Search for “Trust” on Google, and you will get 1.4 billion references. Search for it in your thesaurus, and you’ll get synonyms such as Confidence, Assurance, Credence, Truth, Reliance on integrity, and many more.

I would like to suggest another definition: Trust is the currency of transactions. Or said another way, at every touchpoint — for every transaction and for every interaction — trust either increases or decreases.

Consider these scenarios:

Scenario one: Someone you barely know asks you for a favor. When this happens, your mental calculus is quick: Must I do it because it’s my job? Why are they asking? How long will it take? Do I owe them a favor? Do I want them to owe me a favor later?

Scenario two: Your best friend or closest colleague asks you for a favor. 99% of the time, if you can do it, you will do it with no questions asked, and no mental calculus. And you won’t add the favor to your invisible ledger, to be accounted for in the future. The stronger the relationship, the more you are willing to do.

So how does one move from one scenario to the other? Here’s the skinny:

At every interaction, trust can be increased… and the relationship with it. More “transactions”, and more “transactions” with a great experience, means increased trust and less calculus.

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