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