Sam Lessin, a partner at Slow Ventures and a former VP of Product at Facebook, is teaching etiquette to Silicon Valley founders. His focus is on how proper etiquette has become essential in 2026, as technology plays a more significant role in society and trust among individuals grows increasingly elusive. Lessin’s courses and book aim to help founders manage their presence in professional settings, emphasizing the importance of showing up with a calm demeanor to foster trust. The article outlines Lessin's framework for navigating social interactions effectively. He provides practical advice on introductions, small talk, meetings, and dining etiquette, making it easier for founders to connect with others. He also shares techniques for remembering names and dealing with uncomfortable social moments. More than 30 specific etiquette tips are included, enhancing the reader's ability to engage in various scenarios confidently. Lessin's insights reflect a growing recognition of the role that personal interactions play in the tech industry. In an environment where building relationships can directly impact business success, his approach addresses a gap in many founders' skill sets. The emphasis on etiquette could reshape how future leaders in tech manage their professional relationships.