Sermon Illustrations
Business Leader Identifies the Importance of Trust
In his book The Trust Edge, business consultant David Horsager contends, "Trust, not money, is the currency of business and life." He points to a 2009 research study called the "Edelman Trust Barometer." The study, based on interviews with over 4,000 people in twenty countries, highlighted the importance of a company's ability to build trust.
For instance, when people trust a company:
- 91 percent chose to buy from them
- 76 percent recommended them to a friend
- 55 percent will pay a premium to do business with them
- 42 percent share positive experiences online
- 26 percent bought shares
In contrast, the study also found that when people distrust a company:
- 77 percent refuse to buy from them
- 72 percent criticized them to a friend or colleague
- 34 percent shared their negative experiences online
- 17 percent sold shares