How companies can stay competitive in a world of total transparency. With their first book, 1993's The One-to-One Future, Don Peppers and Martha Rogers introduced the idea of managing interactive customer relationships, long before the Web and social networking made it standard business practice. With Extreme Trust, they look to the future once again, predicting that rising levels of transparency will require companies to protect the interests of their customers and employees proactively, even when it sometimes costs money in the short term. The importance of this "trustability" will transform every industry. Retail banks won't be able to rely as much on overdraft charges. Consumers will expect retailers to remind them when they have unused balances on gift cards. Credit card companies will coach customers to avoid excessive borrowing. Cell phone providers will help customers find appropriate calling plans for their usage patterns. Success won't come from top-down rules and processes, but from bottom-up solutions on the part of employees and customers themselves. And the most successful businesses will earn and keep the extreme trust of everyone they interact 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
