Who Can You Trust?

Success in business unquestionably requires some willingness to cooperate through having faith in others. The question is how much faith and in whom?|Decades of scientific research show that people’s accuracy in deciding if another can be trusted tends to be only slightly better than chance. But this isn’t because trustworthiness is completely unpredictable. It’s because the guidelines most of us use to make these predictions are flawed. We place too much emphasis on reputation and perceived confidence, ignoring the fact that human behavior is always sensitive to context and can often be better assessed by our own intuition.|So when your company’s money and resources are on the line, how can you do a better job of gauging trustworthiness and thereby improve your likelihood of success? This article draws on emerging research to show how trustworthiness works and offers four points to keep in mind the next time you’re deciding whether or not to do business with a new partner: Integrity can vary, power does corrupt, confidence often masks incompetence, and it’s OK to trust your gut.