Organizations Jul 1, 2016
Video: How We Signal Trust in the Workplace
From innovating Oreos to scaling Everest, communicating trust can build your business.
PrettyVectors via iStock.
Whether you want to find new customers or empower an existing team, successful business interactions require a willingness to signal trust and trustworthiness.
to your inbox.
We’ll send you one email a week with content you actually want to read, curated by the Insight team.
Kent Grayson, an associate professor of marketing at the Kellogg School, explains how institutions use professional organizations—from medical boards to legal associations—to signal that they can be trusted. But what happens in less established industries? A trek to Everest sheds some light.
Sanjay Khosla, an adjunct professor of executive education at the Kellogg School and former president, developing markets for Kraft Foods, describes what happened when a product development team was entrusted with a “blank check” to market Oreos in China.
The Trust Project is a unique body of knowledge, connecting scholars and executives from diverse backgrounds to share ideas, research, and actionable insights in a series of videos for research and management. Learn more about the project and its development in conjunction with the Kellogg Markets and Customers Initiative.
Suggested For You
Understanding the answer—and why black and white Americans’ responses may differ—is increasingly important in a multiracial society.
How to hone your learning agility and take good risks.
The same transgression can lead to different consequences. Here’s one reason why.
Most Popular Podcasts
Coworkers can make us crazy. Here’s how to handle tough situations.
Plus: Four questions to consider before becoming a social-impact entrepreneur.
Finding and nurturing high performers isn’t easy, but it pays off.
A Broadway songwriter and a marketing professor discuss the connection between our favorite tunes and how they make us feel.
Getting children to make healthy choices is tricky—and the wrong message can backfire.
A conversation between researchers at Kellogg and Microsoft explores how behavioral science can best be applied.
Acquiring another firm’s trade secrets—even unintentionally—could prove costly.
Common biases can cause companies to overlook a wealth of top talent.
A new study suggests that firms are at their most innovative after a financial windfall.
Don’t let a lack of prep work sabotage your great ideas.
Training physicians to be better communicators builds trust with patients and their loved ones.
The fallout can hinge on how much a country’s people trust each other.
Tim Calkins’s blog draws lessons from brand missteps and triumphs.
Three experts discuss the challenges and rewards of sourcing coffee from the Democratic Republic of Congo.