12 Trust-Destroyers, and How to Avoid Them

12 Trust-Destroyers, and How to Avoid Them

May 28, 2021 0 By Tom Cleverley

Trust is perhaps the rarest, and almost certainly the most precious, of all currencies. It takes years to establish, yet it can be destroyed in mere minutes. Today, I’m finding it more and more difficult to willingly place my trust in others. I doubt I’m the only one.

How do you become a trustworthy person? In part, by avoiding the following 12 trust-destroyers.


Years ago, I had the opportunity to interview marketing genius Seth Godin for an article. When he took a quick glance at my company’s website, he was kind enough to tell me pointblank, “Steve, you’re overselling. You don’t need to make such extreme claims. It doesn’t establish trust.”

That was difficult to stomach at the time, but he was absolutely right. After my business partner and I repositioned our value proposition, our company took off.

The old “bait and switch” 

Expecting one thing and receiving another is a surefire way of extinguishing trust. When you are given the opportunity to educate others, don’t hold back. A decade ago, I was approached by publisher McGraw-Hill to write a book. This was a completely new endeavor for me, so I sought out the advice of my good friend Tim Ferriss, author of The 4-Hour Work Week. He told me, “Steve, whatever you do, make sure you write it like it’s your last book. Don’t cheat your audience.”