Brands talk about trust, people write books about, hourly blog posts are crafted to discuss how to build trust.

It’s very easy, just look at the parent-children relationship: You don’t build trust with your kids when you show up for the easy stuff: the summer vacation, the restaurant visit, the shopping spree.

You build trust because you showed up when it was hard. When you had to catch the 6am plane to make it to the school play, when you held her hand while she experienced her first dentist visit, when you kept the promise even though it would have been easier to just break. it.

You don’t earn trust in easy times, you earn it in tough and pressured times.