Let's face it: these days, it's not enough to say how good you are at something.
Anyone can make a bold claim on why they're the best.
Increasingly, you, me and they have to prove it.
Trust - or the lack thereof - is a global issue of concern.
Screaming headlines from newspapers in developed nations pontificating about corrupt third world dictatorships (and why aid should be cut) ring hollow in the face of the scandals that have rocked the majority of industrialized economies.
Trust (see the video below), is not a problem that only affects somewhere far, far, away.
It doesn't matter how massive your advertising budget is, how glossy your corporate social responsibility brochure is, how slick your presentation on ethics, values and ethos or how substantial the amount of money you publicly donate to a worthwhile cause, you have to be prepared for a deeper level of scrutiny...
There's always someone, somewhere - be it a competitor, client, colleague or commentator ready and eager to challenge a mission statement, press release or public comment - all-too-often in the full glare of the social media spotlight.
Building trust isn't always easy, but it's a straightforward process, as illustrated below.
Thoughts on customer service, communication and, of course, reputation management.