The Four Factors of Trust

Acknowledgments

Ashley thanks her family and friends, and especially her partner, Marijke, for her infinite patience and love. She also thanks her friend and co‐author Amelia for the “human” touch she brings to our work.

Amelia thanks her friends and family, and particularly her husband, Andrew, for his support and love. She also thanks her friend and co‐author Ashley for all that she teaches her about how to build trust.

We'd both like to thank our parents, for engendering confidence, for teaching us to value our own intellect and insights, and for encouraging us to write. And we both thank our incredible and trusted team, including the inimitable Emily Werner, without whose tireless efforts and thought partnership we would not have been able to complete this project.

We are indebted to Ambar Chowdhury and Steve Goldbach for telling us to run and “run fast” on this important topic of trust. We want to thank our friends and partners, including Christina Bieniek, Karen Bowman, Todd DeBasio, Dan Helfrich, Nishita Henry, Stacy Janiak, Suzanne Kounkel, Scott Mager, John Peto, Dounia Senawi, and Anthony Stephan. We are grateful to the Deloitte Insights and Future of Trust teams.

We want to thank our research and methodology team for helping us to design, test, and study the HX TrustID, including Mark Allen, Evie Cheung, Jeff Ganis, Brandon Keelean, Lily Kim, Casey Lafer, Shant Marootian, Deanna Mostowfi, Robert Nix, Deirdre O'Connell, Mat Scholtec, Andy Sussman, Jeffrey Tull, and ...