Episode #269: Seth Carpien, Chief Growth Officer at Tricon Infotech, and Misti Fragen, VP of Change Management and Digital Transformation at Tricon Infotech, explore why trust must come before selling in modern B2B environments. They explain how leaders who invest time in building authentic relationships create stronger opportunities for collaboration, long-term partnerships, and sustained growth across industries. Their discussion highlights how genuine engagement, community building, and human connection allow organizations to develop meaningful credibility that influences buying decisions and strengthens professional networks over time.

In this 2:33 video, Seth Carpien and Misti Fragen explain that many B2B organizations still begin growth efforts with messaging, campaigns, and pipeline targets, while overlooking the earlier foundation that drives results. Seth emphasizes that trust should be treated as a strategic advantage that determines who gets considered, heard, and invited into deeper business conversations. Misti adds that in today’s cautious market, trust must be embedded into how leaders approach growth, positioning, and long-term business development.