By Charlie Brown—Trust is the biggest market differentiator of our time, and we’ve dedicated an entire issue of the Practice Papers to it. We’ve been in the engagement and relationship-building game for a decade, yet never before has trust played such a crucial role in our clients’ success. Simply put, those who earn it will succeed and those who don’t will not.

The 2018 Edelman Trust Barometer reports the largest single drop in trust in the survey’s history — with Americans’ trust in all institutions dropping 37 points. And it’s no wonder. Terms like fake news, data breach, us versus them and alternative facts riddle our national dialogue. Your customers, employees and stakeholders are living and working in an atmosphere where truth itself is pretty uncertain.