Chapter 3
How to AchieveTrustworthiness
Every sale has
ve basic obstacles: no need, no money,no hurry, no desire, no trust.
—Zig Ziglar
L
ikability is half the battle of the enchanting new you.
e otherhalf is achieving trustworthiness, because people can likesomeone but not trust him enough for enchantment to occur.
is chapter explains how you can deserve and gain the genuinetrust of others.
Trust Others
If Tony Hsieh, the CEO of Zappos and author of 
Delivering Happiness: A Path to Passion, Profits, and Purpose,
had told me that he was start-ing a business that depended on women buying shoes without tryingthem on, I would have told him he was nuts. I mean, there was no waymy wife would buy shoes this way. I was wrong, and there’s a con-stant flow of Zappos boxes into our house as well as the houses of thousands of other women (and men).Zappos is built on trust—two-way trust, actually. Women trustZappos’s money-back guarantee with free shipping in both directions,
 
28
Enchantment
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
and 
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
ngers. 
—Seneca
 Mensch
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.
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