## Highlights Tobi Lütke (the founder of Shopify) has this fantastic metaphor of a **Trust Battery** . ([View Highlight](https://read.readwise.io/read/01heh043x1b67rn65dq98p5gra)) every individual in your audience has an internal "trust battery" that either fills or depletes based on their interactions with you. ([View Highlight](https://read.readwise.io/read/01heh04g9jt60rxhxp02m3h3me)) The more someone's trust battery is charged, the more likely they will act quickly without much need of convincing. This is why some people will buy from you _just because they know and trust you_ . ([View Highlight](https://read.readwise.io/read/01heh04vkvbjg41xj6thw0s1xk)) I believe the best time to go "all in" is when you've created a full Audience Trust Battery. ([View Highlight](https://read.readwise.io/read/01heh07gp0nvrkkat0248y52qz)) So I encourage people to stick with their jobs as long as they can stand it. A job provides a steady income (which relieves financial pressure). ([View Highlight](https://read.readwise.io/read/01heh083p49dg0emxkrfh8sa8t))