I have heard it said that trust is like an elevator cable, in that only its absence should be remarkable. If I imagine the epitome of trust a brain surgeon comes to mind. What would it take to trust this professional? Competence? Yes, most certainly and a reputation for having a 100% success rate. Commitment? Yes, absolutely – commitment to excellence and integrity to match. The trust that is required here is not in equal proportions but rather 100% of each.

In a business-to-business context, trust is something that is built in time. It is firstly earned, then maintained and preserved, at least. Then it has to be grown. Earning trust implies moving from a position of reputational trust in which a client does not have faith in your ability to deliver but relies on your proven track record and perhaps your promises. Trust then moves to a position where…

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