and Zappos trusts women not to abuse this privilege by returningshoes they have used.People who don’t trust others have often had bad experiencesthat cause them to embrace a distrusting, kill-or-be-killed philoso-phy. However, if you want people to trust you, you have to trustthem.Consider what you have to look forward to: When people trusteach other, they stop playing games, they look beyond temporaryproblems, and they expose themselves with less hesitation. Goodenchanters are likable, but great enchanters are likable
trust-worthy.Get this right:
e ﬁrst step is to trust others—as Zappos trustedits customers not to abuse the ability to return shoes with free ship-ping.
e rest of this chapter explains how to increase your owntrustworthiness and hence your ability to enchant.
Be a Mensch
We should give as we would receive, cheerfully, quickly, andwithout hesitation; for there is no grace in a bene
t thatsticks to the
is a German word for “human being,” but its Yiddish conno-tation far exceeds this deﬁnition. If you are a mensch, you are hon-est, fair, kind, and transparent, no matter whom you’re dealing withand who will ever know what you did. My buddy Bruna Martinuzzi,author of
e Leader as a Mensch: Become the Kind of Person OthersWant to Follow,
compiled a list of ten ways to achieve menschdom.*Here is my paraphrase of her insights:
* Bruna Martinuzzi, “How to Be a Mensch in Business,” Open Forum (blog), April03, 2009, www.openforum.com/idea-hub/topics/the-world/article/how-to-be-a-mensch-in-business-guy-kawasaki.