Book Review: Trust

I heard Dr. Cloud speak on the topic of trust during last August’s Global Leadership Summit. Based on the presentation, I ordered the book; glad I did!

An opening quote: “While trust often begins with a feeling, it can’t only be based on a feeling… It has to be rooted in more solid, observable, essential qualities.” From here, he describes the five essentials of trust: understanding, motive, ability, character, and track record. Each of these has a dedicated chapter with real-life examples and stories.

From a business perspective, in the ‘Understanding’ chapter, he points out that great businesses are built on deep and empathic relationships with their customers. They understand their customers. Customers feel like you know exactly what their life is like and what they need, solidifying trust.

When someone says ‘just trust me’ I am on high alert! ’Our greatest need, from the womb to the tomb, is to be known and understood.’ Meeting that need safely and deeply is what this book is all about. Many business and personal applications. Definitely Recommended! -CMW