Based on my experience working with teams during the past ten years or so, I've come to one inescapable conclusion: no quality or characteristic is more important than trust. In fact, my work with teams revolves around trust more than any other topic, and that's why this is the longest, most important section in this book.
No quality or characteristic is more important than trust.
Unfortunately, there is probably no quality or characteristic that is as rare as trust, either. But I suppose that's good news for your team, because if you can be the first on your block to build trust, the possibility of achieving a real competitive advantage is great.
So why is trust so rare? Two reasons. First, ...