Trust or Consequences

CHAPTER 11

Great Acts of Trust

Morals are an acquirement—like music, like a foreign language, like piety, poker, paralysis—no man is born with them.

—MARK TWAIN

Trust can be built and restored in countless ways. Although I’ve suggested certain strategies and tactics that you can use, don’t feel limited by these suggestions. In fact, creativity is often necessary to come up with effective trust solutions. The standard operating procedure that might work for five companies may not work for the sixth. Numerous factors impact a company’s approach, its past trust bank efforts (or lack thereof), the seriousness of the problems it is addressing, the specifics of a particular event or incident, and so on.

As terrific as Tylenol’s response to the tampering ...