Business Book Summary #21: “Trust Agents” by Chris Brogan and Julien Smith

Steve, Thanks for the time and effort you put into chrushingit for us. It's amazing how the game scenario fits so well into my own life. I completely followed that pattern and now I playing my own game. I am getting better a the whole social media space thanks to your summaries.

Dee - you are welcome. The game analogy is a great one, especially because there really are no rules in the social space (no matter what some people might believe). Good on ya for making your own game!

Great summary and spot on ideas. Thank you! Trust is absolutely critical in our space (wealth management) and there are plenty of "infiltratrors" who violate their clients trust. We have built our brand on integrity and doing right by the client. We are looking forward to extending our relationships online - your conversations help.

Building the army : Seth Godin's "Tribes"
Play that funky music white boy? That's what keeps me coming back!
Brasco <> Darko

Jamie - I think trust is critical in all industries, but much more so in yours these days! Building a brand on integrity and doing right by the client is a great move - especially now that those who lack it will be found out.

Very nice. Lots of great stuff. With regards hanging out online and nuturing relationships: As a middle manager and an "entrepreneurial hobbyist" I have to say that finding balance between doing what's good for you and what contributes to the business / service of those that pay you is crucial. I'm finding more and more that recent graduates (ages 20-30) more focused on building their personal brand than what brings them a pay check. Both can and should exist. With that combination, you're sure to do well.

This is my second episode to watch. Thanks to Wayne Turmel's recent interview on www.crankymiddlemanager.com with John Spence, which introduced me to your site.

Christian - thanks for tuning in, and I owe a big thanks to Wayne and John for bringing you here! You are right - you can certainly do both at the same time if you are willing to put in the hours.

Thanks for the review Steve!

I really like the Donnie Brasco analogy...it really puts the whole "listen first" concept into perspective.

In the travel industry, you see plenty of companies just trying to shove their latest "deal"down the throat of the consumer before becoming "one of them" and the "deals" seem to all get lost in the mix.

As a small group adventure tour operator, we're trying to reach out and listen for people that sound like they would be interested in what we offer. Initially, we introduce ourselves and then try to start a personal and genuine dialog, trying to cater to their needs. The first impression is always important.

It's amazing how many people on Twitter are asking for ideas on what to do for their next vacation. We find these people, listen to them, introduce ourselves and then let them know how we think we can help.

Eric

I thought the Donnie Brasco analogy was a great one too - it also highlights for me (and Chris talks about this in the interview) that if you were already doing "it" right offline, doing it online will not be difficult. It's just learning how to use these new tools to your advantage that takes time and effort.

Great job listening to people and connecting!

You could probably say that the reverse is also true for the offline/online situation - if you're doing it right online, it makes it easier (and more obvious) to do it offline.

My email is e_j_marsh AT yahoo DOT com ...in case I win...

great summary, Steve. Loved the line/thought about the most effective leaders being the people you aren't even aware of being in the mix. Would that we had more of that these days... Hard to build trust / hold trust in those who believe in their omnipotence. Keep up the great work, Steve! --tim

Thanks Tim. It's amazing that centuries old advice does not get implemented more frequently!

great summary, Steve. Loved the line/thought about the most effective leaders being the people you aren't even aware of being in the mix. Would that we had more of that these days... Hard to build trust / hold trust in those who believe in their omnipotence. Keep up the great work, Steve! --tim

Steve, a great way and great book to draw together the threads of social media month!

This time, I was ahead of you and read the book when it was released a few weeks ago and to be honest, with the other social media books reviewed, anyone who applyies the key ideas logically can't really fail - it just takes time.

Here is my recipe:

Have a generous amount of faith in yourself and your expertise and start to share with others - Crush It!

Mix thoroughly with a large helping of online and face to face networking providing unsolicited help for others to develop your "Whuffie Factor" at the same time recording and sharing your own recipes with others - "The Corporate Blogging Book"

Utilise every utensil to hand to blend your offerings into your preferred form and portion size - "Six Pixels of Separation"

and share with everyone you have met along the way bringing together those of your audience with their own common interest and step back - "Trust Agents"

Smile, and remember to say thanks, it was your pleasure.

Ok so it's not as easy as pie - or is it?

Bill

Bill - it's definitely not as easy as pie, but it certainly is pretty straightforward. Like Tom Peters says, "it's pretty straightforward, but it's a lifetime of work". Thanks for your thoughts!

I mean lets be honest are there better dudes than these 2? Everyone who has jumped into this book has been in love and I think they really got into it in a big way. I am super pumped to call them friends and hope every1 reads this

Gary - they are pretty smart dudes, indeed. I also think that whoever reads their book should also read yours.

Great video! You brought attention to some really interesting things! I forwarded this onto some friends and I can't wait to watch more, really, great job.

Mike - thanks so much for passing on the word - can't wait to see you back here!

WOW! This is a great video explaining some of the concepts in the book. I just recently bought this book, but I've been busy reading Crush It by Gary Vaynerchuk, so I haven't gotten a chance to digest it all the way, but what that I have skimmed, it looks to be very promising! Great job with the Video!

Thanks for the kind words! I think you'll find this a good companion book for Crush It. Enjoy!

Steve,

The number one thing I have learned from you is to get engaged and leave comments. I work in IT and I loved the point about remembering that there are people on the other end of things. In IT we just see the end problem and tend to not dig to the true root of the problem. IT tends to make the person with the problem the problem. Your suggestion to remember that no one cares about you is important because they don't care you can do this or that with the computer they just need their problem to go away. They are focused on the problem not the tech that solves it.

Thanks for these reviews. Keep'em coming.

Daniel - I glad you've taken that away from the reviews - it's critical if you are looking to make real connections with people. And as you've pointed out, it's not only in social media that people don't care about you, it's in any situation. Thanks for your thoughts!

Great summary and way to hit the highlights. Read the book and loved it. It has given me pause and a lot of thought on how I do things. How it would help my organization (the one I work for , not me) is help them get a handle on what to do. Instead of nothing

Indeed - something is better than nothing. Not in all cases, but certainly this one. I hope you get them to take action!

Just stumbled upon your site. I think what you are doing is absolutely awesome. I read like 99% of the books you reviewed and am gonna watch all your reviews. What tools do you use to create those videos?

Thank you very much! I use a bunch of tools - would be happy to let you know if you get me your email address.

Steve, I'd be interested as well. Christian (at) Biz4Kids.com As a Manager I really don't get to be "creative" at work but I recently updated all my home software on a new iMac with Final Cut, CS4 and iWorks (Keynote) and am looking forward to some winter evenings with coffee and creative play time!

Dude, this was really good. I'm going to go watch a bunch of other ones now. :)

Thanks! You did an amazing job with the book.

Steve, Love the site and the concept, was able to get a feel for Trust Agents when I had insomnia and in 10 minutes or less. Very cool.

As for my comment on Trust Agents - Great book and very much looking forward to reading it. What I have gotten so far from Chris and Julien's ramblings is that Playing in Social Media isn't rocket science. It is just a new medium for people to do what they normally do as a human being.....be human. This is something I couldn't agree with more and often say that in this new space just jump in, experiment, have fun...it is OK to "run with scissors".

And I am sure Chris will get into this but the "Internet Marketers" or "Social Media" experts out there that are applying an old monologue model to this new dialogue medium are getting it all wrong, and pissing me off. So looking forward to reviewing the book to understand Chris & Juline's spin on this. Great Book and Great synopsis.

Tally Ho!

Steve "Salesologist" Cadley

Steve - thanks for the kind words - and I'm here any time insomnia strikes. You are right - it's not rocket science. Let me know how the scissor running goes - would love to hear.

Tally Ho yourself!

Great review of what seems to be an interesting book. Just shows that the internet is changing they way business is done and received. I'm currently working an a paper and intern-ship for my education which is al about building community. Only problem is they have a great idea but put all their attention in advertising it while they are not taking part in the community itself.

Looks like I have found another book to add too my the read list for my paper and advice to them. It is about time businesses learn to build whuffie and then to crush it, through community building. Hope to see more great reviews, any change you will be doing a review about Crowdsourcing by Jeff Howe? I think it ties in well with some of the books in the social media special.

I've read Crowdsourcing and it's great, but probably won't be doing it here. I may have another outlet to be doing social media reviews shortly, so you might see it there (can't say where just yet).

Hi Steve - thank you for feeding us the important info - I am recommending this site to all.

I work with a non-profit and trust is everything. I like the tech language they use - helps to keep it current.

You Rock!

Sharon - thanks for the kind words - I'd love to chat sometime about your work in the non-profit field (a passion of mine) - let's connect.

Hey Steve,

I found your video summary of Trust Agents very imformative. Made me want to go buy the book.

Awesome - that's my goal! Thanks for letting me know!

Thanks again for the great summary. I just finished CRUSH IT and I think Trust Agents is next on my list of books to read. I totally understand the concept of creating your own game.

In my situation I was tired of studying boring classes required by the traditional university system so I decided to make my own rules and study outside the classroom. Business, creativity, and social influence captured my attention and I now know if I want to win and not be sucked in the 9-5 system I have to study the people who are making it happen, perhaps the "hackers." Social media and the web space in general are opening doors -- those who recognize the opportunity will create their own game.

Tony - thank YOU for taking the time to watch - it means a lot to me.

Good luck creating your own game - I'd love to hear how it's going for you so please keep in touch!

Thanks for the great summary.
Maister and Green's original work on trust has had a huge influence on my approach to consulting and selling so it's really refreshing to see someone else take a look at how those same fundamentals (T=C*R*I/S) apply in a social media context. Chris and Juliene's work to boil it down to 6 characteristics really simplifies it.

Michael - I assume that they had an influence on you in a positive way! It really is a great way to think about building trust.

I'm about 1/3rd of the way through Trust Agents and am really enjoying it. It's full of great stories and analogies. Great job on the summary and fabulous job Julien and Chris!

Would love to know what you think when you are all the way through!

Nice review Steve. I've been meaning to buy Trust Agents, and your review makes me want to read it more. People speak highly of Chris Brogan, and I hope to meet him when he visits Minneapolis early next year.

The model of credibility, intimacy and reliability is compelling. This triad feels better to me than striving for authenticity. I believe that others can judge our authenticity, but we cannot. Credibility and reliability can be measured, and intimacy can be felt.

The idea of leaving comments on blogs and Tweets makes sense too. Praise and constructive criticism makes ideas stronger, and leaving comments is a virtual conversation. Toward this end, Twitter lists will be a great help, since I've now put you and other bloggers in a list. This technological tool, Twitter lists, will be very helpful to bloggers.

Keep up the good work. I have not been to your site in awhile, and I like your new incarnation.

Dan - thanks! Yeah, I agree. Authenticity is a little fuzzy for me as well. Thanks for adding me to your list!

I feel like I grew up with Chris and Julien, so this comment is about as jaded as they come. Trust Agents is a great book. There's a reason these guys are New York Times' best-sellers. It is full of great examples, but more importantly, they poured their hearts and soulds into each and every word. Even if you think you might know the content of this book, buy it and give it to clients and employees as a Holiday gift... because as cliche as this may sound, it is the gift that keeps on giving. If you have a business, but you don't have trust with your consumers, what kind of business can it really be?

Agreed - this makes a great gift for anybody trying to figure out the social media space. With yours as well, of course!

I agree.
There are lots of snake oil salesmen on the web, but I always feel refreshed after reading Chris Brogan.
He makes ProBlogger look (almost) lame, and that takes some doing.
Ivan
Beijing

I'll take a copy?

Nice summary Steve,


I know Chris is one of the pioneers of this new age but for some strange reason I haven't connected to him as I have with Seth Godin, Gary V & Mitch Joel's sites & material. ( I am still getting aquainted with the web 2.0 community)

This summary was helpful in allowing me to look again at getting more familar with Chris & "Trust Agents". ( I'll add it to my list of reads)

PS... I loved the Mafia analogy... well done Pizan! lol

SAL

Thank you Steve! This is my newest favorite destination (John Spence pointed me here). I'm loving the mission of humanizing business. With that as the backdrop, Brogan and Smith do a great job of showing to authentically embrace Social Media tools. Also makes me think that we should be making distinctions about which social media channels we are going to commit to (be reliable) and actually maintain, vs. those that are unmaintained. Being transparent about our intentions would help sharpen our ability to build and army.

I'm grateful for your work here. Please keep at it.

Skip - I'm humbled that this is your new favourite destination. Great point about committing to a plan and following through - setting expectations is key.

Thanks Steve, for breaking it down. I've been following Chris' blog for a while now and I am definitely looking foreward to reading his book.

Thank YOU for checking out the summary. I hope you enjoy the book!