CHAPTER 8•BUILDING USEFUL NETWORKS 181
in the future. Friendships facilitate the creation and exchange of social
capital that can be used again and again as favors are exchanged and a
sense of indebtedness is established.
Reputation and Trust
Your reputation comprises the world’s view of your business activities,
your record of achievements, and your personal conduct over time.
Your reputation is really the estimation that other people make of you
and your potential, based on what they know of you from the past.
Trust embodies their beliefs about your integrity and also represents
the leap of faith that your past behavior is an accurate indicator of your
future. Both reputation and trust are important components of social
capital that are developed within ...