Some of the most successful business leaders of the century succeeded precisely because of the trust they created with their customers. Carl Sewell is another of my mentors and is among the most successful entrepreneurs of his era; his book, Customers for Life, is still a bestselling classic. In it, and in his life, Carl preaches that trust is one of the most important parts of a business, rather than, say, making money: “For our way of doing business to work, we have to convince you that there is something more valuable than money.”
