CHAPTER 2
More Than a Nice-Sounding Word: The Bottom-Line Benefits
A business that makes nothing but money is a poor kind of business.
—HENRY FORD
Many hard-nosed business folks think trust is a soft value. It’s not like a blockbuster new product, a savvy acquisition, or an ingenious cost-cutting measure. Don’t make the mistake, however, of equating soft with “unimportant” or “minor.” Trust offers organizations benefits that may take time to materialize, but when they do, they can make a huge difference in a company’s performance.
Think about my McDonald’s story and how its restaurants were spared in the aftermath of the Rodney King riots. What would have been the cost to rebuild twenty restaurants that had been burned to the ground? How much ...
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