Building Trust Within A Startup, Interview With Connie Ruiz, CEO, Personal20

Connie Ruiz discusses why it’s important to build trust in an organization and how to do it with effective tools.



  1. Trust needs to be part of your startup’s foundation from early on
  2. Teams need to have enough trust to give honest feedback to each other.
  3. Equip your staff with the right tools (e.g. DiSC profiling and FISH philosophy)
  4. It takes the courage of the leader to have good and bad conversations.
  5. Book: The Five Dysfunctions of a Team: A Leadership Fable 1st Edition by by Patrick Lencioni 


  • 01:24 – Overview of Personal 20
  • 04:06 – What does trust mean in a company? Mutual respect, open to feedback.
  • 04:50 – Using DiSC profiling and FISH philosophy to build trust and synergy in the organization.
  • 08:24 – Team building activities using DiSC and FISH.
  • 10:00 – Using meetings to discuss pet peeves.
  • 11:33 – What got Connie thinking about trust so much. Have enough trust to give open feedback in a team.
  • 13:45 – Applying FISH philosophy with customers.
  • 17:20 – Takeaways (see above).