Who Do You Really Trust?

Trust. It’s what it all comes down to.

You intuitively know this to be true, don’t you? Trust is everything. Whenever I think about trust, I think about something that my dear friend, Jeffrey Gitomer, would often say in his public sales presentations: "All things being equal, people will do business with those that they know, like and trust. All things being unequal, people will do business with those that they know, like and trust." Trust is a topic that isn’t approached or appreciated nearly enough in the business world, especially if you consider how important it is. But, what is trust and why is it such an important component of success? Thankfully, there are people like David DeSteno to help us understand and decode it. According to his bio, DeSteno is "a professor of psychology at Northeastern University, where he directs the Social Emotions Group. At the broadest level, his work examines the mechanisms of the mind that shape vice and virtue. Studying hypocrisy and compassion, pride and punishment, cheating and trust, his work continually reveals that human moral behavior is much more variable than most would predict." With that, he recently published a new book titled, The Truth About Trust – How It Determines Success In Life, Love, Learning And More. To celebrate the launch of the book, he stopped by to present his concepts at the Googleplex. It’s a fascinating near-hour presentation that will reshape how you think about your emotions, your work and your life.

This is the truth about trust…