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Why Trust Matters
By Laurel DelaneyWith the current market condition of tight credit, the escalatingcost of doing business and the ubiquitous Internet, globalcompetition is hot and crowded. And one of the issues thatkeeps surfacing? Trust. That’s what this entry is all about: Whytrust matters and how to get, keep and maintain it. It’s the onething we need and want, yet it’s so hard to get and keep.But why?Case in point. While running a global small business, I meet a lotof people via email, on Facebook, Twitter, Linked In, through ourblog and at conferences, and I think I can trust them. (Why not?There’s no reason not to until proven otherwise.) But in mostcases, I probably should not because I have no history withthem.With the Internet, anyone can claim to be an expert in anythingat any time. Competitors are everywhere on the planet, but can
 
they be trusted? How do you distinguish yourself from them?How do you prove to the world that you are the real deal and canbe trusted?To me, a trustworthy person is someone who is totally authentic,transparent in their dealings, has a strong sense of who they are(a noticeable sense of purpose), takes responsibility on things(no excuses, just results), and always does what they say theyare going to do. Is that what you look for, too?Since this notion is so prevalent globally, I declare the next newtrend or deliverable in 2009 will be trust. But I can’t take totalcredit for it (because I prefer to maintain my reputation as beingtrustworthy). I had the help of the 2009 Edelman TrustBarometer (http://www.edelman.com/trust/2009/). The reporthighlights why trust is down. Government bailouts, the nearimplosion of the American auto industry and PSGW (PonziSchemes Gone Wild) are some contributing factors.So I decided to check in with six of my trusted colleagues to gettheir thoughts on why trust matters and how they build it. Here’swhat they said:
1. Marilynn T. Mobley,
Senior Vice President, StrategicCounsel, Edelman (www.edelman.com); author of Baby Boomerblog (www.babyboomerinsights.typepad.com/); United States
Trust must be earned every day and yet it can be destroyed in asingle day.
~ Marilynn MobleyTrust is one of the most important factors in determining aperson or company's reputation. When people believe you willalways do the right thing, that you're transparent andforthcoming, they want to do business with you. The companiesthat are most trusted are those that truly engage with theircustomers. They listen to them, act on suggestions, look foropportunities to support causes that matter to them, and focuson continual improvement. Trustworthiness can't be faked. Itisn't something you do — it's what you are. Trust must be earnedevery day and yet it can be destroyed in a single day.
 
2. Dara K. Griffith,
CPA, CMA, CFM, Director, EntrepreneurialServices Group; Co-Director of Women’s Leadership for the GreatLakes Economic Unit of RSM McGladrey, Inc. (www.rsmi.com);United States
Having the courage to say “I don’t know” can sometimes createtrust more effectively than having the instantaneous answer.
 
~Dara GriffithIt is important to be technically competent in order to createprofessional respect in my line of work. But to create trust witha client, it is even more imperative not to feign expertise. Myclients trust the accounting advice that I give them because theyknow that if I do not personally have the answer, I will find theexpert in our firm who does.Attempting to talk around an issue or give less than accurateinformation will quickly diminish any trust that you have built. Ilearned this valuable lesson several years ago after a jobinterview. I was told that my sincere answer of, "I don't knowwhat that is, but I do know where to research it," was refreshing.It was the final factor in their decision to give me the offer.Having the courage to say “I don’t know” can sometimes createtrust more effectively than having the instantaneous answer. 
3. Paul A. Dillon
,CMC, President/Owner, Dillon ConsultingServices LLC (www.dillonconsult.com); United States
Trust is not a one-night stand.
~ Paul DillonIn my more than thirty-five years in business, government, themilitary, academia, and the non-profit sector, here is howI've earned the trust of companies, colleagues, and clients: Do what you say you're going to do. Nothing builds confidence inyour trustworthiness more consistently and unfailingly than doingwhat you've said you're going to do. And, conversely, nothingdestroys people's perceptions of how trustworthy you are thanfailing to live up to your commitments.
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