The Truth About Building Trust Over Buying Attention
What happens when you strip away the startup fairy tales and get real about building a business?
In this episode of Handpicked, I sat down with Adriana Brusi, whose journey from bringing global speakers like Richard Branson to Australia to founding CrowdsNow offers fascinating insights into what actually works in business—and what doesn't.
The Three Startup Killers You Need to Avoid
After nearly two decades of building Red Balloon and watching countless entrepreneurs stumble, I've identified three critical mistakes that sink startups in their first year:
1. The Wrong Person for the Job Not everyone is cut out to be an entrepreneur. If you're leaving a secure corporate role to start a cupcake business because it seems trendy, ask yourself: does this energize you or drain you? I thrive on customer connections—that's where my energy comes from. Know your strengths and passion before you leap.
2. Friends and Family Don't Count as Market Research Your loved ones will always tell you your idea is brilliant. Real validation comes from strangers willing to part with their hard-earned cash. Before seeking investment, test your minimum viable product with people who have no reason to lie to you.
3. Underestimating Market Size You might have a fantastic boutique business, but can you scale? Finding customers gets exponentially harder as you grow. Make sure there are enough people like your ideal customer who are easily accessible.
Culture: The Make-or-Break Factor
As Adriana and I discussed, toxic culture can unwind a company faster than any external threat. At Red Balloon, we learned that culture isn't about pool tables or free snacks—it's about people believing they're part of something bigger than themselves.
Our number one value? "Just do what you say you're going to do." Simple, but transformational. When people can count on you—whether employees, suppliers, or customers—you build the trust that money can't buy.
And here's the hard truth: if someone's chronically cynical or negative, set them free to work for your competition. Challenge is healthy; toxicity is cancer.
Marketing Truth Bomb: Stop Buying Attention, Start Building Trust
Adriana's company CrowdsNow challenges the influencer model with a powerful insight: attention isn't intention that converts. Just because someone has millions of followers doesn't mean they're your customer avatar.
The real magic happens when your existing customers become your advocates. If your current customers aren't raving fans creating "social safety" for your brand, throwing money at marketing is like pouring water into a leaky bucket.
For cash-strapped startups, remember:
- Be memorable first, visible second. Red Balloon worked because it evoked joy and adventure—emotions people remember.
- Partnership over paid ads. Who's already talking to your audience? Partner with them.
- Consistency across all touchpoints. A brilliant billboard means nothing if your customer service is terrible.
The Human Connection Advantage
In our increasingly digital world, we're paradoxically more isolated. Everything can be delivered with a swipe—groceries, dates, medical consultations. But humans still thrive on genuine connection.
As I have been saying: "AI is for tasks, relationships are for people." The businesses that remember this fundamental truth will have a massive competitive advantage.
The Bottom Line
Building a sustainable business isn't about having the perfect pitch deck or the flashiest marketing campaign. It's about knowing yourself, understanding your customers, and creating authentic connections that turn strangers into advocates.
Whether you're just starting out or scaling up, remember: your reputation is built one relationship at a time. Make each one count.
What resonated most with you from this conversation? I'd love to hear your thoughts—after all, business is still about human connection.
Listen to the full episode wherever you get your podcasts, and don't forget to subscribe to Handpicked for more unfiltered conversations about what really works in business.
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