The Power of Trust

Shalene Gupta

Trust is the most powerful force underlying the success of every business. Yet it can be shattered in an instant with a devastating impact on a company's market cap and reputation. How to build and sustain trust requires fresh insight into why customers employees community members and investors decide whether an organization can be trusted.

Based on two decades of research and illustrated through vivid storytelling Sandra J. Sucher and Shalene Gupta examine the economic impact of trust and the science behind it and conclusively prove that trust is built from the inside out. Trust emerges from a company being the "real deal": creating products and services that work having good intentions treating people fairly and taking responsibility for all the impacts an organization creates whether intended or not.

When trust is in the room great things can happen. Sucher and Gupta's innovative foundation for executing the elements of trust-competence motives means impact-explains how trust can be woven into the day-to-day and the long term. Most importantly even when lost trust can be regained as illustrated through their accounts of companies across the globe that pull themselves out of scandal and corruption by rebuilding the vital elements of trust.

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