33.319 --> 00:04:36.480
And I'll tell you something, I would not have committed

82
00:04:36.519 --> 00:04:39.639
to the topic of trust if it wasn't for realizing

83
00:04:39.680 --> 00:04:43.600
that I see something different, different than what most people.

84
00:04:44.759 --> 00:04:47.279
Most people look for, so kind of in a very

85
00:04:47.480 --> 00:04:51.639
high level, what are the eight laws? First? Trust is continuous.

86
00:04:51.680 --> 00:04:53.319
It's not I trust you or I don't trust you.

87
00:04:53.399 --> 00:04:59.319
It's not binary. It's continuous. Second, it's contextual. Third, it's personal.

88
00:05:00.079 --> 00:05:02.240
This is the same behavior that would cause one person

89
00:05:02.279 --> 00:05:06.480
to trust me could cause another person to distrust me. Fourth,

90
00:05:06.600 --> 00:05:11.439
it's asymmetrical. The level of trust that I have in

91
00:05:11.480 --> 00:05:13.839
you does not reflect on the level of trust that

92
00:05:13.879 --> 00:05:16.720
you have in me. Those are completely different things based

93
00:05:16.720 --> 00:05:22.480
on completely different independent bearable number five. Trust is transferable.

94
00:05:23.199 --> 00:05:26.639
If I trust you Jim, and you trust John, then

95
00:05:26.680 --> 00:05:29.000
I will trust John. Maybe not to the same extent

96
00:05:29.079 --> 00:05:31.279
I trust you or you trust him, but more than

97
00:05:31.439 --> 00:05:34.759
nothing because you said something about him, You said you

98
00:05:34.800 --> 00:05:38.560
can trust him. It's transferable. It is reciprocal. When I

99
00:05:38.600 --> 00:05:43.279
say reciprocal, let's not confuse that with a with symmetrical.

100
00:05:43.480 --> 00:05:46.720
When I say reciprocal, it's not that if I trust you, you

101
00:05:46.680 --> 00:05:49.480
will trust me. It's if I trust you and I

102
00:05:49.680 --> 00:05:52.879
show you that I trust you, you will behave in

103
00:05:52.920 --> 00:05:57.600
a more trustworthy way, because otherwise you feel this cognitive

104
00:05:57.600 --> 00:06:01.199
dissonance of a feeling that you're trusted by someone but

105
00:06:01.279 --> 00:06:03.759
not believing that you earned the trust. You're going to

106
00:06:03.800 --> 00:06:07.920
work on earning that trust. Number seven. Trust is dynamic.

107
00:06:08.040 --> 00:06:10.920
It changes all the time. There is no fixed level

108
00:06:10.920 --> 00:06:13.079
of trust. I may trust you at a certain level

109
00:06:13.160 --> 00:06:16.199
right now and a different level later. And finally, trust

110
00:06:16.439 --> 00:06:21.120
is two sided. It is the level of trust that

111
00:06:21.160 --> 00:06:26.040
I have in you, John for example, is the product

112
00:06:26.480 --> 00:06:32.360
of your trustworthiness and my trustfulness. It's my willingness to

113
00:06:32.439 --> 00:06:36.800
trust people in general, or your kind of people. I

114
00:06:36.839 --> 00:06:41.600
don't know radio personalities, for example, in still in general.

115
00:06:41.959 --> 00:06:46.279
So you may be the world's most trustworthy person, and

116
00:06:46.319 --> 00:06:48.319
I'm still not going to trust you. And it's not you,

117
00:06:48.639 --> 00:06:51.120
it's me, which is like the last thing you say

118
00:06:51.120 --> 00:06:53.319
before you break up with someone. It's not you, it's me,

119
00:06:54.040 --> 00:06:58.120
But it is. It's a part of my trustfulness. Now.

120
00:06:58.240 --> 00:07:00.839
I know. I went through eight laws, and it's kind

121
00:07:00.839 --> 00:07:03.279
of you're trying to remember them than other than reading

122
00:07:03.319 --> 00:07:06.720
them in the book. I decided. Somebody told me when

123
00:07:06.759 --> 00:07:10.000
I joined the National Speakers Association that if you want

124
00:07:10.040 --> 00:07:13.199
to make people remember something, you need to give them

125
00:07:13.480 --> 00:07:16.439
an acronym. And if you give them an acronym, it's

126
00:07:16.439 --> 00:07:23.959
going to be easier to remember. So remember, trust is continuous, contextual, personal, asymmetrical, transferable, reciprocal, dynamic,

127
00:07:24.240 --> 00:07:27.639
and two sided. So I made an acronym. It's kok Patro.

128
00:07:29.360 --> 00:07:32.600
So if you are trying to remember, just remember patro

129
00:07:33.040 --> 00:07:34.399
and it's all going to come back to you.

130
00:07:36.560 --> 00:07:40.560
Man. And so you, uh, it's so funny because we

131
00:07:40.639 --> 00:07:44.079
think of like catchy acronyms, but sometimes you have to

132
00:07:44.079 --> 00:07:48.279
adjust words and phrases to fit yourself into that catchy acronym. Right,

133
00:07:48.279 --> 00:07:50.360
But you're just like, let's tell it like it is.

134
00:07:51.079 --> 00:07:56.680
And I love that about about that. So, yes, you

135
00:07:56.720 --> 00:07:58.160
got to get the book, though, you got to get

136
00:07:58.160 --> 00:08:01.040
the book to dive into each one of them. Some

137
00:08:01.079 --> 00:08:03.800
of those I think come fairly intuitively to us, but

138
00:08:03.839 --> 00:08:07.680
there are others that I feel like people might want

139
00:08:07.680 --> 00:08:09.079
to delve into a little bit more.

140
00:08:09.279 --> 00:08:10.360
What are one or two.

141
00:08:10.240 --> 00:08:13.519
Of those that you feel like we're not doing a

142
00:08:13.560 --> 00:08:15.120
good enough job of grasping.

143
00:08:15.720 --> 00:08:18.480
Okay, so the first one is I mentioned the trust

144
00:08:18.879 --> 00:08:21.720
is personal. So I'll give you an example. So you're

145
00:08:21.720 --> 00:08:25.480
an adjunct professor yourself, and are you familiar with the

146
00:08:25.480 --> 00:08:30.279
website called rate my Professors. Yes, unfortunately, there don't go there,

147
00:08:30.600 --> 00:08:35.120
trust me, don't go there. But so one day my

148
00:08:35.480 --> 00:08:39.720
younger daughter, she was in college, and she was signing

149
00:08:39.759 --> 00:08:42.480
up her classes and I saw her going to that

150
00:08:42.519 --> 00:08:46.159
website Rate my Professors, and I'm like, what is that website?

151
00:08:46.159 --> 00:08:51.360
She said, oh, other students anonymously because we don't want

152
00:08:51.360 --> 00:08:54.080
to actually say who we are when we're going to

153
00:08:54.080 --> 00:08:58.919
give that kind of review. Anonymously posted reviews about professors,

154
00:08:58.919 --> 00:09:00.759
so I can look them up decide if this is

155
00:09:00.759 --> 00:09:03.600
a professor I want to sign up to. And I'm

156
00:09:03.600 --> 00:09:07.600
thinking this is brilliant. But wait a minute, I'm a

157
00:09:07.639 --> 00:09:10.960
professor at SMU. Do I have a page on Rate

158
00:09:11.039 --> 00:09:13.519
my Professor's because I didn't make one. So I go

159
00:09:13.639 --> 00:09:16.399
there and sure enough, my name is there, and there

160
00:09:16.440 --> 00:09:19.759
is a web there is a site, and I went

161
00:09:19.759 --> 00:09:23.360
there and the first review said something like doctor Som

162
00:09:23.440 --> 00:09:27.240
Professor Solomon is awesome if you want to learn entrepreneurship.

163
00:09:27.279 --> 00:09:31.720
He gives great feedback and so on. I'm awesome. Just

164
00:09:31.759 --> 00:09:34.600
so that you know. And now do you think that

165
00:09:34.799 --> 00:09:39.039
I'm telling you this to brag, Well, actually that's my

166
00:09:39.120 --> 00:09:42.360
main reason, but no, and I'm not trying to brag.

167
00:09:42.399 --> 00:09:44.840
I'm not trying to recruit you to my class CISB

168
00:09:44.960 --> 00:09:49.840
sixty to twenty six. But the reason is and get

169
00:09:49.840 --> 00:09:52.759
ready for some vulnerability. By the way, vulnerability is very

170
00:09:52.759 --> 00:09:55.440
connected to trust. I can sense this is going to

171
00:09:55.440 --> 00:09:58.559
be a next question. Never mind, get ready for some

172
00:09:58.679 --> 00:10:06.679
vulnerability for me. Don't worry. The next review he's how

173
00:10:06.720 --> 00:10:11.879
did it say it? It said something like his attitude

174
00:10:12.080 --> 00:10:16.919
is arrogant, condescending, but he's a good grader, which we

175
00:10:17.039 --> 00:10:19.639
know is the most important part in college, right in

176
00:10:19.639 --> 00:10:22.200
the college class. And I'm looking at this, and here's

177
00:10:22.240 --> 00:10:26.879
the thing that came right after a semester where I

178
00:10:26.919 --> 00:10:31.399
only taught one class that semester. This was in twenty nineteen,

179
00:10:31.440 --> 00:10:34.799
so it's before COVID. It's not over zoom. This was

180
00:10:34.840 --> 00:10:38.440
in a classroom. This had to And the two reviews

181
00:10:38.559 --> 00:10:42.399
came ten days apart. So these were two students that

182
00:10:42.559 --> 00:10:45.279
set at the same classroom at the same time, in

183
00:10:45.320 --> 00:10:48.279
the same class. I was the same person. How come

184
00:10:48.360 --> 00:10:50.240
one of them gives me five out of five and

185
00:10:50.279 --> 00:10:52.720
says I'm awesome. The other one gives me one out

186
00:10:52.720 --> 00:10:59.039
of five and says I'm awful. Well. Trust is personal,

187
00:11:01.440 --> 00:11:05.200
and different people see different things in you. Different people

188
00:11:05.399 --> 00:11:09.559
care about different things, different people prioritize different things. I mean, today,

189
00:11:09.639 --> 00:11:14.480
if you think about our political division that we have,

190
00:11:15.799 --> 00:11:18.679
just knowing that you're a member or a supporter of

191
00:11:18.720 --> 00:11:21.039
the other party, is good enough for me not to

192
00:11:21.080 --> 00:11:23.720
trust you or for other people not to trust me.

193
00:11:24.320 --> 00:11:29.000
I'll tell you upfront that when I vote, I voted

194
00:11:29.080 --> 00:11:34.240
for candidates from both major parties in every election because

195
00:11:34.240 --> 00:11:37.519
I care about the person, not about the party. I'm

196
00:11:37.559 --> 00:11:44.120
not a good representation of everyone here. So the same behavior.

197
00:11:44.159 --> 00:11:47.039
What I found was that the same behavior that I

198
00:11:47.080 --> 00:11:49.960
did in the classroom, for example, that could cause one

199
00:11:50.000 --> 00:11:51.960
person to trust me or to give me five out

200
00:11:51.960 --> 00:11:55.080
of five and say that I'm awesome, the same behavior

201
00:11:55.480 --> 00:11:58.200
would cause another one to say that I'm awful, give

202
00:11:58.240 --> 00:12:00.639
me one out of five and not trust me. So

203
00:12:00.679 --> 00:12:04.399
that's one very different perspective I have on trust. That

204
00:12:04.559 --> 00:12:09.480
trust is relative. It's personal, but it's relative. It's not absolute.

205
00:12:09.559 --> 00:12:14.480
It's not universal. There is no set of questions or

206
00:12:14.600 --> 00:12:16.759
checkboxes that if you can check all of them, you're

207
00:12:16.799 --> 00:12:19.360
going to be trusted by all people. To remember, back

208
00:12:19.360 --> 00:12:22.159
in nineteen seventy two, there was a pull of the

209
00:12:22.200 --> 00:12:26.559
most trusted men in America. I'm sorry, Ranuma, the most

210
00:12:26.559 --> 00:12:30.080
trusted men in America, that's what they said. And they

211
00:12:30.080 --> 00:12:33.960
were looking for governors, and I think it was yeah,

212
00:12:34.000 --> 00:12:36.840
it was presidential candidates and all, but they threw in

213
00:12:37.480 --> 00:12:41.799
TV anchors and sure enough, Walter Cronkite came out as

214
00:12:41.879 --> 00:12:45.840
the most Trusted men in America. CBS used it for years,

215
00:12:46.200 --> 00:12:50.200
the most Trusted Men in America. Even he got seventy

216
00:12:50.240 --> 00:12:53.919
two percent of the vote, not one hundred percent. So

217
00:12:53.919 --> 00:12:58.399
that's one thing. Trust is relative. I know, we would

218
00:12:58.559 --> 00:13:00.799
rather have a checklist of things that if we can

219
00:13:00.840 --> 00:13:02.720
check all of them, you trust that. If you can't,

220
00:13:02.759 --> 00:13:06.000
you're not. But it's not. What's true for GM is

221
00:13:06.039 --> 00:13:09.600
not true for you can't please ever get one the

222
00:13:09.639 --> 00:13:11.360
second one. You wanted me to give you two. The

223
00:13:11.399 --> 00:13:16.919
second one is number five. That trust is transferable and

224
00:13:17.120 --> 00:13:20.639
I found that. So my twentieth book is actually called

225
00:13:20.840 --> 00:13:23.000
The Trust Premium, which I can also see from my

226
00:13:23.080 --> 00:13:27.399
logo here, and that is focused on the relationship between

227
00:13:28.000 --> 00:13:35.039
a salesperson, a professional selling services to a customer. Because

228
00:13:35.279 --> 00:13:37.759
with the level of trust, with the level of freaks

229
00:13:38.039 --> 00:13:41.600
marketing and sales trincs use today to lure you to

230
00:13:41.840 --> 00:13:46.360
you know, Baden's Switch and everything else, trust is the

231
00:13:46.399 --> 00:13:49.720
only differentiator. And so now the question is what causes

232
00:13:50.000 --> 00:13:52.480
your customer to trust you and what I found was

233
00:13:52.519 --> 00:13:57.440
that transferable trust plays a major role. Right now, I'm

234
00:13:57.799 --> 00:14:00.519
in the middle of a project to replace windows in

235
00:14:00.600 --> 00:14:03.720
my house. How did I find the contractor? Did I

236
00:14:03.759 --> 00:14:04.759
go online to search?

237
00:14:04.840 --> 00:14:04.919
No?

238
00:14:05.519 --> 00:14:07.799
I asked my friends. I ask people that I trust,

239
00:14:07.879 --> 00:14:11.000
who do you recommend? Before that we need the remodeling

240
00:14:11.000 --> 00:14:13.600
for the pool? How did I find the contractor for that?

241
00:14:13.960 --> 00:14:16.840
I ask friends who remodeled the pool to recommend someone.

242
00:14:17.399 --> 00:14:21.120
So the transferable trust is a key part of trust

243
00:14:21.120 --> 00:14:23.080
and it's only getting bigger.

244
00:14:24.960 --> 00:14:30.240
And Doctor Solomon, among your six components of trustworthiness, you

245
00:14:30.360 --> 00:14:35.080
mentioned like we need to know beforehand before to interact,

246
00:14:35.639 --> 00:14:38.039
and if I want to form a relationship or if

247
00:14:38.080 --> 00:14:40.159
I want to have a business, I want to know

248
00:14:40.240 --> 00:14:43.480
that person beforehand. And nowadays a lot of young people

249
00:14:43.759 --> 00:14:50.039
are starting different businesses, different entrepreneurship projects, but often there

250
00:14:50.080 --> 00:14:53.879
are investors who do not trust them. So what would

251
00:14:53.919 --> 00:14:57.720
be your advice to some of them? How do they

252
00:14:57.759 --> 00:15:04.240
build that profile to gain that trust ahead so that

253
00:15:04.399 --> 00:15:06.159
it's easier for them to communicate.

254
00:15:06.919 --> 00:15:12.000
So that's a great question, and we'll start with you

255
00:15:12.080 --> 00:15:14.639
mentioned the six components of my trust model, So just

256
00:15:14.679 --> 00:15:18.320
to bring it in here, there are three components that

257
00:15:18.360 --> 00:15:21.399
I consider to be who you are. Those are the

258
00:15:21.440 --> 00:15:23.559
three that you want to know ahead of a meeting.

259
00:15:23.840 --> 00:15:26.200
So this is what I know about you before we met.

260
00:15:26.519 --> 00:15:30.200
So you told me before we started that you checked

261
00:15:30.200 --> 00:15:33.080
me out. You went to my online presence, You looked

262
00:15:33.080 --> 00:15:35.919
at some of my articles, you read all four hundred

263
00:15:35.960 --> 00:15:38.240
and something of them. You made it, okay, you know

264
00:15:38.320 --> 00:15:41.279
you didn't, but you didn't read of my twenty books.

265
00:15:41.279 --> 00:15:45.559
But there was enough there to establish three things. One

266
00:15:45.960 --> 00:15:50.120
and those are the three components. Competence. We're interviewing somebody

267
00:15:50.159 --> 00:15:55.320
who's competent. Number two, personality compatibility. From what I see,

268
00:15:55.679 --> 00:15:59.240
we are kind of aligned in our priorities, in our values.

269
00:15:59.399 --> 00:16:01.279
By the way, in my research, one of the things

270
00:16:01.279 --> 00:16:04.120
that I found was that the number one factor that

271
00:16:04.120 --> 00:16:08.879
affects trustworthiness is the level of shared values that we have.

272
00:16:09.480 --> 00:16:11.879
If we share values, there is an eighty six percent

273
00:16:11.919 --> 00:16:15.600
correlation that I found between that and trustworthiness. Number three

274
00:16:15.799 --> 00:16:18.600
is symmetry, the symmetry of our relationship. And I'm not

275
00:16:18.679 --> 00:16:22.919
gonna dig too deep into that, but you know, a

276
00:16:23.039 --> 00:16:28.360
very famous astronaut by the name of Jeff Bezos said

277
00:16:28.480 --> 00:16:32.399
that your brand is what people say about you when

278
00:16:32.399 --> 00:16:34.720
you're not in the room, so it's really important that

279
00:16:34.799 --> 00:16:38.080
you establish those things. Now. I do want to finish

280
00:16:38.159 --> 00:16:40.440
that with one little piece of advice, because you talked

281
00:16:40.480 --> 00:16:45.440
about investors and entrepreneurs, young entrepreneurs who are just starting.

282
00:16:46.879 --> 00:16:49.559
I'll give you advice that I give all of my students,

283
00:16:49.639 --> 00:16:52.720
my students. You know, we're in the age of text

284
00:16:52.919 --> 00:16:59.759
and email and Instagram and snapchat and everything, and it's

285
00:16:59.840 --> 00:17:02.960
very easy to send an email right, a lot easier

286
00:17:03.240 --> 00:17:06.680
than to have a talk. And so what I get

287
00:17:07.119 --> 00:17:10.839
from a lot of students is, first, here is my

288
00:17:11.000 --> 00:17:15.319
business plan. Let's schedule a time to talk. And what

289
00:17:15.440 --> 00:17:20.559
I tell them is, never ever let your business plan

290
00:17:20.880 --> 00:17:24.880
hold the first meeting with the investor. Never let your

291
00:17:24.920 --> 00:17:29.240
business plan hold the first meeting with the investor, because

292
00:17:29.759 --> 00:17:33.920
if there's anything that's left open there, the investor makes assumptions.

293
00:17:34.599 --> 00:17:37.720
If this is not written the way you think it's written,

294
00:17:38.440 --> 00:17:41.960
the investor makes assumptions. If you didn't put a dot

295
00:17:42.599 --> 00:17:47.559
or a comma in the right place, the investor makes assumptions.

296
00:17:48.119 --> 00:17:50.440
Do you want them to make assumptions or do you

297
00:17:50.519 --> 00:17:56.559
want them to first see you get your passion, understand,

298
00:17:57.680 --> 00:18:01.160
ask questions, and get them answered because you're there, or

299
00:18:01.160 --> 00:18:04.519
do you want a piece of paper? Do the talking

300
00:18:04.640 --> 00:18:07.640
for you the first talking, so you know when I

301
00:18:07.640 --> 00:18:10.200
talk about the I talked about the three components you

302
00:18:10.240 --> 00:18:12.200
want to know before the meeting. But there are three

303
00:18:12.240 --> 00:18:15.200
components of what happens during the meeting. One of them

304
00:18:15.400 --> 00:18:19.119
is your positivity, made of two things no bs, attitude

305
00:18:19.200 --> 00:18:22.799
and empathy. Can you put yourself in there? Can you

306
00:18:22.839 --> 00:18:26.000
see things from their perspective? Those are accelerated by the

307
00:18:26.039 --> 00:18:30.759
two other components, time and intimacy. Intimacy goes back into

308
00:18:31.640 --> 00:18:35.240
the business line. Is an email, is a document? Intimacy

309
00:18:35.400 --> 00:18:39.599
is seeing the other person, seeing the white of their eyes. Time.

310
00:18:40.720 --> 00:18:44.160
The longer we spend time together, the more we build

311
00:18:44.319 --> 00:18:51.000
or destroy trust, depending on our personality compatibility. Well, our

312
00:18:51.039 --> 00:18:54.319
brain needs a certain amount of information to feel safe.

313
00:18:55.720 --> 00:19:00.599
If we don't have that information in the form of facts,

314
00:19:01.000 --> 00:19:05.240
what do we do? We make assumptions. The first impression

315
00:19:05.319 --> 00:19:09.559
is so important. Don't let the businessman make the first impression.

316
00:19:11.119 --> 00:19:14.519
So true? And I think that's how coach Jim and

317
00:19:15.160 --> 00:19:19.720
I made an appointment to invite him for a coffee

318
00:19:20.119 --> 00:19:23.880
and then discuss whether he wants to join my board

319
00:19:23.920 --> 00:19:25.680
of directors for my nonprofit.

320
00:19:26.079 --> 00:19:28.440
And I think I had a good impression, made a good.

321
00:19:28.319 --> 00:19:32.920
Impression on coach, and Coach agreed immediately and that's how

322
00:19:32.960 --> 00:19:36.480
we started. So that matters a lot.

323
00:19:36.880 --> 00:19:40.400
Imagine if you would have started by sending him your resume.

324
00:19:42.240 --> 00:19:42.519
True.

325
00:19:43.279 --> 00:19:44.319
Yeah, good point.

326
00:19:44.400 --> 00:19:48.359
So LinkedIn won't work the LinkedIn profile. If you send

327
00:19:48.359 --> 00:19:53.400
the LinkedIn profile to the investors, you're.

328
00:19:53.200 --> 00:19:57.359
Not your LinkedIn profile. Your LinkedIn profile does not show passion.

329
00:19:58.119 --> 00:20:02.440
Your LinkedIn profile does not answer questions you do.

330
00:20:02.880 --> 00:20:06.319
That's a good point. So let me delve one more

331
00:20:06.359 --> 00:20:08.519
into trust because you have some other things I want

332
00:20:08.519 --> 00:20:11.000
to delve in. I know Renaul me John do as well,

333
00:20:11.279 --> 00:20:14.559
but your you know, we do focus on trying to

334
00:20:14.559 --> 00:20:18.680
help young leaders. So you're a young leader, you're taking

335
00:20:18.720 --> 00:20:21.759
over because I do leadership presentations as well around the

336
00:20:21.799 --> 00:20:24.319
country and I often ask, you know, the people in

337
00:20:24.359 --> 00:20:28.759
the audience is trust important? And one hundred percent they

338
00:20:28.839 --> 00:20:32.079
all agree. But then I challenge him, do you how

339
00:20:32.119 --> 00:20:33.839
are you going to build trust? You know, do you

340
00:20:33.839 --> 00:20:36.720
have a plan for that? So what advice would you

341
00:20:36.839 --> 00:20:40.400
give a young leader? Because trust is so important? I mean,

342
00:20:40.480 --> 00:20:43.680
obviously you have a lot of information, but if you

343
00:20:43.720 --> 00:20:47.160
can zero down to a couple things to help a

344
00:20:47.240 --> 00:20:49.400
leader get off to a good start in building trust

345
00:20:49.400 --> 00:20:50.680
with their team. What would they be?

346
00:20:51.839 --> 00:20:54.960
Well, uh, actually, I'm going to give you the complete

347
00:20:55.000 --> 00:20:59.480
opposite of what you're asking for. Why should you be

348
00:20:59.519 --> 00:21:03.000
a leader? One of the questions we never asked. We're

349
00:21:03.039 --> 00:21:06.160
becoming leaders because we look at leadership as a promotion,

350
00:21:06.400 --> 00:21:11.720
not a profession. Leadership is a profession. You can't tell

351
00:21:11.799 --> 00:21:15.519
someone trust your team. Your tream may not be your

352
00:21:15.519 --> 00:21:18.359
team may not be trustworthy, You may not be able

353
00:21:18.359 --> 00:21:21.440
to trust your team. Here's one of the problems and

354
00:21:21.519 --> 00:21:25.200
one of the things we do. We promote. Who do

355
00:21:25.240 --> 00:21:27.759
we promote to be the leader of the sales team?

356
00:21:28.200 --> 00:21:31.279
The best salesperson? Who do we promote to be the

357
00:21:31.359 --> 00:21:35.559
leader of the software development team? The best software developer?

358
00:21:36.000 --> 00:21:38.599
Do we get the best leader? No, we get the

359
00:21:38.640 --> 00:21:42.319
best software developer. Do we get the best leader in sales? No,

360
00:21:42.400 --> 00:21:45.920
we get the best salesperson. Here's the thing. By definition,

361
00:21:46.279 --> 00:21:48.519
if I was the one promoted, if the three of you,

362
00:21:48.960 --> 00:21:51.440
the four of us were up to being, one of

363
00:21:51.519 --> 00:21:53.279
us is going to be the leader and the other

364
00:21:53.359 --> 00:21:56.119
three are going to be my peers or my team,

365
00:21:56.240 --> 00:21:59.680
I should say, now you report to me, Well, I

366
00:21:59.720 --> 00:22:02.960
got promoted. You know why because I'm the best salesperson.

367
00:22:03.000 --> 00:22:05.400
By the way, that's already not a good start, because

368
00:22:05.720 --> 00:22:08.720
when the management told me that I'm the best salesperson,

369
00:22:09.079 --> 00:22:12.279
they told you not in so many words, and you're not.

370
00:22:13.599 --> 00:22:16.079
Now I'm the best sales person. So guess what do

371
00:22:16.160 --> 00:22:18.720
you think that any of you is going to meet

372
00:22:18.839 --> 00:22:21.079
my standards? Do you think that any one of you

373
00:22:21.200 --> 00:22:22.519
is going to be as good as I am? No,

374
00:22:22.920 --> 00:22:26.400
That's why I got promoted. So now I'm starting to

375
00:22:26.519 --> 00:22:28.920
micro manage you because you're not doing as good as

376
00:22:29.359 --> 00:22:33.519
I wanted you to do. And when I micromanage you,

377
00:22:34.839 --> 00:22:39.279
it only gets worse. Now you're losing trust in me.

378
00:22:40.440 --> 00:22:43.599
So you know, I mentioned something when I talked about

379
00:22:43.640 --> 00:22:47.920
the trust goal number six, the reciprocity of trust, that

380
00:22:48.200 --> 00:22:49.640
if I trust you and I show you that I

381
00:22:49.680 --> 00:22:52.599
trust you, I want to give you an example, an

382
00:22:52.599 --> 00:22:58.880
analogy that I typically use in my keynotes. You have kids.

383
00:22:58.960 --> 00:23:03.440
Anybody has kids? Yes, this one on. You look like

384
00:23:03.480 --> 00:23:06.599
you want to have something at least you know what

385
00:23:06.720 --> 00:23:10.440
kids look like, right, yes? Yes, okay, So when Maya,

386
00:23:10.640 --> 00:23:14.160
my twenty six year old girl, was about a year old.

387
00:23:14.200 --> 00:23:16.839
That's when she lifted herself from the floor. Instead of crawling.

388
00:23:16.920 --> 00:23:20.039
She started standing. Once she mastered standing, the next thing

389
00:23:20.079 --> 00:23:23.480
she tried, she tried walking. Once she mastered walking, what

390
00:23:23.519 --> 00:23:28.480
do you think the next thing she tried running, running exactly?

391
00:23:28.759 --> 00:23:33.200
And the first time she tried running, what happened? She

392
00:23:33.279 --> 00:23:35.680
fell down exactly. And the first thing she did when

393
00:23:35.680 --> 00:23:40.519
she fell down was what. No, she didn't scream you

394
00:23:40.519 --> 00:23:43.799
pulled herself up? No, she didn't. The first thing she

395
00:23:43.880 --> 00:23:46.400
did was she turned around and she looked at me.

396
00:23:47.039 --> 00:23:51.039
And if my reaction would have been she would start

397
00:23:51.079 --> 00:23:53.720
crying because obviously something terrible had happened. But if my

398
00:23:53.799 --> 00:23:56.759
reaction would have been get up, keep going, she would

399
00:23:56.799 --> 00:24:00.000
get up and go because obviously nothing terrible has happened,

400
00:24:00.079 --> 00:24:02.880
and because this is what this is, how that is

401
00:24:02.920 --> 00:24:06.720
looking at it. Trust works the same way too. If

402
00:24:06.720 --> 00:24:09.240
you trust someone and you show them that you trust them,

403
00:24:09.279 --> 00:24:11.640
they will behave in a trustworthy way. I already talked

404
00:24:11.640 --> 00:24:15.079
about that the cognitive dissonance otherwise, but what I didn't

405
00:24:15.119 --> 00:24:18.160
say was that, unfortunately, it works the other way around too.

406
00:24:18.960 --> 00:24:22.319
If you don't trust someone and you show them that

407
00:24:22.400 --> 00:24:24.799
you distrust them or even if you trust them, you

408
00:24:24.880 --> 00:24:27.400
just don't show them that you trust them, they will

409
00:24:27.440 --> 00:24:31.319
not behave in a more trustworthy way. So one of

410
00:24:31.319 --> 00:24:34.559
my pieces of advice to leaders, not just young leaders,

411
00:24:34.599 --> 00:24:39.160
any leader, new leaders is I don't recommend that you

412
00:24:39.319 --> 00:24:43.599
trust one hundred percent blind trust. No, that's not safe

413
00:24:43.599 --> 00:24:47.039
for you. I don't recommend. And by the way, in

414
00:24:47.440 --> 00:24:49.839
my surveys, one of the questions that I ask is

415
00:24:49.839 --> 00:24:52.119
where do you rank yourself on how you trust someone

416
00:24:52.319 --> 00:24:55.599
you never met before first time you meet them, And

417
00:24:55.640 --> 00:24:58.319
it's anywhere between zero. I don't trust them at all.

418
00:24:58.400 --> 00:25:00.839
They have to earn my trust before I trust them

419
00:25:01.200 --> 00:25:05.400
one hundred percent. Is I trust them blindly with my life,

420
00:25:05.480 --> 00:25:07.799
even though this is the first time. So it's my

421
00:25:07.920 --> 00:25:11.519
trust is theirs to lose. That's not safe. That's not

422
00:25:11.640 --> 00:25:14.559
safe for me the leader. What I tell them is,

423
00:25:14.880 --> 00:25:16.880
first of all, if I started at one hundred percent,

424
00:25:16.960 --> 00:25:22.720
hypothetically more than they believe that they earned, then they're

425
00:25:22.759 --> 00:25:25.759
going to behave in a more trustworthy way. I'm going

426
00:25:25.839 --> 00:25:28.359
to find that they're a little less trustworthy than I

427
00:25:28.400 --> 00:25:31.480
thought they are, but we're going to meet somewhere high,

428
00:25:31.920 --> 00:25:35.440
pretty high. If, on the other hand, they're right there

429
00:25:35.480 --> 00:25:39.359
in the middle and I started zero, I'm going to

430
00:25:39.440 --> 00:25:41.720
find that they're more trustworthy than I thought. So they're

431
00:25:41.759 --> 00:25:44.039
starting to earn my trust, but they feel that I

432
00:25:44.079 --> 00:25:46.920
don't trust them, their trustworthiness goes down. We're going to

433
00:25:47.000 --> 00:25:50.480
meet again, but in a much, much lower place. What

434
00:25:50.559 --> 00:25:55.759
I always recommend is trust your people just a little

435
00:25:56.200 --> 00:26:00.240
more than you believe they earn. They need to feel

436
00:26:00.640 --> 00:26:03.920
this little gap of you trusting them slightly ahead of

437
00:26:04.039 --> 00:26:07.960
what they believe they earn and deserve for this to

438
00:26:08.079 --> 00:26:11.319
keep spiraling up instead of spiraling down.

439
00:26:12.559 --> 00:26:15.960
That's brilliant as a leader. And I would say as

440
00:26:16.000 --> 00:26:19.519
a team member, And we've had David Horseger on here

441
00:26:19.599 --> 00:26:22.559
the show, and he's talked a lot about trust as well,

442
00:26:22.799 --> 00:26:26.319
also from a team member perspective and building that trust

443
00:26:26.759 --> 00:26:30.319
with your leader, because as a team member, you want

444
00:26:30.359 --> 00:26:32.680
to make sure that your trust level is high enough

445
00:26:32.720 --> 00:26:35.480
so that especially if the leader does follow your suggestion,

446
00:26:36.480 --> 00:26:39.079
now they're trusting you to a great deal and giving

447
00:26:39.079 --> 00:26:41.960
you more of those responsibilities and privileges. So as a

448
00:26:42.000 --> 00:26:45.160
team member, David in his recent book goes over a

449
00:26:45.160 --> 00:26:47.720
whole bunch of tools for trust.

450
00:26:48.359 --> 00:26:50.640
I know you have a bunch as well.

451
00:26:50.640 --> 00:26:53.680
What are a couple of those really powerful tools that

452
00:26:53.720 --> 00:26:55.799
you can use as a team member to earn a

453
00:26:55.920 --> 00:26:57.359
higher degree of trust.

454
00:26:57.839 --> 00:27:01.359
Well, so the interesting thing is that the framework that

455
00:27:01.480 --> 00:27:04.160
I built with those eight laws of trust and the

456
00:27:04.200 --> 00:27:08.079
six components of trust, what I call my relative trust,

457
00:27:08.920 --> 00:27:15.079
my relative trust model. They are the concept is universal.

458
00:27:15.200 --> 00:27:19.240
It applies to every relationship. So the same things that

459
00:27:19.319 --> 00:27:22.640
apply to a leader I need to think about, you know,

460
00:27:22.759 --> 00:27:26.319
the transferable Let's start with the transferability of trust. Okay,

461
00:27:26.400 --> 00:27:29.279
trust law number five? What am I as a leader

462
00:27:29.680 --> 00:27:33.160
doing to make sure that my team members get an

463
00:27:33.400 --> 00:27:37.960
independent confirmation that I'm someone that they can trust? Same

464
00:27:38.000 --> 00:27:40.880
thing as a team member? What am I as a

465
00:27:40.920 --> 00:27:44.640
team member doing for my new leader to get an

466
00:27:44.680 --> 00:27:48.440
independent confirmation that I am someone that they can trust.

467
00:27:49.200 --> 00:27:52.559
All the components, you know, the components of competency, Just

468
00:27:52.640 --> 00:27:56.039
that we're showing competents in different areas. As a leader,

469
00:27:56.119 --> 00:28:00.799
my competence is in how good did I lead other teams?

470
00:28:00.880 --> 00:28:03.720
Right As a team member, what am I doing in

471
00:28:03.759 --> 00:28:07.039
the team? I'm a salesperson, My competence is how good

472
00:28:07.079 --> 00:28:10.559
am I as a salesperson? So the model is the same.

473
00:28:10.640 --> 00:28:13.759
It's actually funny because Jim mentioned a series of my

474
00:28:13.920 --> 00:28:17.960
minibooks cold Can I Trust You? So while the Book

475
00:28:18.039 --> 00:28:23.079
of Trust, the Minibook of Trust, they are more generic.

476
00:28:23.200 --> 00:28:27.559
They talk about trust in general in every relationship I

477
00:28:27.599 --> 00:28:31.319
wrote so far five mini books like one hundred page each.

478
00:28:31.920 --> 00:28:35.440
They talk about specific roles and how does this apply

479
00:28:35.599 --> 00:28:38.240
to them? So, for example, one of those books is

480
00:28:38.880 --> 00:28:41.039
sixty seven plus one Habits that will make you a

481
00:28:41.119 --> 00:28:44.319
trust worthy leader, So this is how does this framework

482
00:28:44.359 --> 00:28:49.359
apply to leaders? Another one is seventy two plus one

483
00:28:49.440 --> 00:28:51.319
habits that. Oh, I'm sorry, it's the other way around.

484
00:28:51.319 --> 00:28:54.160
Seventy two plus one is for leaders. The sixty seven

485
00:28:54.240 --> 00:28:58.640
plus one is how sixty seven plus one habits they

486
00:28:58.640 --> 00:29:03.839
will make you a trustworthy team member. You're not going

487
00:29:03.880 --> 00:29:09.119
to ask about the plus one, aren't you? Well explained, Okay,

488
00:29:09.440 --> 00:29:12.039
So first of all, it's simply because I can only

489
00:29:12.079 --> 00:29:14.920
count until seventy two. So once it went one more,

490
00:29:15.000 --> 00:29:18.240
I'm like, it's seventy two plus one. Somebody do the

491
00:29:18.319 --> 00:29:23.440
math for me. But now, in reality, in all seriousness,

492
00:29:24.240 --> 00:29:28.200
the reason for the plus one is because the plus

493
00:29:28.200 --> 00:29:30.839
one is unique and it's common to all of them.

494
00:29:31.720 --> 00:29:37.240
That's one habit that's common to all relationships, and that

495
00:29:37.519 --> 00:29:40.960
is that you're not going to be trusted by everyone

496
00:29:42.079 --> 00:29:46.640
except that Walter Cronkite was the most trusted man by

497
00:29:46.680 --> 00:29:49.160
seventy two percent of the voters, not one hundred percent.

498
00:29:49.359 --> 00:29:52.200
You're not going to be trusted by everyone. If you

499
00:29:52.319 --> 00:29:56.519
are not trusted by someone that you need to be trusted. Now,

500
00:29:56.680 --> 00:29:59.160
I don't need to be trusted by everyone, you know,

501
00:29:59.240 --> 00:30:00.559
but there are people I I do need to be

502
00:30:00.640 --> 00:30:04.960
trusted by, especially people who rely on what I do.

503
00:30:05.920 --> 00:30:08.039
If you rely on what I do, then I need

504
00:30:08.079 --> 00:30:09.920
to be trusted by you. And if you don't trust

505
00:30:09.920 --> 00:30:12.319
me yet you have to rely on what I do.

506
00:30:13.119 --> 00:30:18.319
We have a problem. So what if I'm not trusted

507
00:30:18.400 --> 00:30:21.559
by someone I need to be trusted by. First, I

508
00:30:21.640 --> 00:30:25.160
need to understand why why is it that I'm not trusted.

509
00:30:26.960 --> 00:30:30.440
Maybe it's competence. Maybe I'm not competent enough for this role.

510
00:30:30.720 --> 00:30:34.000
So what do we do? I get trained, I shift

511
00:30:34.039 --> 00:30:36.440
to another role or something. But if I don't have

512
00:30:36.559 --> 00:30:40.680
the competence required to do this role better, maybe you know,

513
00:30:40.759 --> 00:30:43.319
take a smaller role or something. But if I can't

514
00:30:43.400 --> 00:30:47.960
do this role the way it was intended to, we

515
00:30:48.000 --> 00:30:52.000
need to fix this. Change my role train me whatever.

516
00:30:54.119 --> 00:30:59.480
The most that it happens is about shared values. It's

517
00:30:59.480 --> 00:31:05.480
about personality compatibility, or I should say personality incompatibility. We're

518
00:31:05.519 --> 00:31:12.119
not compatible personally. Well, now the question is, once we

519
00:31:12.200 --> 00:31:17.400
can identify what is it? Is it important enough for me,

520
00:31:17.640 --> 00:31:21.240
the person who needs to be trusted to change? Is

521
00:31:21.240 --> 00:31:24.599
it important enough for the person who needs to trust

522
00:31:25.240 --> 00:31:33.400
to change? How important is it? Can I change? And

523
00:31:33.440 --> 00:31:35.599
do I have the willingness to change?

524
00:31:36.319 --> 00:31:36.400
So?

525
00:31:37.039 --> 00:31:39.200
You know, One of the examples that I like to

526
00:31:39.200 --> 00:31:44.240
give is when I worked in Texas instruments, I went

527
00:31:44.279 --> 00:31:48.279
to my boss and I had renuma, just like you.

528
00:31:48.519 --> 00:31:51.000
I had all kinds of ideas and I was going

529
00:31:51.000 --> 00:31:57.200
there and presenting ideas to her, and I could feel

530
00:31:57.920 --> 00:32:02.599
that almost always she would have an immediate allergic reaction

531
00:32:03.119 --> 00:32:07.000
to what I was suggesting. Almost always an allergic reaction.

532
00:32:07.279 --> 00:32:10.359
Didn't like it. Well, at some point I was trying

533
00:32:10.400 --> 00:32:15.640
to understand why, and in something you know, her immediate

534
00:32:15.640 --> 00:32:21.279
allergic reaction made me ask this question, do you prefer

535
00:32:22.160 --> 00:32:24.720
for me? And this goes back again rhuma to to

536
00:32:24.960 --> 00:32:29.400
sending the business planner or sending the LinkedIn profile? Do

537
00:32:29.480 --> 00:32:33.119
you prefer for me to give you the bottom line

538
00:32:33.200 --> 00:32:36.119
first of what I'm asking for, and then explain the

539
00:32:36.240 --> 00:32:42.079
rationale or take you through my thought process and end

540
00:32:42.279 --> 00:32:45.880
with the bottom line. Now, I'm a bottom line first person.

541
00:32:46.599 --> 00:32:48.960
As it turns out, so is seventy six percent of

542
00:32:49.279 --> 00:32:52.079
the people that I asked in the survey. Give me

543
00:32:52.079 --> 00:32:55.039
the bottom line. The bottom line gives me context. So

544
00:32:55.440 --> 00:32:59.359
everything else you say will support or reject whatever you

545
00:32:59.440 --> 00:33:03.279
told me as the bottom line. She was the opposite.

546
00:33:04.079 --> 00:33:07.880
She said, every time you give me the bottom line

547
00:33:08.039 --> 00:33:12.839
and I don't have the foundation for it, I don't

548
00:33:12.839 --> 00:33:16.559
have what your thought process was, I immediately find what's wrong

549
00:33:16.599 --> 00:33:18.319
with it, and then it's hard for me to even

550
00:33:18.359 --> 00:33:22.920
listen to you later. So was it important for me

551
00:33:23.240 --> 00:33:27.759
to be to be trusted or relied by her? Let's

552
00:33:27.799 --> 00:33:29.960
start with that. So I was relied by her. She

553
00:33:30.000 --> 00:33:32.359
had to rely on me because I was running one

554
00:33:32.440 --> 00:33:35.640
hundred million dollar business unit with eighty nine people for her.

555
00:33:36.680 --> 00:33:38.480
So it was important for her to be able to

556
00:33:38.480 --> 00:33:46.400
trust me. Was it something that I was capable of changing? Yeah,

557
00:33:46.759 --> 00:33:50.920
when I meet with her, I need to remember, don't

558
00:33:50.920 --> 00:33:54.759
start with the bottom line, take her through your thought process.

559
00:33:55.400 --> 00:33:57.839
From that moment on, her level of trust in me

560
00:33:57.960 --> 00:33:58.359
went up.

561
00:34:01.319 --> 00:34:05.359
So I'm and this is so important that trust level

562
00:34:05.559 --> 00:34:09.400
on others, and I often I experience it with my

563
00:34:10.039 --> 00:34:14.119
previous chairperson as well, because if you don't have positivity

564
00:34:14.320 --> 00:34:18.719
or open mindedness, and if you also have some stereotypical

565
00:34:19.000 --> 00:34:23.559
understanding of the other person, often that trust mutual trust

566
00:34:23.719 --> 00:34:27.719
doesn't happen, and you have to do something extra to

567
00:34:27.960 --> 00:34:31.639
earn that trust. Trust. But unfortunately, we are in a

568
00:34:31.880 --> 00:34:36.559
world where a fear is dictating so many of our

569
00:34:36.639 --> 00:34:40.679
foundation of relationships. So I'm fearful of the other person.

570
00:34:40.679 --> 00:34:43.400
I'm fearful of this group and that group, and that

571
00:34:43.559 --> 00:34:46.320
is why it's often that trust we need to build

572
00:34:46.320 --> 00:34:49.760
to build that world that we are aspiring to, it's

573
00:34:49.800 --> 00:34:54.440
not happening. And one of the reasons I'm thinking about

574
00:34:54.599 --> 00:34:58.320
is our leaders sometimes need to be vulnerable, showing that

575
00:34:58.679 --> 00:35:01.679
I'm not confident always I do not know the answer.

576
00:35:02.119 --> 00:35:07.559
So what is your take on the importance of vulnerability

577
00:35:07.880 --> 00:35:10.400
to build that trust among everybody else?

578
00:35:11.159 --> 00:35:15.960
Two hundred and forty percent? What's your next question? Maybe

579
00:35:16.000 --> 00:35:20.519
a little more detail? Is so actually in one of

580
00:35:20.559 --> 00:35:22.679
my studies, and it is in the Book of Trust.

581
00:35:22.760 --> 00:35:28.320
In one of my surveys, I try to correlate the component.

582
00:35:28.480 --> 00:35:32.920
Three components actually the component of vulnerability. It's my willingness

583
00:35:32.960 --> 00:35:35.320
to ask stupid questions and not worry about what you're

584
00:35:35.360 --> 00:35:38.800
going to say. My willingness to suggest stupid ideas and

585
00:35:38.880 --> 00:35:42.400
not worry about what you have to say, my vulnerability

586
00:35:42.440 --> 00:35:46.119
in general. The second one was my willingness to give

587
00:35:46.159 --> 00:35:49.760
you the feedback that you need to hear, not the

588
00:35:49.760 --> 00:35:53.679
feedback I think you want to hear. And the third

589
00:35:53.679 --> 00:35:57.679
one is my receptivity to that kind of feedback that

590
00:35:57.760 --> 00:36:00.639
comes from you or too stupid ideas or stupid questions.

591
00:36:00.800 --> 00:36:05.039
How receptive I am. So, first of all, before I

592
00:36:05.039 --> 00:36:07.840
even get there, what I found was that here are

593
00:36:07.880 --> 00:36:12.800
two things that are closely related. Trust within the team

594
00:36:12.960 --> 00:36:17.159
or in a relationship, and the willingness and ability to

595
00:36:17.239 --> 00:36:21.440
hold what I call a constructive disagreement. So, a constructive

596
00:36:21.440 --> 00:36:25.559
disagreement is where we can discuss everything. It's the most optimal,

597
00:36:25.639 --> 00:36:29.760
the most effective way of arguing. I can say anything,

598
00:36:29.880 --> 00:36:32.719
I will listen to everything that you say. On the

599
00:36:32.800 --> 00:36:36.480
other two extremes, we have the destructive disagreement. This is

600
00:36:36.480 --> 00:36:41.000
where everything becomes personal, emotional, and irrational. This is when

601
00:36:41.239 --> 00:36:44.119
it's not your idea that stupid. It's you are stupid.

602
00:36:45.840 --> 00:36:48.639
Then on the other side is what we call and

603
00:36:48.679 --> 00:36:52.800
we have way too much of that, the politically correct disagreement.

604
00:36:52.880 --> 00:36:54.760
This is where we have the meeting before the meeting,

605
00:36:54.760 --> 00:36:57.440
the meeting after the meeting, just not the meeting during

606
00:36:57.519 --> 00:37:00.400
the meeting, you know what I mean. It's where the

607
00:37:00.440 --> 00:37:04.639
things get closed outside of the conference room. So we

608
00:37:04.719 --> 00:37:07.199
need to be in that effective one. And what I

609
00:37:07.280 --> 00:37:11.719
found was that when I ask people how comfortable are

610
00:37:11.760 --> 00:37:17.320
you in holding a disagreement in general in a high

611
00:37:17.360 --> 00:37:24.519
trust environment, sixty one percent of people said they are

612
00:37:24.840 --> 00:37:29.000
uncomfortable holding disagreement. Disagreements are not effective. They would try

613
00:37:29.119 --> 00:37:32.440
everything they can to avoid the disagreement sixty one percent.

614
00:37:33.119 --> 00:37:36.400
Only thirty one percent said that they embrace a disagreement

615
00:37:36.679 --> 00:37:39.960
in a low trust environment. In a high trust and

616
00:37:40.239 --> 00:37:42.960
I think I said the way. In a low trust environment,

617
00:37:43.000 --> 00:37:46.559
sixty one percent say we try to avoid disagreement at

618
00:37:46.599 --> 00:37:51.400
all costs. In a high trust environment, that sixty one

619
00:37:51.440 --> 00:37:56.760
percent becomes six percent. Wow, ninety four percent feel more

620
00:37:56.760 --> 00:38:01.119
comfortable disagreement. But back to your question about vulnerable, I

621
00:38:01.239 --> 00:38:04.880
trust two for two hundred and forty percent correlated with

622
00:38:04.960 --> 00:38:10.159
vulnerability two hundred and forty percent correlated with vulnerability one

623
00:38:10.239 --> 00:38:14.679
hundred and six percent correlated with the willingness, the willingness

624
00:38:14.719 --> 00:38:17.360
to give you the feedback that you need to hear,

625
00:38:18.360 --> 00:38:20.039
not what I think you want to hear. And this

626
00:38:20.119 --> 00:38:22.159
goes back to what we talked about before the show

627
00:38:22.440 --> 00:38:26.800
about my my upcoming book about evaluating ideas and what

628
00:38:26.880 --> 00:38:29.760
I tell my students at SMU. I tell them what

629
00:38:29.800 --> 00:38:32.760
they need to know, not what I feel they want

630
00:38:32.760 --> 00:38:34.840
to hear. So it's going to be somebody else's problem

631
00:38:34.840 --> 00:38:39.280
at the end. And the third one, the receptivity is

632
00:38:39.320 --> 00:38:44.119
seventy six percent higher in a high trust environment. But

633
00:38:44.280 --> 00:38:47.400
you're right for NUMA. By the way, this is a cycle.

634
00:38:47.920 --> 00:38:50.039
The more vulnerable I am, the more you're going to

635
00:38:50.119 --> 00:38:51.760
trust me. The more you're going to trust me, the

636
00:38:51.800 --> 00:38:53.840
more I'm going to feel that I can be vulnerable.

637
00:38:54.519 --> 00:38:57.440
And this is so true because I run a nonprofit

638
00:38:57.519 --> 00:39:01.639
with one hundred plus volunteers and ten executive members and

639
00:39:01.679 --> 00:39:05.599
board of directors, and we have so much disagreement at

640
00:39:05.639 --> 00:39:10.079
every meeting, but it never broke our trust on each other.

641
00:39:10.559 --> 00:39:13.000
So I will openly tell them that I do not

642
00:39:13.159 --> 00:39:16.519
know the answer. Help me out if anything goes wrong,

643
00:39:16.679 --> 00:39:20.480
I admit and others admit, and they're learning from me because,

644
00:39:20.840 --> 00:39:24.000
as coach always said, lead by example. When I'm admitting

645
00:39:24.039 --> 00:39:27.239
my mistakes, now if my team members are also making

646
00:39:27.719 --> 00:39:31.159
any mistakes, they will admit it instead of hiding. And

647
00:39:31.320 --> 00:39:34.559
this I created. I'm fortunate enough and blessed enough to

648
00:39:34.599 --> 00:39:38.960
have that powerful team who are very comfortable with disagreements

649
00:39:39.000 --> 00:39:42.159
and they're not always trying to make me feel good.

650
00:39:44.440 --> 00:39:48.639
I agree when you said that you say that you

651
00:39:48.719 --> 00:39:52.599
don't know, it's I don't know and I'll find out

652
00:39:52.920 --> 00:39:58.519
right right. It's this one is much harder. I was wrong,

653
00:40:00.239 --> 00:40:02.039
very hard for people to say I was wrong. By

654
00:40:02.039 --> 00:40:04.480
the way, once you mastered that I was wrong, there

655
00:40:04.519 --> 00:40:07.800
is an advanced version, but that's you know, don't try

656
00:40:07.800 --> 00:40:11.719
that at home after saying I was wrong, try staying

657
00:40:12.599 --> 00:40:13.679
and you were right.

658
00:40:18.079 --> 00:40:20.159
I could talk to you all day. Yes, the boss

659
00:40:20.199 --> 00:40:22.360
of things we do got to dove in. We're getting

660
00:40:22.360 --> 00:40:24.920
close to the end of our time. But with your

661
00:40:24.960 --> 00:40:30.440
new book about ideas, can you share about that, because

662
00:40:30.679 --> 00:40:32.280
you know, one of the things we talked about is

663
00:40:32.320 --> 00:40:36.519
your nobs style and you know, and you talked a

664
00:40:36.559 --> 00:40:40.960
little bit about ideas before we started broadcasting the show,

665
00:40:41.039 --> 00:40:45.760
so share some about the book here and about ideas definitely.

666
00:40:46.320 --> 00:40:49.480
So the class that I built and back in twenty

667
00:40:49.519 --> 00:40:52.400
eighteen and i'm teaching and now five times a year,

668
00:40:53.239 --> 00:40:58.880
is called Evaluating Entrepreneurial Opportunities, And it's really about how

669
00:40:58.920 --> 00:41:01.480
do you evaluate the idea? You know, I've heard so

670
00:41:01.599 --> 00:41:05.039
many times. First of all, everything is a great idea, right,

671
00:41:05.119 --> 00:41:08.199
No it's not. No, it's not. If you know the statistics,

672
00:41:08.239 --> 00:41:10.360
and they're there in the book at the beginning of

673
00:41:10.400 --> 00:41:15.480
the book, your probability of success is almost zero. And

674
00:41:15.559 --> 00:41:18.559
I just, you know, hypothetically, said let's call it one

675
00:41:18.559 --> 00:41:21.320
in one hundred. By the way, it's less than one

676
00:41:21.360 --> 00:41:24.400
in one hundred, so it's one in three thousand. Those

677
00:41:24.440 --> 00:41:27.400
research that showed that one in three thousand ideas actually

678
00:41:27.400 --> 00:41:30.800
reach a commercial viability. So let's say it's one in

679
00:41:30.800 --> 00:41:35.119
one hundred. The probability that you have a great idea,

680
00:41:35.119 --> 00:41:37.679
that you started with a great idea is almost nothing.

681
00:41:38.360 --> 00:41:41.000
And what I tell my students the first thing is

682
00:41:42.360 --> 00:41:46.719
never fall in love with your idea or with your solution.

683
00:41:47.519 --> 00:41:50.400
Always fall in love with the problem or the pain

684
00:41:50.800 --> 00:41:53.440
that you're addressing, because when you fall in love with

685
00:41:53.480 --> 00:41:56.119
the pain with the problem, you're going to solve it.

686
00:41:56.159 --> 00:41:57.920
When you fall in love with your idea, you're going

687
00:41:58.000 --> 00:42:00.360
to ignore the fact that it doesn't solve the pain.

688
00:42:00.639 --> 00:42:03.039
And that is the number one reason why ideas fail.

689
00:42:03.760 --> 00:42:05.679
One of the other things that I was telling my

690
00:42:05.719 --> 00:42:08.679
students all the time is, look, this class is not

691
00:42:08.800 --> 00:42:12.199
about telling you how rade your idea is. It's about

692
00:42:12.199 --> 00:42:15.480
telling you how soon. It's about teaching you how quickly

693
00:42:15.519 --> 00:42:19.400
can you kill it? Because even if your odds are

694
00:42:19.440 --> 00:42:22.519
one in one hundred, you need to kill ninety nine ideas.

695
00:42:23.239 --> 00:42:25.800
So I'm going to teach you how to quickly, quickly

696
00:42:25.880 --> 00:42:29.480
quickly kill them. Well, as it turns out, so this

697
00:42:29.920 --> 00:42:33.440
and I told you before since we talked, I think

698
00:42:33.480 --> 00:42:36.400
a couple of months ago, I accidentally wrote another book.

699
00:42:37.079 --> 00:42:39.840
So that's that's the new book that I just finished

700
00:42:39.880 --> 00:42:43.719
writing the first draft. So now it's editing and everything else.

701
00:42:44.199 --> 00:42:47.800
But I just woke up one morning and I said,

702
00:42:48.239 --> 00:42:53.760
there is no textbook about it. And you know, I

703
00:42:53.800 --> 00:42:55.800
don't know if I'm going to wake up tomorrow morning.

704
00:42:56.360 --> 00:42:59.159
Well there's the storms and all, but you know, you

705
00:42:59.159 --> 00:43:01.000
don't know if you're going to wake up tomorrow morning.

706
00:43:01.440 --> 00:43:08.920
My PhD dissertation committee chair and mentor. When I was

707
00:43:08.960 --> 00:43:12.199
almost done with the dissertation, about to submit chapter five,

708
00:43:12.320 --> 00:43:14.440
I get a call from the university. He went to

709
00:43:14.519 --> 00:43:17.000
sleep Monday night and did not wake up Tuesday morning.

710
00:43:17.159 --> 00:43:18.920
We don't know if we're going to wake up. There

711
00:43:19.039 --> 00:43:22.519
is no textbook that covers this part. All the textbooks,

712
00:43:22.519 --> 00:43:24.800
all the books that are being used in entrepreneurship programs

713
00:43:24.800 --> 00:43:30.400
throughout the nation touch on it, and that's it. And

714
00:43:30.760 --> 00:43:34.440
we're afraid to say this is a bad idea. So

715
00:43:35.000 --> 00:43:39.440
I started writing this book, and you know, my thought was,

716
00:43:39.480 --> 00:43:41.880
this is going to be like a five y eight tiny,

717
00:43:42.000 --> 00:43:46.039
one hundred and fifty page book. I stopped at three

718
00:43:46.159 --> 00:43:51.559
hundred and fifty pages of very you know, small line

719
00:43:51.599 --> 00:43:55.679
spacing at six by nine. So this is I'm writing

720
00:43:55.719 --> 00:43:59.719
it as a textbook on evaluating ideas. And you know

721
00:44:00.079 --> 00:44:03.000
the name of the book. And unfortunately it's going to

722
00:44:03.079 --> 00:44:05.440
take me a while to share with you the design.

723
00:44:05.639 --> 00:44:10.280
The it's great idea, big capital letters, great idea, and

724
00:44:10.320 --> 00:44:14.039
then in hand written font it says, is it really

725
00:44:14.159 --> 00:44:15.920
a great idea?

726
00:44:18.599 --> 00:44:20.760
And that's the question we all have to ask ourselves

727
00:44:20.760 --> 00:44:23.760
as entrepreneurs, because we do fall in love with those

728
00:44:23.800 --> 00:44:26.400
ideas so much that we try to get them to work,

729
00:44:26.440 --> 00:44:29.599
and really, we're fitting a square peg into a round hole, right,

730
00:44:29.639 --> 00:44:32.679
and it's just not working and causing more and more frustration.

731
00:44:33.320 --> 00:44:35.599
And I have to ask you too, as we come

732
00:44:35.679 --> 00:44:38.840
up on the end, doctor Salmon, when it comes to

733
00:44:39.159 --> 00:44:43.119
entrepreneurship oftentimes, like I love the Donald Miller, like the

734
00:44:43.159 --> 00:44:48.920
story brand kind of Yeah, yeah, really, where we're talking

735
00:44:48.920 --> 00:44:52.199
about being the guide and not the hero. That's what

736
00:44:52.280 --> 00:44:54.679
I was going to ask you. As an entrepreneur, how

737
00:44:54.679 --> 00:44:57.440
do we shift our mindset with our ideas as well,

738
00:44:57.800 --> 00:45:01.320
going from being that hero who has the solution to

739
00:45:02.000 --> 00:45:04.239
being somebody who can work you through the problem and

740
00:45:04.280 --> 00:45:09.119
be malleable enough to realize that our solution isn't always

741
00:45:09.320 --> 00:45:10.239
the best solution.

742
00:45:11.159 --> 00:45:14.199
Yeah. So, first of all, I had you saw that

743
00:45:14.239 --> 00:45:16.639
I was smiling when you talked about a square peg

744
00:45:16.679 --> 00:45:20.679
in a round hole. And the reason is because that's

745
00:45:20.679 --> 00:45:24.320
the drawing on the cover of the book. It's a

746
00:45:24.360 --> 00:45:27.320
square peg. Ind I mean, it's it's a very cool

747
00:45:27.320 --> 00:45:30.760
way and you know, believe it or not, I did

748
00:45:30.760 --> 00:45:34.039
not use a designer, you know who designed that cover

749
00:45:34.159 --> 00:45:39.119
image for me ai jet GPT wow, I said with

750
00:45:39.239 --> 00:45:42.079
cheed GPT and I said, what would be a concept

751
00:45:42.280 --> 00:45:45.239
of bad ideas? You know, it's not a great idea.

752
00:45:45.280 --> 00:45:49.559
And the first concept that came back with wash, square peg,

753
00:45:49.719 --> 00:45:53.119
round hole. And we were going back and forth. I mean,

754
00:45:53.119 --> 00:45:56.360
this is like two hundred different versions as we were

755
00:45:56.559 --> 00:46:00.000
together building the cover. It's it's a beautiful cover, emails.

756
00:46:00.760 --> 00:46:04.480
But you know again, I can share it now. However,

757
00:46:06.360 --> 00:46:09.880
so if you go through the process of that book,

758
00:46:09.920 --> 00:46:13.639
that book goes through a process and it is six tests.

759
00:46:14.039 --> 00:46:16.840
And by the way, that's what I do in my class.

760
00:46:17.360 --> 00:46:19.679
The book comes out of what I've been teaching for

761
00:46:19.719 --> 00:46:24.079
the last seven years. Six tests. How do you let

762
00:46:24.119 --> 00:46:26.599
go of your idea? Because you start with who the

763
00:46:26.599 --> 00:46:30.719
customer is, and you start by a definition of the customer.

764
00:46:31.079 --> 00:46:33.400
And I always tell my students when they come back

765
00:46:33.440 --> 00:46:38.039
and say, oh, our customer is between the ages of

766
00:46:38.559 --> 00:46:47.159
twenty six and sixty five, above average income in urban environment,

767
00:46:47.159 --> 00:46:50.719
It's like that says nothing about your customer. That says

768
00:46:50.760 --> 00:46:54.320
nothing about your customer. Your customer has to be unique enough.

769
00:46:54.840 --> 00:46:59.039
Any of you left handed by any chance? Yeah, actually, hello, okay,

770
00:46:59.599 --> 00:47:01.840
what is that you're not getting? What is it that's

771
00:47:01.880 --> 00:47:03.239
hard for you to get to.

772
00:47:03.280 --> 00:47:07.119
Find well, several different things. I don't open cans very

773
00:47:07.119 --> 00:47:09.000
well with manual can openers.

774
00:47:09.360 --> 00:47:12.079
Yes, there are a lot of things. By the way,

775
00:47:12.119 --> 00:47:14.440
in case you didn't get it, I'm left handed too,

776
00:47:15.760 --> 00:47:18.679
and we know there are things that are not catered

777
00:47:18.719 --> 00:47:22.239
to us. If you try to define your customer as

778
00:47:22.840 --> 00:47:27.280
someone in the area of entrepreneurship and edgend professor or

779
00:47:27.360 --> 00:47:29.559
something like this, we're both going to fall into it.

780
00:47:29.599 --> 00:47:32.679
But so many other people that are not suffering from

781
00:47:32.679 --> 00:47:36.239
a pain that you and I are suffering being left handed. Yeah,

782
00:47:36.480 --> 00:47:41.079
so it's more about the psychographic than the demographic of

783
00:47:41.280 --> 00:47:46.119
your audience. So there's this part a good evaluation, and

784
00:47:46.199 --> 00:47:50.039
I actually created a tool to evaluate your customer thirteen

785
00:47:50.159 --> 00:47:56.800
elements and scoring and everything. How do you value or

786
00:47:56.880 --> 00:48:01.360
score do you have the right customer? The second is

787
00:48:01.360 --> 00:48:04.519
is it a strong enough as severe enough pain so

788
00:48:05.199 --> 00:48:08.199
you know, think of it in these terms. Are you

789
00:48:08.320 --> 00:48:15.800
giving them a painkiller, a vitamin or candy? Think about it.

790
00:48:16.079 --> 00:48:20.159
Painkiller I need right now, A vitamin I need to

791
00:48:20.360 --> 00:48:23.679
save myself from something in the future. Candy It's nice

792
00:48:23.679 --> 00:48:26.119
to have. I'd like candy right now. Does it help

793
00:48:26.119 --> 00:48:28.440
me in any way. No, it doesn't. What is it

794
00:48:28.480 --> 00:48:34.199
that you're offering a painkiller, a vitamin or candy. The

795
00:48:34.239 --> 00:48:39.599
third one is the value to price ratio of your

796
00:48:39.639 --> 00:48:43.800
product and how different is it from everything else that

797
00:48:46.719 --> 00:48:49.360
everything else that's available, or what I call the best

798
00:48:49.400 --> 00:48:53.880
current alternative. So that's actually the topic of the class

799
00:48:53.880 --> 00:48:56.199
that we have tonight. It's the third week, so it's

800
00:48:56.239 --> 00:48:59.400
the third test. The fourth test is the prototype and

801
00:48:59.440 --> 00:49:01.840
that's what they're going to do next week. How do

802
00:49:01.880 --> 00:49:05.760
we This is where robber meets the road. The fifth

803
00:49:05.760 --> 00:49:09.639
test is a sustainable competitive advantage. You know, it's not

804
00:49:09.800 --> 00:49:11.599
enough that you have a great idea that really solves

805
00:49:11.599 --> 00:49:14.679
a problem. Everything is good except you can't protect it.

806
00:49:15.599 --> 00:49:19.920
And the sixth one is does it really create profit

807
00:49:20.440 --> 00:49:25.480
not only to you, but enough motivation for everyone you

808
00:49:25.559 --> 00:49:28.880
need to participate in the value chain. It's not enough

809
00:49:28.880 --> 00:49:32.280
that it brings profit to your company. Anyone you rely

810
00:49:32.360 --> 00:49:35.719
on has to make a profit or somehow be motivated

811
00:49:35.840 --> 00:49:39.239
enough to participate. So this is kind of you can

812
00:49:39.320 --> 00:49:42.719
see as I'm taking you through it that I am

813
00:49:42.960 --> 00:49:49.280
almost forcing yourself to detach yourself from the idea itself

814
00:49:49.639 --> 00:49:51.800
and focus more on the analysis.

815
00:49:53.119 --> 00:49:55.920
Wow, I love that. I you know, I might want

816
00:49:55.960 --> 00:49:58.719
to connect with you doctor Solomon too, just because we

817
00:49:58.800 --> 00:50:01.920
do have a lot of overlap as far as the

818
00:50:02.400 --> 00:50:05.360
class that I teach here at the college more on

819
00:50:05.400 --> 00:50:08.159
the marketing side of things, but we talk about things

820
00:50:08.159 --> 00:50:11.639
like demographics, psychographics, and I'm definitely going to be checking

821
00:50:11.639 --> 00:50:13.440
out your book when it comes out, so I will

822
00:50:13.559 --> 00:50:16.719
definitely stay up on you and one of your first

823
00:50:17.880 --> 00:50:20.559
book customers, because that's going to be a really great

824
00:50:20.559 --> 00:50:25.159
book to help me better communicate those principles to my students.

825
00:50:25.159 --> 00:50:26.840
So thank you for sharing all that.

826
00:50:27.440 --> 00:50:30.440
The plan is very simple. This book needs to be

827
00:50:30.519 --> 00:50:34.280
available for students to purchase two weeks before the beginning

828
00:50:34.320 --> 00:50:35.280
of the full semester.

829
00:50:36.000 --> 00:50:39.239
Okay, well that's that's going to be an aggressive timeline, right,

830
00:50:39.320 --> 00:50:41.480
but I believe you can note.

831
00:50:41.679 --> 00:50:45.719
Three hundred and fifty pages in two and a half weeks.

832
00:50:47.119 --> 00:50:47.599
It's great.

833
00:50:47.679 --> 00:50:51.000
By the wait, this is not chet GPT wrote my book, right,

834
00:50:51.519 --> 00:50:54.920
chet GPT. You know what chet GPT did. I wrote

835
00:50:54.920 --> 00:50:57.119
a chapter and it cut it in half. It said

836
00:50:57.119 --> 00:51:00.119
half the things you wrote there are not needed. What

837
00:51:00.199 --> 00:51:03.079
cha GIPT did to me. That's why I don't talk

838
00:51:03.119 --> 00:51:03.800
to it anymore.

839
00:51:04.320 --> 00:51:06.800
You don't trust, you don't trust chat GPT.

840
00:51:07.480 --> 00:51:12.639
No disappointed me, But seriously, it's one of the classes

841
00:51:12.679 --> 00:51:15.159
that I did that I give in the National Speakers

842
00:51:15.199 --> 00:51:18.280
Association is how to really use chat gipt to write books.

843
00:51:19.639 --> 00:51:21.800
The whole idea of that this is a textbook, just

844
00:51:21.840 --> 00:51:25.480
to kind of give you something about that was at

845
00:51:25.480 --> 00:51:28.960
some point I asked Chad Gipt, now think about this question.

846
00:51:29.559 --> 00:51:33.840
What would Mark Cuban, Ery Crease and Steve Blank say

847
00:51:33.880 --> 00:51:36.840
about this book? You have the book, they haven't. What

848
00:51:36.920 --> 00:51:42.119
would they say? Now? I asked it to be bluntly

849
00:51:42.360 --> 00:51:46.559
honest with me, brutally honest with me. It said, well,

850
00:51:46.599 --> 00:51:49.119
here's what Mark Cuban would say. And and again, you know,

851
00:51:49.199 --> 00:51:51.800
it learns Mark Cuban, it knows how Mark Cuban speaks,

852
00:51:51.920 --> 00:51:55.000
and so on it goes, get to the goddamn point. Already,

853
00:51:55.559 --> 00:51:58.039
this is too long, This is too much analysis. This

854
00:51:58.159 --> 00:52:02.000
is entrepreneurs need to be out there in market. And

855
00:52:02.039 --> 00:52:08.239
then he said, this was an amazing line. Drop the classrooms,

856
00:52:08.719 --> 00:52:13.760
drop the classroom angle. I'm not wait a minute, I'm

857
00:52:13.800 --> 00:52:17.000
writing a textbook. I'm not writing an entrepreneurship book. I'm

858
00:52:17.000 --> 00:52:22.679
writing a textbook. Then I asked, what would a renowned

859
00:52:23.199 --> 00:52:28.519
entrepreneurship professor say about this book? So it started digging

860
00:52:28.599 --> 00:52:32.159
up Harvard, Stanford, Mit, do you call the you know,

861
00:52:32.239 --> 00:52:36.280
the big programs entrepreneurship program the professors. I even got

862
00:52:36.400 --> 00:52:43.480
a raving review from Clayton Christensen, who died five years ago.

863
00:52:46.000 --> 00:52:49.960
But that was yes. So that was just so that

864
00:52:50.039 --> 00:52:51.480
you know, I told you that I wrote the book

865
00:52:51.519 --> 00:52:54.000
in two and a half weeks. I misled you a

866
00:52:54.000 --> 00:52:58.119
little because I spent four weeks on the outline. Four

867
00:52:58.159 --> 00:53:01.480
weeks on the outline, going back and forth is that needed?

868
00:53:01.559 --> 00:53:05.960
Here is the right flow? And start blowing up the

869
00:53:06.159 --> 00:53:09.840
outline into specific paragraphs. So this is what I'm going

870
00:53:09.920 --> 00:53:11.559
to write here, This is what I'm going to write here,

871
00:53:11.760 --> 00:53:14.840
and keep on revising and revising. Four weeks I spend

872
00:53:14.880 --> 00:53:17.800
on revising, going back and forth on the outline. Once

873
00:53:17.840 --> 00:53:19.960
I was down with the outline two and a half

874
00:53:20.000 --> 00:53:21.719
weeks to write three hundred and fifty pages.

875
00:53:21.960 --> 00:53:24.800
Wow, and really seven hundred pages because they cut that

876
00:53:24.880 --> 00:53:25.280
in half.

877
00:53:25.360 --> 00:53:29.079
So not to old chapters.

878
00:53:29.719 --> 00:53:35.800
Doctor Yorm Solomon has written books for entrepreneurs, for academics,

879
00:53:36.039 --> 00:53:40.119
living and dead. He's communicating with all types of people

880
00:53:40.119 --> 00:53:42.960
here and we love that. And especially for the entrepreneur

881
00:53:43.519 --> 00:53:46.679
or just the person, the leader or team member who

882
00:53:46.760 --> 00:53:49.519
wants to build trust. What's the best way to learn

883
00:53:49.519 --> 00:53:52.480
more about you? Which of your twenty and a half

884
00:53:52.559 --> 00:53:55.800
books should we start with? And how can we get

885
00:53:55.840 --> 00:53:57.320
in touch if there are any ways to do that.

886
00:53:58.000 --> 00:54:01.440
So obviously as far as which one of the twenty

887
00:54:01.480 --> 00:54:07.000
one books, because by the time if this show airs

888
00:54:07.039 --> 00:54:10.920
it right now, it's August twentieth, and the book is out,

889
00:54:11.719 --> 00:54:14.280
the book is out, So it's twenty one books. Which

890
00:54:14.320 --> 00:54:16.119
one to start with? It depends on what you want

891
00:54:16.159 --> 00:54:20.920
to know if you want to understand trust. Jim already

892
00:54:20.960 --> 00:54:23.280
said that he got the Minibook of Trust because I

893
00:54:23.280 --> 00:54:27.760
felt it was cruel and unusual punishment to give him

894
00:54:28.199 --> 00:54:31.760
the Book of Trust that is five hundred and fifty

895
00:54:31.800 --> 00:54:36.880
pages five hundred and fifty pages long, and so I

896
00:54:36.920 --> 00:54:40.880
sent Jim the Minibook of Trust much easier. So I

897
00:54:40.960 --> 00:54:44.000
always recommend for people, if you're interested in trust, get

898
00:54:44.039 --> 00:54:49.639
the Minibook of Trust. Maybe get one of the five

899
00:54:50.280 --> 00:54:56.519
minibooks for the different roles like consultant, advisor, project manager,

900
00:54:56.519 --> 00:54:59.039
and so on, So that might be a good starting

901
00:54:59.079 --> 00:55:02.239
point you you read the Mini Book of Trust and

902
00:55:02.280 --> 00:55:05.239
you go, this was really good, but I need to

903
00:55:05.360 --> 00:55:08.880
go a level deeper. I need to understand the background.

904
00:55:09.599 --> 00:55:12.119
That's when you get the Book of Trust. That's if

905
00:55:12.119 --> 00:55:15.760
you care about trust, if you care about entrepreneurship. Then

906
00:55:16.199 --> 00:55:19.800
several different books. One is it really a great idea

907
00:55:19.920 --> 00:55:23.039
coming out? Well, already came out since we're in August.

908
00:55:24.519 --> 00:55:27.719
The second one is my first book ever, Bowling with

909
00:55:27.760 --> 00:55:31.719
a Crystal Ball, How to find opportunities in technology and

910
00:55:31.800 --> 00:55:35.559
how to capitalize them and navigate them through industry. Book

911
00:55:35.639 --> 00:55:40.679
number four Unkilled Creativity. You know, we keep thinking about

912
00:55:40.679 --> 00:55:44.920
creativity coming from startups, which, by the way, the topic

913
00:55:44.960 --> 00:55:47.719
of my research, my PhD research was why are people

914
00:55:47.760 --> 00:55:50.280
so much more creative when they work for small startup

915
00:55:50.320 --> 00:55:53.079
companies than when they work for large, mature companies. That

916
00:55:53.239 --> 00:55:56.039
was the topic and book number four came out of it.

917
00:55:56.039 --> 00:55:59.960
It's called Unkilled Creativity. How Corporate America can out innovate

918
00:56:00.079 --> 00:56:03.679
to startups. Culture Starts with You, Not Your Boss is

919
00:56:03.719 --> 00:56:08.239
another small book about organizational culture. So it really depends

920
00:56:08.320 --> 00:56:11.880
on what you want to know in terms of which book.

921
00:56:12.039 --> 00:56:14.519
Oh and of course book number two Worst Died Ever,

922
00:56:15.000 --> 00:56:18.320
How to lose weight and leave healthy. Believe me. That

923
00:56:18.480 --> 00:56:22.039
was book number two, which was really not a book

924
00:56:22.079 --> 00:56:24.199
about weight loss. It's a book about how do you

925
00:56:24.239 --> 00:56:26.599
find the motivation to do the things that are important

926
00:56:27.079 --> 00:56:30.960
but long term over the things that are much less

927
00:56:30.960 --> 00:56:35.199
important but immediate. That led to the process that I

928
00:56:35.239 --> 00:56:37.599
call the Trust Habits that's covered in the Book of Trust.

929
00:56:37.880 --> 00:56:41.760
Easiest way to find me your Solomon dot com y

930
00:56:41.880 --> 00:56:44.440
O R A M S O L O M O

931
00:56:45.000 --> 00:56:49.440
N dot com, Trust Habits dot com. Same website and

932
00:56:49.880 --> 00:56:54.719
listen to it's free The Trust Show podcast, The Trust Show.

933
00:56:54.960 --> 00:56:57.960
I need to Yeah, I need to allocate a sheef

934
00:56:58.280 --> 00:56:59.639
for you.

935
00:57:00.960 --> 00:57:01.760
That's the idea.

936
00:57:02.400 --> 00:57:05.679
Yeah, the your Michelle Fiaz The Trust Show podcast available.

937
00:57:05.719 --> 00:57:09.039
By the way, I er marketing, sales and everything, and

938
00:57:09.079 --> 00:57:11.000
I have ash out for your books.

939
00:57:13.400 --> 00:57:16.480
Make your next podcast. Listen to the Trust Show podcast.

940
00:57:16.519 --> 00:57:18.920
That'll be on any of those platforms that you found

941
00:57:19.000 --> 00:57:22.199
us on. Doctor orm Solomon, thank you so much for

942
00:57:22.239 --> 00:57:25.199
your time today and everything you shared about trust, entrepreneurship,

943
00:57:25.199 --> 00:57:27.920
and so much more. We really appreciate your time and

944
00:57:27.960 --> 00:57:28.440
your insight.

945
00:57:29.280 --> 00:57:30.360
It was great being with you.

946
00:57:30.960 --> 00:57:33.480
Thank you for joining us this week at the Limitless

947
00:57:33.559 --> 00:57:36.559
Leadership Lounge. To listen to this episode again and to

948
00:57:36.599 --> 00:57:40.559
find previous episodes, check us out on Apple Podcasts, Spotify,

949
00:57:40.719 --> 00:57:43.119
and Spreaker. You can also get in on the conversation

950
00:57:43.360 --> 00:57:46.119
find us on Facebook and Instagram, then tell three of

951
00:57:46.119 --> 00:57:49.360
your friends to join in as well. Coach Brnuma and John.

952
00:57:49.400 --> 00:57:52.360
We'll be back again next week for another try generational

953
00:57:52.440 --> 00:57:55.800
leadership discussion. We'll talk to you then on the Limitless

954
00:57:55.920 --> 00:57:58.199
Leadership Lounge