In this talk, Karen explores the concept of "street cred." She presents five strategies that companies use to build their credibility with customers, and then discusses how to apply these same strategies to building a personal brand. You may need street cred to convince an employer that you can do a job you've never done before. You may need it to show you're still relevant after a gap in your experience. Or, that you'll bring a certain discipline or rigor to the job, even though you didn't attend that four-year engineering program or have the MBA they might be looking for. Simply put, street cred can help convince an employer, partner, or customer to take a risk on you.