Principle 8. Trust

Near the end of Indiana Jones and the Last Crusade, Indy is faced with an impossible task: Walk on air over a seemingly endless chasm, or plunge to his demise. He takes a tentative step and, to his surprise, no plunging. No demising.

He makes a leap of faith and he doesn’t fall.

The principle of trust works closely with the principle of belief. Belief is faith that something will work, trust is faith in you. If you have ever tried to buy something you believed would be excellent, and had to deal with the hassle of buying it despite your doubt about the motives and the competence of the salesperson, you know the difference.

When someone chooses to work with you, they’ll need to satisfy the following four areas:

• Competence: Do you know what you’re talking about and can you actually help? They’re looking to trust that you and your offerings are capable and credible.