Apologies if you believed trust was all about niceties, fluff, and comfort. It's not. Brace yourself for a slightly polarising perspective, as we dive into the brutal nature of trust and the opportunities it presents as a powerful source of competitive advantage.
Picture a small tribe in the Stone Age facing an attack from another tribe or a formidable predator like a sabre-tooth tiger. You're preparing for the imminent threat with your group, and the leader must distribute weapons and defences. However, not all resources are equal, and there's not enough to go around. Logically, the leader entrusts the best weapons to the most trusted fighter. So far, so good, but it underscores the brutality of choice—the most trusted gets the best resources.
In the business realm, this translates to the difference between securing the entire market share or settling for a fraction. For example, in the mobile phone contract market, there's no reward for being the second most trusted. For charities, the most trusted receives the lion's share of donations and might be the sole beneficiary of a Gift in Will. In professional services, like law firms, clients often maintain a panel of providers, leading to a brutal competition for engagements.
When contemplating trust, consider it a ruthless advantage for securing the best resources. But that's only the beginning; it's too blunt. It focuses solely on functional competence—an area where many of our clients find themselves stuck. Indeed, most of our clients are highly trusted anyway. Assuming you and your competitor are equally skilled warriors, other trust dimensions come into play, introducing the concept of TrustLogic®.
Imagine you're over 28 (given the average life expectancy was 33), and your competitor is 15. Your leader will likely trust the younger one more for Development Trust (trust in successful future development) and Benefit Trust (e.g., contributing to raising more Stone Age babies). Despite being equally skilled warriors, you might be left bleeding in the dust.
Now, suppose you and your competitor are the same age and equally trusted for competence, benefit, and development. Who gets the best spear, club, or shield? Enter the realm of trust desires. While other Trust Triggers® are functional and generic, now consider this: if your leader loves rabbit stew and you excel at hunting and cooking rabbits, you've gained a trust edge. Fulfilling these additional trust desires makes all the difference, whether it's telling better jokes by the fire at night or being an expert nit-picker.
Building the most trust is a decisive competitive advantage, extending beyond safety and comfort to encompass all the layers and reasons we are trusted for. When compared with your competitors, pay attention to the hygiene Trust Triggers® and meet additional trust desires.
Discover more about TrustLogic® at www.trustlogic.info to grasp the depth of what we mean.
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