What does trust mean?

Trust is an intangible asset that is often overlooked until it’s too late.

— Larry Ponemon, Chairman and Founder of Ponemon Institute

By now you’ve probably heard that people don’t trust corporate blogs. This shouldn’t be a surprise, since people don’t trust companies very much either. I’m sure there’s at least one company you don’t trust. I don’t trust Comcast. (Sorry, Frank. Nothing personal.)

But what does it mean to trust a company? Trust them to do what?

• Deliver appropriate value for the money?
• Live up to their brand promise? (What promise is that?)
• Refrain from shameless acts of flackery?
• Not lie, cheat or steal?
• Never poison or otherwise endanger me.

Whatever trust in a company means, it probably boils down to one basic idea. Doing the right thing.