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The Most Important Business Strategy: Create Trust

Shep Hyken Interviews David Horsager, Author of The Trust Edge

Do your customers trust you?

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Top Takeaways:

  • Trust is a confident belief in a product or an organization. When there is confident belief, everything changes. When trust goes up, creativity and loyalty do as well. Cost and suspicion go down.
  • When employees get treated properly, it trickles down and the customers feel that.
  • 8 pillars that hold up the trust edge: Without just one, you could lose trust. All 8 are necessary to gain trust.
    1. Consistency – If you do something consistently, customers will come to expect you to do that, whether it be good or bad.
    2. Clarity – People trust the clear, and mistrust the ambiguous.
    3. Compassion – If customers believe they are cared about, they will trust you.
    4. Character – Do what is right, not what is easy.
    5. Competency – Stay fresh and relevant, and capable of being trusted.
    6. Commitment – Companies that are trusted most are ones that stick with it.
    7. Connection – How we connect and collaborate is vital.
    8. Contribution – Trust comes to those who get results, those who perform.


David Horsager, MA, CSP, CPAE, is the CEO of Trust Edge Leadership Institute, national bestselling author of The Trust Edge, inventor of the Enterprise Trust Index, and director of one of the nation’s foremost trust studies: The Trust Outlook.

Shep Hyken is a customer service and experience expert, “New York Times” best-selling author, award-winning keynote speaker, and your host of Amazing Business Radio.

“A lack of trust is the biggest expense for organizations and individuals.” – David Horsager


This episode of Amazing Business Radio with Shep Hyken answers the following questions … and more:

  1. How can I build more trust with my customers?
  2. How can I build more trust with my employees?
  3. How can I show my employees that I appreciate them?
  4. How can I rebuild trust with my customers?
  5. What is essential for creating better experiences?

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