According to Robert Edelman, www.edelmantrustbarometer.com, the old, ineffective trust fortress focused solely on profit by a framework of control information, protect the brand and stand alone as a great corporation. This top-down approach doesn’t work any more. In the new trust architecture, the trust triangle has at the base what we do (profit with purpose) and shared values. This is now buttressed by transparency (how we do what we do) and engagement – the where, i.e. who communicates for the corporation. It must be both vertical AND peer to peer interactions).
I am a BIG fan of Robert Edelman’s because he has managed to quantify a very difficult phenomenon to quantify. Trust lives in the “in between,” it isn’t my job nor is it your job to foster trust, trust is in the realm of the relationship and we are both accountable for it. I liken trust to marriage — I have a friend who jokes, “marriage is an institution, and I’m not ready for an institution yet.” Marriage is an AGREEMENT between to people that implies a lot of behaviors must align for the marriage to withhold the test of time.
Similarly, trust is created and destroyed by the actions and words that occur over time between people. By the aggregate of those actions and those words, trust is either buttressed like a fortress or torn down.
Edelman’s message here is that today’s trust buttressing involves more than it used to for corporations, and the U.S. as an aggregate corporate community has been slipping, other countries have been gaining ground.
There is much that could be inferred by this slippage of trust. Suffice it to say, as Robert Porter Lynch says, trust is the bedrock of democracy and we are hanging by a thin thread. We just don’t know when or how our Tsunami might happen, and we are precipitously close to that event, or those events.
I recently had a fast-paced hour-long conversation with 



