Turn on your TV or open a newspaper and you are bombarded by messages. Every one fighting for your attention and hard earned money. There used to be something called journalistic ethic, papers of records or a trusted face on the nightly news. But with the advent of advertorials and the repeal of the Smith Mundt act, in the USA, it’s becoming harder to sift the seeds from the chaff. There are enough examples of political corruption and dubious laws that work in favor of large corporations rather than the public at large that most people don’t trust their politicians anymore. Even doctors and health care in general have eroded the trust of the public; we are told to get flu shots only to end up with the flu and be told that the shot is ineffective this year but that we can fight the flu by buying so extra medicine, really?
In the mean time geopolitical games are being acted out and we are fed false or incomplete information about what is really happening. Take the example of Ukraine: we are led to believe that evil Russia is trying to destabilize it; when in essence it is the western expansion of NATO that has destabilized the region. And now with the appointments of “instantly naturalized foreigner” as finance minister in the new Ukrainian government, it has become quite clear the west is behind the movement. Oh yes, there was also that infamous phone call conversation from the US state departments own Victoria Nuland where is clearly states her views on the EU and who is behind the whole Maidan revolution. Who can you trust nowadays?

This is why I believe that trust, in your person, in your product, in what you or your company says has the potential of becoming the true currency of the 21st century.