Leading with value will build trust.

Imagine walking into a room full of strangers at a networking event. You want to connect, make an impression, maybe even build a lasting relationship. And what is the key ingredient we need to build lasting relationships? It's trust. And, the way we build trust is by delivering value.

So, let’s talk about someone who’s mastered this concept: Gary Vaynerchuk. You might know him as the brash, no-nonsense entrepreneur who’s always got something to say about hustle and grind. But before he was the CEO of VaynerX, a business empire encompassing everything from media to hospitality, Gary was just a guy with a camera, a few bottles of wine, and a YouTube channel.

Back in 2006, Gary launched WineLibraryTV, a daily vlog where he tasted and reviewed wines. Sounds simple, right? But what made it extraordinary was the value he provided. Gary wasn't there to sell wine; he educated his audience. He made wine accessible, fun, and approachable. He led with value.

This value-driven content was the foundation of Gary’s personal brand. Over time, that brand grew, and with it, his business ventures expanded—VaynerMedia, VaynerSports, Resy, and more. Gary’s philosophy is straightforward: Whoever provides the most value wins. It’s a philosophy that has fueled his success, and it’s one that resonates deeply with my own.

Leading with value isn’t just a strategy—it’s a mindset. It’s about understanding that in both your personal life and your business, the relationships you build are what drive success. When you consistently offer value, whether through content, products, or services, you’re not just engaging with your audience—you’re building trust. And trust is fundamental to long lasting relationships.

So, think about your business. Are you leading with value? Are you consistently providing your audience with something that enhances their lives or solves their problems? If the answer is yes, you’re on the right track. If not, it might be time to rethink your approach.

Gary’s approach offers a great playbook for success. He didn’t build his empire overnight; he laid the groundwork by giving away more value than he took. Whether it was through free content, honest advice, or authentic engagement, Gary’s success is proof that leading with value works. And the best part? You can apply the same principles to your business.

Start by focusing on education over sales. Like Gary did with WineLibraryTV, put your energy into teaching and informing your audience rather than just trying to close a deal. When people feel informed and empowered, they’re more likely to trust you and come back for more. But remember that authenticity is also key—show up as yourself, be transparent, and share your journey, even the bumps along the way. People connect with real stories, not polished fa?ades.

Consistency is another vital piece of the puzzle. Value-driven content and engagement aren’t one-time efforts; they require you to keep showing up, keep offering something of worth. Over time, this consistency will help you build a loyal following. And lastly, make sure you’re listening to your audience. Providing value isn’t just about what you think is important—it’s about addressing what your audience truly needs. Listen to their pain points, understand their challenges, and tailor your content and services to meet those needs.

If there’s one takeaway I want you to remember, it’s this: The businesses that thrive are the ones that lead with value. They’re the ones that prioritize their audience, build trust, and foster relationships that stand the test of time.

Leading with value isn’t just a business strategy—it’s a way to build a community, one that will support you and your business for years to come.

How do you legendeer?

Tom