We get to meet a lot of people with ideas for a new business. And budget or no budget, if we’re invited to do so we sit down with the owners and share what we know for an hour or so.

What we see time after time again is that people tend to look at the day they officially start their business as D-Day, the day the action starts. That’s when they start selling, advertising, talking to people, getting active on Facebook and Twitter, engaging their friends.

On a graph, it looks something like this:

The problem with that approach is that you’re doing too little, too late. The second you’ve got something to sell is the second you’re not unbiased anymore. And no matter how noble your objective, you now have to overcome the mistrust of the market.

So how about this approach instead:

Before you start a business, there’s a time of planning and preparation. And that’s the time to start paying into your very own trust fund. Use this time to connect with people in a way that allows them to trust you, your knowledge and your intentions. Use this time to become known as a trusted source.

Sharing your knowledge and building your trust equity well before the actual launch of your business will ensure that you have fans ready and waiting when the time comes that you do have something to sell. Fans who will take your message to market for you by sharing their experiences with other potential customers. Fans who will provide you with feedback and ideas for future products, fans who will carry you forward on the momentum of their own enthusiasm for your brand.