Whether you want to find new customers or empower an existing team, successful business interactions require a willingness to signal trust and trustworthiness.

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.