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Trust: How To Measure, How to Change

By Joel Peterson

Today’s society has nurtured a cynical norm: to trust is to be gullible. But isn’t it high-trust teams that are winning in the marketplace? Joel Peterson, CEO of JetBlue, weighs in.

Trust is a leader’s most powerful currency. By understanding the nature of trust, and learning how to measure it, a leader can be intentional about building a high-trust brand, or healing a breach of trust, or building a more durable future for a firm.

Joel Peterson is the author of The 10 LAWS OF TRUST: Building the Bonds That Make a Business Great. He is Chairman of JetBlue Airways and The Hoover Institution and the Founding Partner of Peterson Partners, a Salt Lake City-based investment management firm with $1 billion under management. Since 1992, Peterson has been on the faculty at the Graduate School of Business at Stanford University, teaching courses in real estate investment, entrepreneurship, and leadership. He formerly served as Chief Executive Officer of Trammell Crow Company, then the world’s largest private commercial real estate development firm.

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