To overcome the high trust barrier of accessing user emails, Fixer identified early customers with large LinkedIn followings. They invested heavily in supporting these users, then asked them to post about their experience, effectively borrowing their credibility to acquire new customers.

Unlike Airbnb, which relies on a $1M insurance policy, home-swapping platform Kindred offers only $100k. Their model structurally reduces risk by requiring every guest to also be a host. This built-in accountability and reciprocity creates a higher level of trust and responsible behavior among users, lessening the need for massive insurance coverage.

To scale, Deliver needed a self-serve system for a high-stakes transaction: taking custody of a merchant's entire inventory. They achieved this by building systems that fostered trust through radical transparency, like photo evidence for discrepancies. This proved self-serve can work for complex, high-trust sales.

To avoid disastrous partnerships, propose a radical transparency exercise. Each party agrees to hire a private investigator to vet the other, then discuss the findings. This surfaces red flags and demonstrates a commitment to honesty, saving years of potential pain.

DocuSign's market leadership stems from a network effect built on trust. Businesses choose the platform because their counterparties (customers, partners) already trust it, reducing friction in high-stakes transactions, especially with new customers.

Use customer data to perform radically thoughtful, unexpected acts of kindness. Sending a customer a personalized gift related to their hobbies (like a signed jersey) can create a powerful story that generates referrals from high-value connections within their network.

To sell to risk-averse CFOs without many customer logos, Briq built credibility by partnering with financial associations in their target industry. This strategy provided the necessary social proof and trust verification needed to close early deals with skeptical buyers.

Word-of-mouth growth is directly tied to a rapid time-to-value. When a user can experience the product's core benefit almost instantly, it significantly lowers the social risk for the person recommending it. The referrer is confident their friend will quickly validate the recommendation, making them look good and removing referral friction.

PhonePe de-risked its crucial early hires by exclusively recruiting former colleagues from Flipkart or people who had worked directly with those colleagues. This "homecoming" strategy ensured a high-trust, high-performance team from day one, bypassing traditional interview processes.