1. Your friends don’t trust you.
Nor should they.
Lara Feltin
Cofounder & CEO

3. “I ni che”
@LaraFeltin

4. @LaraFeltin

5. 1. Know thyself
@LaraFeltin

6. INDIE BUSINESS
ENTREPRENEUR
OWNER
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

8. retail
@LaraFeltin

9. retail
wholesale
@LaraFeltin

10. retail
wholesale
service
@LaraFeltin

11. retail manufacturing
wholesale
service
@LaraFeltin

12. retail manufacturing
wholesale
service
@LaraFeltin
technology startup

13. @LaraFeltin

15. @LaraFeltin

16. @LaraFeltin

17. T=CxRxI
S
@LaraFeltin

18. 2. Be human
@LaraFeltin

19. @LaraFeltin

20. Know
Like - “Recommend”
TRUST - “Vouch”
@LaraFeltin

21. “Know”
Like - “Recommend”
TRUST - “Vouch”
@LaraFeltin

22. @LaraFeltin

23. “I ni che”
@LaraFeltin

24. “I ni che”
@LaraFeltin

25. @LaraFeltin

26. Mark Granovetter’s
Strength of Weak Ties
@LaraFeltin

27. @LaraFeltin

28. @LaraFeltin

29. 3. Show up
@LaraFeltin

30. “90% of success
is showing up.”
- Woody Allen @LaraFeltin

31. Friends vs “ riends”
@LaraFeltin

32. "Just unfriended someone
who keeps posting about
her business. Don’t like
being sold to on Facebook.
Take your self-promotion
somewhere else!"
@LaraFeltin

33. ExactTarget.com
43% have “Liked” a brand.
70% didn’t feel they’d given
the company permission to
market to them.
@LaraFeltin

34. 43% have “Liked” a brand.
70% didn’t feel they’d given
the company permission to
market to them.
@LaraFeltin

35. 39% “Marketers should
NEVER interpret my
‘Like’ as permission to post
marketing messages that would
appear in my News Feed.”
@LaraFeltin

36. 59% “maintain personal relationships”
@LaraFeltin

37. 59% “maintain personal relationships”
15% “for professional contacts”
(Thank you, www.exacttarget.com)

38. @LaraFeltin

39. @LaraFeltin

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

42. 1. Know thyself
@LaraFeltin

43. 2. Be human
@LaraFeltin

44. 3. Show up
@LaraFeltin

45. 4. Be helpful.
@LaraFeltin

47. 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?
(Professor Susan Fiske, Princeton University 2007) @LaraFeltin

48. 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?
(Thank you PsyBlog at www.spring.org.uk) @LaraFeltin

49. 5. Feed the
machine
@LaraFeltin

50. @LaraFeltin

51. • make someone’s client happy
• make someone’s job easy
• show acknowledgement
• reciprocate
@LaraFeltin

52. • make someone’s client happy
• make someone’s job easy
• show acknowledgement
• reciprocate
@LaraFeltin

53. • make someone’s client happy
• make someone’s job easy
• show acknowledgement
• reciprocate
@LaraFeltin

54. “I ni che”
@LaraFeltin

55. • make someone’s client happy
• make someone’s job easy
• show acknowledgement
• reciprocate
@LaraFeltin

57. @LaraFeltin

58. The Trusted Advisor
David Maister, Charles H. Green, Robert M. Galford
The Entrepreneur Equation
Carol Roth
Trust Agents
Chris Brogan & Julien Smith
@LaraFeltin

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

60. Thank you!
Lara Feltin
biznik.com
lara@biznik.com
@larafeltin

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