David Amerland

Confidence, even when under pressure, has a way of turning an impossible situation into just another challenge to be met.

When it comes to identity we are all constructs. Who we think we are is the result of our upbringing, memories, skill set, knowledge, experiences and personal belief system. Of all the onion layers that make us who we are, our belief system is what powers our core. It__ what creates the essence of a human being and makes it possible for each of us to exceed our limits, confound expectations and do the impossible.

It seems perverse that we can be more social than anyone would have thought possible when we are at our most anti-social, locked away from the world and silently staring at a computer screen, but that, as psychologists will tell you is the way we operate. When we are at the maximum of our disconnect we also are ready to connect and feel the need for interaction.

without the mind the body is not capable of delivering anything beyond an average performance.

We are hard-wired to engage with those we trust, and this hard-wiring has led to a constant push for greater interaction and connection on the Web.

Marketing effectively, in a semantic web, revolves around those three __ittle_ requirements: Trust, Authority, Reputation.

Trust is what monetizes the attention economy.

In the digital domain trust is now important not only because we really need to know how to trust people and whom to trust but because we need others to trust us and have to learn how to help them do so.

Every relationship is governed by motive, capability and reliability and these three factors become the core components of the trust equation

We trust strangers not because they are always trustworthy but because we want to believe in a world where they are.

Despite the fact that logic tells us that we should not trust anyone, in any situation where the unknown variables are too many or the risks too high, we nevertheless go ahead and take what can only be called a leap of faith.

When something is as fundamental as trust the danger is that everyone thinks they understand what it is and therefore fail to define it.

Risks must balance rewards.

The presence of Knowledge Based Trust in organizations gives rise to a high level of interpersonal trust amongst their members and creates cohesive units out of a loose bunch of people.

Life at the edge of the world, it was felt, could go on forever.

Initial or mutual trust (the type of trust that makes us, irrationally, trust strangers) then enabled the complex planning that allowed man to transition from a tribe of hunter-gatherers whose fate depended on external factors to an agricultural society where complex, planned outcomes could be put into motion.

Trust is an ethereal quality. Like oxygen or light we notice it only by its absence.

Familiarity with the brand requires some experience of it (via advertising, word of mouth, internet publicity), Confidence comes with the perception of competence in the brand itself (which is why new brands really need to work hard for people to experience them first) and Trustworthiness refers to the sense of whether the brand is going to live up to its promise of reliability for the price paid.