The 10 Laws of Trust: Building the Bonds That Make a Business Great

The 10 Laws of Trust: Building the Bonds That Make a Business Great

The 10 Laws of Trust: Building the Bonds That Make a Business Great

The 10 Laws of Trust: Building the Bonds That Make a Business Great


Trust is the glue that holds an organization together. It turns deflection into transparency, suspicion into empowerment, and conflict into creativity. With it, a tiny company like John Deere grew into a worldwide leader. Without it, a giant corporation like Enron toppled.

In The 10 Laws of Trust , JetBlue chairman Joel Peterson explores how a culture of trust gives companies an edge. Consider this: What does it feel like to work for a firm where leaders and colleagues trust one another? Freed from micromanagement and rivalry, every employee contributes his or her best. Risk taking and innovation become the norm. And, as Peterson notes, "When a company has a reputation for fair dealing, its costs drop: Trust cuts the time spent second-guessing and lawyering."

In clear, engaging prose, highlighted by compelling examples, Peterson details how to establish and maintain a culture of trust. Steps include:

  • Start with integrity
  • Invest in respect
  • Empower everyone
  • Require accountability
  • Create a winning vision
  • Keep everyone informed
  • Budget in line with expectations
  • Embrace conflict
  • Forget "you" to become an effective leader
  • And more

With this book in hand, you'll be able to plant the seeds of trust--and reap the rewards of reputation, profits, and success.


I'll never forget the day I met Joel Peterson. It was in November 1985. I had recently been hired by Trammell Crow Company, which at the time was the largest real estate development company in the United States. Joel was serving as its Chief Financial Officer and its de facto strategist.

As a young professional working in my first “real” job, meeting the man who was considered the number two person in the firm was obviously a big deal to me. Yet what I remember most to this day was the extraordinary reputation Joel had with seemingly everyone in the firm. At a relatively young age, he was already a legend, and everyone talked about not only his brilliance, but also his integrity—and in equal parts. After meeting and spending time with him, I was similarly impressed by both his character and competence, commenting to my wife, “Everybody trusts Joel. He’s who I want to be like in business.”

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