The Importance of Trust in a Disruptor's Relationship

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"A straightforward deal doesn't cut it when you're negotiating with someone who believes you're a mortal enemy," he says. "Daniel is a disruptor, but most disruptors don't actually work with the industries they're disrupting." Daniel had to make a first-dance gesture that would sweep the record companies off their feet,. Go into that a little bit without getting the licensing, the buy-in from labels, the buy in from artists. Scale not possible.

Normally, trust = consistency + time. But when you're scaling fast, you have to find shortcuts to trust, with your partners and your users. Spotify CEO Daniel Ek knows a thing or two about this. When he founded Spotify, he did what few disruptors ever do: He worked with the industry he was trying to reinvent. How did Ek build a relationship with a music industry wary of piracy? He found shortcuts to trust. And not just with the music industry, but users to. With cameo appearances from Gustav Söderström (Spotify's Chief Research & Development Officer) and Miles Daisher (Red Bull Air Force).

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