My friend Anna has been going to the same hairdresser for ten years. She’s never trusted anyone else to cut her hair in all that time. Now though, she has no option because her stylist just had a baby, and she’s on maternity leave.

When Anna sat in the new stylist’s chair, she was so anxious her palms were sweating.

Objectively, she had no proof that her regular stylist was more skilled than the new one. But reputation is built on beliefs and opinions, not objective facts.

Trust earned over time is a powerful differentiator.

Who do you want to be most trusted by and what for?

Image by AW Creative