Not so long ago, being reasonably trustworthy was good enough. But soon only the extremely trustworthy will thrive.
 
In the age of smartphones and social networks, every action an organization takes can be exposed and critiqued in real time. Nothing is local or secret anymore. If you treat one customer unfairly, produce one shoddy product, or try to gouge one price, the whole world may find out in hours, if not minutes. The users of Twitter, Yelp, and similar outlets show little mercy for bad behavior. The bar for trustworthiness is higher than ever and continues to rise.
 
Bestselling authors Don Peppers and Martha Rogers, Ph.D., argue that the only sane response to these rising levels of transparency is to protect the interests of customers proactively—even if that requires spending extra money in the short run to preserve your brand reputation in the long run. The payoff of generating extreme trust will be worth it.
With a wealth of fascinating research as well as practical applications, this book will show you how to earn—and keep—the extreme trust of everyone your company interacts with.

"'Trust is the new black.' We all rely on those we trust, and that's particularly true when it comes to business. Extreme Trust talks about how trust is increasingly critical in business, and how trustworthiness, or its absence, has become increasingly visible. It discusses what trustworthy behavior means in business, and how to change corporate culture to make it more genuinely trustable."
--Craig Newmark, founder of craigslist.com

"This book is a must-read for anyone leading an organization. The future is coming and it's coming fast. Peppers and Rogers's insights and advice will lead you through this remarkable time of change. Simply indispensable."
--John Costello, chief global marketing and innovation officer, Dunkin' Brands, Inc.

"What I loved about this book is that it forces the reader to stop using traditional ways of looking at business value (efficiency, productivity) in order to understand the trust crisis. And the further I got, the more I realized it really is a crisis. Lack of trust in business is almost something we now take for granted, as a normal cost of doing business. It's why the exceptions are so remarkable. Extreme Trust has shown us not only why it is so wrong that we take that for granted, but why it is so costly. It's the first book that really lays out a prac-tical model for the evolution of business--big business--and it is brilliant."
--Jennifer Evans, CEO of Sequentia

"Despite the shifting sands of time, Peppers and Rogers remind us what we never should have forgotten. Extreme trust is the "only "foundation to build on. This is the best book yet from this insightful duo!"
--Marilyn Carlson Nelson, chairman of Carlson

"Once again, the remarkable team of Peppers and Rogers nails it. Ignore them at your peril."
--Seth Godin, author of Linchpin