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Trust: the new ROI
‘Consumer confidence’ takes on a whole new meaning as our trust is tested on many fronts.
By Steve ChurmPublished: March 01, 2010
Steve Churm“Trust me.” How often do you hear that phrase? It is the ultimate conversation closer. We use it when we really need someone to give us permission to move forward on a project or idea, or agree with our position, even if there are doubts about our logic or motives. We use it because the word “trust” has currency. It has depth and emotional underpinnings that lift it to another level of importance.
Trust is one of those litmus tests in any relationship, whether personal or business. That’s why when our trust is violated, we feel hurt, then angry. We become cynical, jaded and end up bitter. Abuse someone’s trust, and watch how fast he or she turns the lights out on a relationship. Just ask Toyota. The automaker’s sales have gone from No. 1 in the world to Nowheresville in a matter of weeks. We trusted Toyota, but apparently the automaker didn’t trust us enough to put our safety ahead of their corporate image. More time was spent spinning the situation than fixing it.
And while everyone is pointing to Toyota as today’s poster child for bad corporate behavior, the company isn’t alone. Look around you. Trust is evaporating at an alarming rate. It’s the most telling casualty of this deep, dark recession. You can almost hear it crashing and burning in the movie “Up In The Air” as a smooth, dispassionate George Clooney fires scores of employees who look at the hired hatchet man and repeatedly ask, “Why?” and “How can you?” It was easy, because Clooney didn’t have a relationship with any of the people he was dismissing at companies from Florida to Wichita to Detroit.
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Steve Churm Trust is one of those litmus tests in any relationship, whether personal or business. That’s why when our trust is violated, we feel hurt, then angry. We become cynical, jaded and end up bitter. Abuse someone’s trust, and watch how fast he or she turns the lights out on a relationship. Just ask Toyota. The automaker’s sales have gone from No. 1 in the world to Nowheresville in a matter of weeks. We trusted Toyota, but apparently the automaker didn’t trust us enough to put our safety ahead of their corporate image. More time was spent spinning the situation than fixing it. And while everyone is pointing to Toyota as today’s poster child for bad corporate behavior, the company isn’t alone. Look around you. Trust is evaporating at an alarming rate. It’s the most telling casualty of this deep, dark recession. You can almost hear it crashing and burning in the movie “Up In The Air” as a smooth, dispassionate George Clooney fires scores of employees who look at the hired hatchet man and repeatedly ask, “Why?” and “How can you?” It was easy, because Clooney didn’t have a relationship with any of the people he was dismissing at companies from Florida to Wichita to Detroit. NEXT PAGE >>> |
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