I want to share an article with you that I think has a tremendous lesson for anyone in the business of building trust. The article is from a recent edition of Foreign Policy (reprinted from Joint Force Quarterly), but don't let the source put you off. Admiral Michael G. Mullen, chairman of the Joint Chiefs of Staff, writes about what it takes to establish credibility and build trust.
Admiral Mullen's perspective is different from yours and mine, but there are nuggets here that are vital no matter what your business.
Here's one paragraph that stands out for me:
"That's the essence of good communication: having the right intent up front and letting our actions speak for themselves. We shouldn't care if people don't like us; that isn't the goal. The goal is credibility. And we earn that over time."
The goal is credibility. And we earn that over time.