Think about the brands that you admire. When it comes down to it, one of the key reasons we admire certain brands is because we trust them. For organizations, it’s much the same. Every interaction with an employee or customer is like entering into an unwritten contract based on trust.

Jessica Rousset, COO of CURE Pharmaceutical, takes this one step further. She believes that trust is essentially the culture of an organization. When you project your culture (or brand), you’re suggesting what can be expected from you. You’ll only have credibility if what you’re saying or doing can be trusted.

There’s a lot more to this construct, and I dig into it with Jessica in the latest episode of People at Work. In this complicated world of fake news and distrust, it’s refreshing to hear from someone who’s putting trust back as the cornerstone of business.