In this episode, Rusty Shelton, Founder and Chairman of Zilker Media, delves into the concept of thought leadership and its impact on business growth. Rusty emphasizes the importance of trust, stating that it's crucial to build it even before you enter the room with potential clients or partners. He explains how an online presence can be a powerful tool in establishing this trust. Rusty further discusses the significance of personal branding and owning your online presence. He advises listeners to secure their full name as a website address, highlighting the value of this digital real estate. He also underscores the importance of aligning oneself with brands the audience knows, trusts, and respects to accelerate trust. Lastly, Rusty shares an innovative approach to content marketing, using it as a bridge to build relationships. He gives an example of a bank president hosting a podcast, not as an advertisement, but as an opportunity for peer-to-peer interaction, thus creating good content and building goodwill. This episode provides valuable insights into the power of thought leadership and the role of trust in successful business relationships.