Some people think trust is gained through integrity only. Not so, says Steven M.R. Covey in The Speed of Trust. Trust is equal parts character and competence.

Here’s how character and competence are directly related to Responsible Marketing:

trust = character + competency

It takes more than just doing marketing right. For long-term success, you really have to do the right thing, too. You can do the right thing, but if you execute your marketing poorly, it won’t matter.

But if you can execute your marketing well and communicate character, you really have something.

What are you doing to build trust with your customers and prospects?

Comment below to share.