06/02/2026
I think trust is one of the most misunderstood things in business. Most people assume trust is built in big moments, but trust is actually built in the small moments.
Returning the phone call.
Following through on what you said you would do.
Telling someone the truth when it would be easier to tell them what they want to hear.
Being available when it matters and honest when you don’t have all the answers.
Trust is earned one conversation, one kept promise, or one difficult discussion at a time.
Money is personal because life is personal. When people allow you into conversations about their families, businesses, dreams, fears, and futures, that trust should never be taken lightly and we definitely do not. We feel the great responsibility that it is in our very core.
How do you think trust is built?