Trust is not a 'soft' basis for business

In these uncertain times no word is used more often than 'trust'. This creates some beautiful discussions but all the more misunderstandings.

Trust and its derivatives in business are frequently seen as 'soft' and impossible to explain in concrete terms. The outcome is that organizations find it is easier to talk about financial results, good or bad percentages and other information in figures than to talk about the most important subject in the relationship between people and organizations and that is trust.

Trust is not a 'soft' basis for business