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Amanda Setili shares a short post on the value of trust.

Last weekend, Rob and I camped in a small family-owned campground 15 feet from Pamlico Sound on North Carolina’s Outer Banks. One night it stormed, hard. The wind was gusting to over 30 mph, and the rain was intense. It would have been easy to wonder if our tent would survive.

But I didn’t wonder.

We’d bought the tent from REI, the same company that had made the tent we had recently retired after 20 years of hard use in a variety of difficult conditions.

As we sat in the tent, listening to the rain and wind pummeling the tent, it became obvious to us that our new REI tent was as well-designed as the one we’d had for 20 years.

Companies talk a lot about earning their customers’ trust, and sometimes that talk can feel a bit overblown; after all, how much trust is involved when you buy, say, paper towels? But when a thin layer of material is all that separates you from a crazy-powerful storm, trust really matters. It’s then that you fully appreciate every aspect of your purchase: the materials used, its design and execution.

Key points include:

• The importance of trust
• Trust in business
• Customer loyalty

Read the full post, When the Storm Gets Intense, You Have a Very Different Definition of Trust, on LinkedIn.