Trust is often cited as the key in making relationships, personal or commercial work. What is sometimes poorly understood is that trust is an outcome of lots of other things, primary amongst them is truth, along with consideration of the others point of view, meeting others needs, and compatibility of objectives, to name just a few.
In relationships between businesses, there is the added complication that there are usually many people involved, and as businesses are inanimate, it comes down to the behavior of people.
Just as most of us were told as kids, telling the truth is sometimes difficult, but it is far easier than the alternative, and has lasting effects on the relationship.
