Trust isn't built in the pitch.

Last week, I wrote about how initial perception can filter out a great opportunity before anyone takes a real look, and how a single meeting can decide someone’s fate before their work speaks for itself. This week I’m flipping that lens. If a snapshot judgment is that unreliable, what earns someone’s trust?

Founders ask me a surprising number of questions about trust, but they ask the wrong ones. Things like: Should my headshot look more professional? Should I re-record my video? Should I wear a blazer to investor meetings? Should I wear a hoodie? (Ok, maybe not that last one exactly.)

I understand why those questions come up.

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