On a recent episode of The Big Idea from Yahoo Finance, I sat down with Michael Muller, the award-winning Hollywood and environmental photographer behind some of the most recognizable celebrity portraits and Marvel movie campaigns. His work has also taken him into refugee camps and shark-filled oceans, giving him a rare perspective on what it takes to connect with people in every situation. I first met my lifelong friend on Mt. Kilimanjaro, and he later joined me to document refugee stories for the United Nations Foundation.
Our conversation on The Big Idea centered on one question every entrepreneur faces: How do you build client trust? According to PwC’s Trust in US Business Survey, 90% of business executives think customers highly trust their companies while only 30% of consumers actually do.
The foundation of trust
Muller explained that trust often begins before the first project even starts. “I am a vault,” he explained. “I have to earn someone’s trust in 30 seconds or they’re not going to give me the photo I want to get.”
For entrepreneurs, those early moments with a client can determine whether it becomes a one-off engagement or develops into something long term. Muller is not intimidated by celebrities and says he treats everyone equally regardless of their job. Building trust, he added, means showing respect, making eye contact, and avoiding starting off with excuses about your business.
Avoiding missteps
Over the years, Muller has had opportunities to sell photos or salacious stories to make a quick buck, but that isn’t his style. Trust can take years to build and seconds to lose. Muller said the fastest way to lose trust is to lie. “I hate liars and I hate lying,” he said. If you make a mistake, then fess up and move forward with honesty.
Muller warned against making assumptions and reminded entrepreneurs that communication is key. He also emphasized the importance of respect.
Taking care of yourself
You can’t build strong relationships if you don’t have a healthy one with yourself. Muller has a holistic approach to avoid burnout. His self-care toolkit includes ice baths, sauna sessions, meditation, breathwork, and gratitude. He avoids gossip and encourages listening more than talking.
Whether you are running a small service business or managing global clients, the fundamentals of trust remain the same: deliver promises, communicate clearly, and show respect for the client’s perspective. Muller’s career proves that when trust is at the center, relationships can grow into something far bigger than a single project, as evidenced by our friendship that has lasted more than 15 years.
Elizabeth Gore
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