Trust is one of those words we throw around all the time. We say we trust people, brands, companies, or even ideas, but what does that actually mean? More importantly, how does trust work?
In The Trust Premium, I first explore why trust is so important—how it reduces fear, mitigates risk, and ultimately influences decisions. But now, we shift to a deeper question: What is trust, really? The answer is not as simple as you might think.
Defining Trust
Before we can understand how trust behaves, we need a solid definition. Here’s how I define trust:
Trust is your willingness to accept the possibility of negative consequences from giving control over something you have to another person, expecting them to minimize that possibility.
Let’s break that down:
Trust is voluntary. You choose whether or not to trust someone.
Trust exists because there’s a risk. If there were no potential negative consequences, you wouldn’t need trust in the first place.
Trust involves giving up control. When you trust someone, you’re putting something of value—your money, time, or even safety—into their hands.
Trust includes an expectation. You believe the other person will act in a way that minimizes the risk.
In a business context, this means customers trust you with their money, expecting you to deliver the value you promise. But trust isn’t as simple as a “yes” or “no” decision. It’s dynamic, complex, and follows predictable patterns—what I call The Eight Laws of Trust.
The 8 Laws of Trust
Trust doesn’t work the way most people assume. It’s not static, universal, or automatic. Instead, it behaves in very specific ways that impact every customer interaction. Here’s how:
1. Trust is Continuous
Trust isn’t an on-off switch. It exists on a spectrum. A customer may trust you enough to buy a $20 product but not enough to invest $10,000 with you. The more trust they have, the higher their willingness to pay (Trust Premium). If they trust you less than a competitor, they’ll either choose them or demand a discount (NoTrust Discount).
2. Trust is Contextual
Trust depends on the situation. You don’t need the same level of trust in a house painter as you do in a surgeon. Similarly, customers assess trust differently depending on what’s at stake—whether they’re buying a cup of coffee or hiring a financial advisor.
3. Trust is Personal
What builds trust for one person might break it for another. Some customers trust based on logic and data; others rely on emotions and gut feelings. One person might value transparency, while another prefers authority and confidence. There’s no universal checklist for building trust—it depends on the individual.
4. Trust is Asymmetrical
Just because you trust someone doesn’t mean they trust you back. In business, you may trust your customers to pay on time, but that doesn’t mean they trust you to deliver quality service. Trust flows in both directions, but not always equally.
5. Trust is Transferrable
Trust can be borrowed. Customers don’t always trust you directly, but they might trust someone who vouches for you. That’s why reviews, recommendations, and referrals are so powerful. People trust Uber drivers not because they know them personally, but because they trust Uber’s system of vetting and accountability.
6. Trust is Reciprocal
If you trust people and show it, they tend to behave more trustworthily. If you treat someone with suspicion, they might act defensive or deceptive. This is less relevant in customer-provider relationships but is critical in leadership, teamwork, and partnerships.
7. Trust is Dynamic
Trust is constantly changing. It can be built over time, but it can also be lost in an instant. Every interaction with a customer either strengthens or weakens their trust in you. And if you don’t maintain trust, it naturally erodes—because people wonder if you’ve changed, lost focus, or stopped caring.
8. Trust is Two-Sided
Trust isn’t just about your trustworthiness—it also depends on the customer’s willingness to trust. Some customers are naturally skeptical because of past bad experiences, cultural influences, or personal tendencies. Even if you’re highly trustworthy, they may still hesitate to trust you.
Why This Matters
Understanding these eight laws is critical because trust isn’t just a “nice-to-have”—it’s what makes customers choose you. It reduces their perceived risk, increases their willingness to pay, and builds long-term loyalty. If you know how trust behaves, you can actively build and maintain it, rather than leaving it to chance.
In the next chapter, we’ll explore what specifically makes a customer trust you. But for now, I hope this gives you a new perspective on trust—not as a vague concept, but as a real, measurable force that drives decisions.
May trust be with you.
Want to hear the whole story? https://podcasts.apple.com/us/podcast/s16e9-the-8-laws-of-trust-what-is-trust-and-how/id1569249060?i=1000697628718
Dr. Yoram Solomon is an expert in trust, employee engagement, teamwork, organizational culture, and leadership. He is the author of The Trust Premium, The Book of Trust, host of The Trust Show podcast, a three-time TEDx speaker, and facilitator of the Trust Habits workshop and masterclass.
The Book of Trust®, The Innovation Culture Institute®, and Trust Habits® are registered trademarks of Yoram Solomon. Trust Premium™, the Relative Trust Inventory™, and The Trust Show™ are trademarks of Yoram Solomon.
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