Today’s entrepreneurs are masters of building trust in uncertain scenarios

The major difference between trust and other tangible or intangible resources used by companies is that trust is required for any type of economic activity, whether or not a business is aware of it. Trying to achieve economic gain with¬out accounting for trust is like trying to print your own money and convincing retailers to accept it as a form of payment.

A brand is a guarantee of value, and trust is the most important ingredient to it.

Brilliance has no bargaining power without trust, but bizarrely, incompetence very much does when it is overshadowed by strong trust.

Trust works like a magnetic field – whenever it is lost, there is room for a new order to emerge.

The Trust Economy methodology demystifies trust building in the context of today’s intricately connected, digitally powered, always-on world.

The core hypothesis of this book remains that any form of new value creation is impossible in the absence of trust, and that maximising it should be the ultimate goal of all good business management.

Trust is more than a value maximisation strategy; it embodies the core spirit of entrepreneurship.