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Yet it can be shattered in an instant, with a devastating impact on a company's market cap and reputation. How to build and sustain trust requires fresh insight into why customers, employees, community members, and investors decide whether an organization can be trusted.\u003cbr\u003e \u003cbr\u003e \u003cbr\u003e \u003cbr\u003e Based on two decades of research and illustrated through vivid storytelling, Sandra J. Sucher and Shalene Gupta examine the economic impact of trust and the science behind it, and conclusively prove that trust is built from the inside out. Trust emerges from a company being the \"real deal\": creating products and services that work, having good intentions, treating people fairly, and taking responsibility for all the impacts an organization creates, whether intended or not\u003ca\u003e\u003cb\u003e.\u003c\/b\u003e\u003c\/a\u003e\u003cbr\u003e \u003cbr\u003e \u003cbr\u003e \u003cbr\u003e When trust is in the room, great things can happen. Sucher and Gupta's innovative foundation for executing the elements of trust--competence, motives, means, impact--explains how trust can be woven into the day-to-day and the long term. 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