Welcome to the tenth episode of Inc.'s weekly Founders Project with Alexa Von Tobel podcast. This new series brings you the stories of the entrepreneurs building the future. Listen to the tales of guts, inspiration, and drive behind the people and companies at the forefront of technology. Each weekly conversation digs into each founder's professional playbook--and starts to uncover what makes them tick as people.

And for the tenth episode:

How to Build Trust with Consumers, with Eddy Lu of Goat

There's something about sneakers. It's one of those rare product categories that can get people to line up around the block. Goat has made a huge dent in the sneaker scene, building a managed marketplace that currently lists over 1 million sneakers. Eddy shares how Goat authenticates the product moving across their platform, how he thinks about online versus retail sales, and what it was like to acquire a sneaker pioneer as a new upstart.

Check out the full episode in the player below or in iTunes, and see a full list of other episodes here.