Trust does not emerge simply because a seller makes a rational case why the customer should buy a product or service, or because an executive promises change. Trust is not a checklist. Fulfilling all your responsibilities does not create trust. Trust is a feeling, not a rational experience. We trust some people and companies even when things go wrong, and we don’t trust others even though everything might have gone exactly as it should have.  A completed checklist does not guarantee trust. Trust begins to emerge when we have a sense that another person or organization is driven by things or other than their own self-gain.

With trust comes a sense of value real-value, not just value equated with money. Value, by definition, is the transference of trust. You can’t convince someone you have value, just as you can’t convince someone to trust you. You have to earn trust by communicating and demonstrating that you share the same values and beliefs consistently. It’s not something you can go down the shop and buy! you have to walk the talk you have to be it not do it.

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