How to Win the Trust of the Record Industry

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Spotify founder Daniel Tol: Record companies were being assailed from all sides by services like Kazah, BitTorrent, and Pirate Bay. He says Spotify had a lot of convincing to do that he wasn't trying to kill the music business. Tol: I'll guarantee you one year's worth of revenue in my own home country if we enable this business model. This is exactly the kind of shortcut that wins trust.

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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