Trust is built on nailing the basics, looking beyond profit

Trust in business has stabilized worldwide, an Edelman study shows, but the events of last year "reinforce the notion that companies that don't get the basics right have no chance of earning public trust," writes Aron Cramer, who cites the experiences of Toyota and BP. Cramer also notes the importance of working for the greater good in building trust. "At the end of the day, businesses that deliver something that goes beyond profit are most likely to earn the trust they are seeking." The Huffington Post (1/28)

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