The Tribe That Discovered Trust : How trust is created lost and regained in commercial interactions

What does the word “Trust” mean?  

How does the clustering of perceptions that surround a word everyone uses differently affect what we do in our personal, commercial and entrepreneurial lives?    

Scholars and practitioners widely acknowledge trust's importance:    

• Trust makes cooperative endeavors happen  
• Trust is a key to positive interpersonal relationships  
• Trust becomes even more central and c...