In the End the Only Thing that Matters — Is Trust

Abstract

Business associations usually proclaim their added value as intermediaries by highlighting a mixture of big ideas, policy objectives and their ability to influence and steer others towards common agreed goals. The truth is actually much simpler. All these are but ingredients of an altogether more fundamental asset: trust. Put another way, four things matter for business associations: trust, trust, trust…. and trust. With these in good shape, the association is guaranteed a perception among its stakeholders that it is a successful and valued intermediary.