The fall of Sam Bankman Fried’s FTX Future Fund a few days ago has to be one of the biggest financial falls for crypto so far.

You put your money in a fund, and the next thing you know, it’s gone. Trust is impaired.

You work for a company, the new owner comes in, and then a few days later, you find out you’ve been fired. Trust is impaired.

You buy something, hoping it will work, and when you get it home, it does, but not the way it was advertised. Trust is impaired.

Who can you trust?

We all wonder this at some point.

And to answer it, people look for a wide variety of indicators.

It’s the basis of everything. This task has been performed by us for millions of years since it is crucial to our continued existence.

The thing is, almost no one decides if you are trustworthy based on the fine print, your policies, or where you stand on important national issues.

We make decisions a long time before that.

People watch what you do. They watch with the sound off. They listen to others. They seek out clues of the tiniest sort.

Instead of vying for clients’ attention, focus on gaining their trust and serving them.

Earn trust, earn trust, earn trust. Then you can worry about the rest.