FIR #472: The Evolution of Trust
Jul 16, 2025•16 min•Ep. 472
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Episode description
New research reveals that B2B decision-makers have increasingly recognized the importance of trust. The study also showed that companies that measure trust as a board-level KPI are over three times more likely to report more substantial profits than those that don’t, yet only 22% of companies state that trust is a board-level KPI.
In this brief midweek episode, Neville and Shel analyze the data and explore opportunities for communicators to enhance organizational trust.
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