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How to Develop a Critical Database People Will Trust

New economy opportunities for trust come from the ability to create, access and share databases about people. And of course one of the largest risks to the use of large databases is the consequence of getting it wrong.

Sometimes getting it wrong can have trivial consequences—a wrong phone number. Or, the consequences can be serious, even fatal—wrong data in a medical report, or evidence in a capital case.

What’s the best way to ensure clean data? Is it cross-checking databases? Multiply redundant systems? Multiple data-entry? Random audits?
Some of us frequent travelers recall being caught in a false-negative trap a few years ago at the airports: being pulled out of line in security checks because our names were somehow linked to terrorism.

There were thousands of these cases, I recall. I was one, and it took several months to clear it up. It was annoying, though I confess to some small measure of pleasure at the notoriety, as long as it didn’t go on too long.

Fixing the list of terrorists: now, that’s one database worth getting right. And worth looking at how they did it.

Timothy Clark is Editor and President of GovernmentExecutive.com, which produces several informative newsletters about the federal government.

Recently, Shane Harris wrote about Making a List.
 

The FBI’s Web site describes the Terrorist Screening Center as an "anxious" place, full of "serious faces — like you see at NASA’s Mission Control right before a launch."

"The TSC is essentially a call center, handling queries from law enforcement, security and intelligence agencies all asking the same basic question: Is the guy we just stopped at the border or pulled out of an airline queue, a known or suspected terrorist? The FBI calls it "one-stop shopping."

"The TSC was established to consolidate the dozens of so-called terrorist watch lists that proliferated across government before and immediately after the Sept. 11 attacks. …how it was created gives you a good idea of how difficult information sharing really is, and what intelligence agencies face today as they struggle to get on the same page.

"Who decides what names go on the list? Settling that question was one of the TSC’s first challenges. The agencies with a stake in the list all had their own way of handling information, and each had different ideas about names they wanted to add.

"The screening center laid out some basic criteria for adding a name. First, an individual had to have some demonstrable nexus to terrorism. An agency couldn’t just tell the center, "trust us," Bucella said. Every day, the TSC would get an upload of 300 to 500 names. Those weren’t all new; some included updated information about existing names. But the pace was relentless.

"Perhaps inevitably, then, people who shouldn’t have been on the list ended up there anyway. It wasn’t uncommon to drill down on a name and discover that someone an agency had encountered wasn’t actually the person on the list, even though the two shared the same name, Bucella said. But when the TSC did get a hit, day or night, officers would contact the person who had added the name.

"… building and maintaining the watch list is more of an art than a science.  But that’s to be expected from such a subjective endeavor. The consolidated watch list is, in its own right, a legitimate bureaucratic success. But how it was built and how it is maintained lets you in on one of the hard realities about sharing intelligence and hunting for terrorists: Mistakes are unavoidable.

Digital systems can never be fully insulated from the analog world.  Trust can never be fully automated. 

That doesn’t mean digital approaches to trust aren’t valuable; it just means they’re not omnipotent.

Trust-based Selling in the Real World: Case Study #24

“Alex” (not his real name) is a friend and ex-client.

Alex leads a Private Client practice for a private wealth management firm in a country whose name I will not reveal, but which lies somewhere to the north of the United States.

We talked about his approach to managing his clients’ money. First thing he notes—it’s not just about managing their money.

“They need help from time to time in various aspects of their lives,” Alex says. “I get to know about these issues because they have financial impacts. Marriage, Children, College, Divorce, Insurance, Disease, I hear about them all. It is important to weave all aspects of the client’s life through their financial affairs, nothing personal happens in isolation.

“I cultivate a network of people I know, respect, and trust. Exceptional people who understand the power of relationships; people in real estate; divorce mediation specialists; psychologists; medical specialist; and educators who can help my clients. Whatever it is that they need—I make it my business to help them.

What do your colleagues think of this, I ask?

“They don’t get it. They say there’s no money in those things. I say that’s not the point… I’m in this profession to help people. But in the long term, they are dead wrong—in fact, there is money in this.

“For example, I spent an hour talking with the19-year-old daughter of a client about how to manage her $3,000. I took flak from colleagues for that too. But what they forget is how delighted her father was that his daughter was getting sound financial advice at age 19.

"And he has considerably more than $3,000… as will his daughter, sooner or later. My relationship is with their family.”

“What my colleagues forget is that this is a relationship business. Clients are referred by their parents, their children, friends, colleagues, accountants, lawyers etc. This only happens if you play for the long run.

“But it works; it works beautifully. Some people in my business focus on their transactional income, or look for ways to go seeking more clients through seminars or mailings. I focus on the relationships with my clients and appreciate when they invest in my business through referrals… my cost of marketing is nil.

“But perhaps most importantly, I spend my working days helping people, people I like. My practice is built on relationships where I enjoy working with the clients and they enjoy working with us. How much better can work get?”

How Does Wealth Inequality Affect Trust?

An old Frank Zappa lyric went, “What’s the ugliest part of your body? I think it’s your mind.”

Similarly, we might ask, “What’s the lowest-trust place in (corporate) America? I think it’s Wall Street.”

Which brings us to the latest issue of Harvard Business School Working Knowledge.

I find HBSWK a pleasure to read—they identify the coolest topics for study. The treatment of those topics—well, that can be quirky.

One fascinating current item is “The Dynamic Interplay of Inequality and Trust: An Experimental Study,” by Ben Greiner, Axel Ockenfels, and Peter Werner.

Here’s the (partial) synopsis:

We study the interplay of inequality and trust in a dynamic game, where trust increases efficiency and thus allows higher growth of the experimental economy in the future. We find that trust is initially high in a treatment starting with equal endowments, but decreases over time. In a treatment with unequal endowments, trust is initially lower yet remains relatively stable.

Cool! An egalitarian society shows a greater decay of trust than one with initially disparate endowments? The implications for political theory, economic policy and social dynamics are juicy, to say the least.

The “dynamic game” the authors use to add some empirical juice to theoretical discussions involves a trustor and a trustee. In a series of interactions, the trustor offers a sum of money to the trustee, which sum is then multiplied by the game; the trustee then returns a certain amount to the trustor.

As the authors say, “The amount sent can be interpreted as a measure of trust, while the amount returned measures the degree of trustworthiness.”

Then ensues 20 pages of analytical bludgeoning. Did you know about the Wilcoxon Matched Pairs Signed Ranks (WMPSR) test? Me neither. Did you know the lowest Gini factor ever measured was in Bulgaria in 1968?

I am numbed and humbled; you could say I’m numbled.

And sure enough, the graphs show a decrease in trust if all players start equally, vs. a low-trust start with sustained low trust if players begin with inequality.

But wait a minute! What happened to Frank Zappa?

The appendix lists the instructions given to the players in this game. Here they are:

Welcome! You can earn money in this experiment. How much money you earn depends on your decisions and the decisions of the other participants…it is guaranteed that you do not ineract with the same participant in two subsequent rounds…The identity of the participant you are interacting with is secret, and no other participant will be informed about your identity.

OK, so I want to measure the role of trust and inequality in an economy. Where should I go?

Los Angeles? Omaha? Detroit?

Nah. Let’s go somewhere people aren’t distracted by entertainment, or meat-packing, or cars.

Let’s go where people interact solely around money. Anonymously. And never with the same person twice. (Blindfolds and knives might make it even more interesting).

And let’s call that a trust experiment.

If this game had a geographical correlate, it would have to be the Land of Gekko, where Fear and Greed are baseline hiring criteria—Wall Street.

Not exactly where I would have suggested one go searching for insights about trust.

What’s the ugliest part of that trust? I think it’s the game.

 

Trust Enablement

Readers of Trust Matters know that I tend to focus on a certain side of trust—the human, complex, messy, emotional, non-linear side of things.

In part this is a personal reaction to my own MBA and corporate background, which emphasized the other side—the linear, rational, cognitive, quantitative side of things.

And in part it’s a reaction to the dominant model in business—which resembles more the latter than the former.

But it takes both sides to get a full view of trust. So I want to take this post to acknowledge someone who does a fine job working the other side of the street.

It is Alex Todd, President of Trust Enabling Strategies.

Alex talks about Trust Enablement®, and has developed what he calls has developed what he calls the Trust Enablement Program™.

He defines trust as “acceptable uncertainty,” and suggests that:

In essence, where Risk Management is all about protecting what you have, Trust Enablement™ is all about getting what you want by, in effect, proactively managing the risks of the relying party (or customer).

I don’t know anyone else who’s gone further in an attempt to systematically and quantitatively describe attributes of trust and applications of trust to management.

Todd’s site is worth visiting if you want to delve into measurement and management issues, or if you simply want to stretch your mind about the issues of trust in business.

He also has the best collection of trust-related quotes I’ve seen.

I don’t always see things the way Todd does, but he is clear, clean, broad and thorough in his thinking. He is usually persuasive, but always insightful.

Anyone interested in trust should not miss his work.

Greed in the Social Networking Space

It took the advertising industry about 150 years to get to the point of putting ads on the inside of bathroom doors. It took considerably less for the commercial vultures to zero in on the social network phenomenon. Except this time, it’s an inside job.

First, MySpace. In July of this year, Rupert Murdoch’s News Corporation bought MySpace, making a few more mega-zillionaires out of kids who were in it for kicks.  Murdoch knew better, and immediately set about “monetizing” his investment.

How’s it going for his target audience?

In the words of a college freshman, Marshall Green:

MySpace is going to end up just like Friendster.  Except for bands, some high school kids I know still use it but the trend has shifted to Facebook.

I think the main reason is the site design. MySpace just has a terrible interface that continues to deteriorate as the developers tack on extra features that Facebook integrates better.

The thing that Facebook does well, finding other people you know and connecting with them, are more of an afterthought on MySpace.

Instead of using AJAX and web 2.0 technology to update the page without reloading the whole thing or taking you to a new page, MySpace makes you jump through a bunch of screens to do simple things like leave comments. This is basic stuff that MySpace has neglected to do because they are lazy!

What’s worse is the amount of ads. Most ads on MySpace are sketchy, and in the past have linked to adware and spammers. Half the time when you visit their front page, the entire background is a giant ad for a Fox TV show or movie. It’s obtrusive and detracts from the experience.

It all gives you the sense that the company doesn’t care about delivering a good experience, they just want to make a lot of money with as little work as possible. The interface was never spectacular, but I noticed more ads and a slowdown in new features following the Fox takeover.

(Full disclosure: I am related to young Mr. Green by marriage; his mom’s to me).

That was several weeks ago. On November 6, the “good guys” in this space—Facebook—announced their new approach to incorporating advertising into that ostensibly wholesome society.

The gist of Facebook’s idea is to allow Big Advertisers in to make “friends” of existing users, and to build their reputation by demonstrating the “trust” that one’s “friends” have in the product being advertised.

As one wag put it, “so it’s like spamming your friends?”

You know you’re in for it when language gets reinvented, a la doubletalk like this from Mark Zuckerberg, Facebook’s CEO and new gazillionaire:

Q: “Are you worried this will make Facebook too commercial?”
Z: “Actually I think this will make it less commercial because the ads now are [more generic].”

For a deliciously cynical take on this, see Nicholas Carr’s blog .

Marshall’s view?

If I start seeing notifications and friend requests everywhere from Coca Cola and Exxon Mobil, then Facebook will be on the way out for me. There are already some sneaky ads that masquerade as friend notifications. They trick you and I’ve nearly clicked on them several times before realizing they were ads.

If it gets as bad as MySpace people will find something better. There will obviously be another new trend in social networking sites in the future anyhow.

It’s been clear for centuries that you can always find success by going more down-market in taste than the last guy; more negative in political advertising than the other guy; and more overtly commercial than your competitor.

The question is: where’s the bottom?

When trust is just a tactic, “friends” are not what they seem, and social networks are flipped into cynical mouthpieces for corporate America, it feels like we’re pretty low.

Maybe Marshall’s right in thinking his generation will reject the hype.

But as H. L. Mencken said, “Nobody ever went broke underestimating the taste of the American public.”

I wouldn’t short Murdoch and Zuckerberg just yet.

Tony Blair and the Subprime Mortgage Crisis–It’s the Basics

On November 8, the Washington Speaker’s Bureau booked a nice commission when former Prime Minister Tony Blair was paid $500,000 for a 20-minute talk to Chinese industry and government officials in Hong Kong.

Not a bad sum, even in US dollars. Blair’s Chinese market rate is now 2X the former reigning champion, one William Jefferson Clinton (and 5X Rudy Giuliani’s rate, according to the Financial Times (print edition, Nov. 9, 2007).

But all was not sweetness and light. Several attendees groused that Blair’s talk was full of platitudes and banalities.

As the China Youth Daily paper said, "To be honest, Mr Blair’s speech sounds so familiar. It’s just like the report of any Chinese county level official and contains no novelty. If the local political and business circles paid such a high price for a speech they could have made themselves, was it worth it?

A ripoff?. A con job? A typical politician hussle—take the big bucks, give nothing in return, smile all the way to the bank—and don’t give up a thing?

So it sounds in the papers.

There is, of course, another way to put it. Maybe Blair spoke the truth, and the audience just didn’t want to believe it. Maybe the road to global leadership isn’t a “secret” after all—maybe it’s one of those platitudes like “5% inspiration and 95% perspiration,” “common sense is uncommon,” and “just keep hitting singles.”

Maybe it’s back to basics.

Maybe it’s human nature to prefer something splashy. We want cleverness—we’re disappointed when the answer turns out to be a banality we’ve heard since the cradle. We want to believe others’ success is a trick. Back to basics? Don’t wanna hear it.

Wall Street loves quantitative cleverness. Take the SIV, or Structured Investment Vehicle. SIVs are asset-based products with tiers of risk deconstructed and repackaged, which let offerors capitalize on short vs. long-term spreads.

Problem; buyers used short-term debt to fund long-term products. Back to basics: match your maturities.

Moody’s now says, “many managers have told us they now do not expect to see the SIV model survive in its current form." (FT, November 9, “SIVs Face Fight to Survive, Says Moody’s”).

Morgan Stanley saw the subprime mortgage crisis coming a year ago, and designed a clever hedge. It bought credit default swaps (a side bet against subprime mortgages). And, to get the swaps insurance for free, they bought the least risky tranches of subprime—still high return. Voila—a free lunch.

Unfortunately, the least risky tranches of subprime also crashed and burned, overwhelming the insurance. “They were so right, they were wrong” says the FT. (Morgan Stanley Peers Through the Looking Glass, Darkly”, FT, Friday Nov. 9, p. 26).

Back to Wall Street basics: pigs get fat, hogs get slaughtered.

I have recently re-discovered John Gottman’s research on marriage. He talks about “bids”—basically little reach-outs to one another. Healthy marriages average about 70 bids in a given time period—unhealthy marriages, something like 20% as many.

We resist this line of basic thought. We want to believe in flowers, candles and soft lights. The Secret. The Ice Cream Diet. The latest technology. The “this time it’s different” stock market. If someone else succeeds—they must have had an inside angle.

Then the correction happens, and we see clearly yet again. It’s the little things. It’s hitting singles, not homers. It’s blocking and tackling. It’s no pain, no gain. It’s just eat less calories. It’s practice, practice, practice. It’s buy low, sell high. If it sounds too good to be true, it probably isn’t true.

It’s the basics.

Just ask Warren Buffett. Larry Bird. Ask Oprah. Or Tony Blair. The advice might be worth it. Even at Tony Blair’s rates.

Case Study #17: Trust-based Selling in the Real World

I bought some designer eyeglasses 18 months ago at Pildes Optical in Short Hills, New Jersey. I was well-served, and happy with the glasses.

A few weeks ago a tiny screw came loose. I took it in. The screw had to be factory-ordered—it was made of gold (I said they were designer).

They called me when the part came in, and I went to the store. While the manager was replacing the screw, I asked the Associate about getting a backup pair for travel overseas. I didn’t want to spend as much.

“You don’t have to,” she explained. “Here are some perfectly good-looking frames that are about half the price; if they’re just a backup, you may not care as much about the aesthetics."

“Also,” she continued, “you may not want all the features you have in the lenses themselves. You can get a perfectly good backup pair by changing a mix of lens and frame features."

"But”, she said, “how is your prescription? Does it need changing?”

“Well,” I replied, “my arms are getting a little short again when it comes to reading. It’s been a while since I got an exam.”

“You really shouldn’t think about getting a replacement set,” she said firmly, “until you’ve had your eyes examined again.”

“Actually,” I mused, “if I get a new set, then this one can be my backup, and it wouldn’t cost me anything.”

“There you go,” she smiled. “That would save you the most.”

The manager came out with my newly fixed glasses, and I took out my wallet. “No, no,” he waved his hand at me, “no charge.”
As I walked out, I realized what these people had done.

On the face of it, they turned down two transactions—a repair, and a sale (of backup glasses). But that’s just the surface.

At one level higher, they guaranteed a much bigger sale—a new set of eyewear for me—worth more than the two foregone transactions. Because they focused on the relationship, not the transaction.

At yet one level higher, they virtually guaranteed that that later sale would be to Pildes of Short Hills—not to anyone else. Because they focused on my needs, not theirs.

At a higher level still, they cemented my loyalty. Not just my repeat business; no, they got me to do something even more important. They got me to feel energized enough to, say, write about it for public consumption in my blog.

I think if I had asked them all this, they would have readily agreed to my analysis, but would probably tell me something like, “that makes sense all right, though we didn’t think it through that way. That’s just the way we believe in doing business.”

This is the paradox of Trust-based Selling®—-if you live by the principles of customer focus, collaboration, transparency and relationships-before-transactions, you will make more money than if you lived by the principle of trying to make money. It works in the real world.

And if you want to buy eyewear, I can recommend a good place.

 

 

Faking Customer Centricity

Customer centricity is a powerful business concept. But that’s not all it is.

Properly done— Pepper and Rogers and One to One are the class act in this arena—it is key to an approach to business that combines social good and corporate success.

Done right, it’s a goal in itself—not a mere tactic for profitability. Profitability emerges as a byproduct, not as an overriding goal. True customer-centricity yields more profit than profit-centricity alone does.

But this view is up against a lot. The broader approach to business is centered on competitive advantage as the goal, and the shareholder stakeholder as the primary beneficiary. And that has a perverse impact on the idea of customer centricity.

Remember 60s radical Angela Davis? She was a student of Herbert Marcuse, a radical philosopher who developed the concept of “repressive tolerance.” Sounds contradictory (he was a Hegelian, for the philosophers in the crowd), but makes good sense (he was also perceptive).

It means, simply, the best way for a majority to neutralize a threatening minority is to develop an attitude of tolerance. That way, the majority system appears to be un-threatened, and the minority to be un-threatening. The status quo is the winner.

While that idea has some limits (it’s hard to tolerate violent terrorists beyond a certain point), it works pretty well in the realm of ideas.

Which is why “customer centricity” is so easily hijacked by the dominant ideology of competitive advantage. The competitive paradigm—our leading view of business today—is repressively tolerant of customer-centricity. The hijacking turns the new idea into merely a tactic to serve the old idea. Customer centricity is neutralized, subsumed into the competitive paradigm.

Some examples:

1. Is it just me, or has the Ritz Carlton recently stepped up its emphasis on employees using the phrase “my pleasure?” Other companies are copying it. If delivered without sincerity, it results in a hollow mockery of the intended customer focus. Delivered too often, even with sincerity, it risks appearing obsequious—an autonomic reaction, not an indication of customer focus, thus highlighting its use as a tactic, not a goal.

2. How about, “your business is very important to us…” It clearly isn’t, otherwise you’d hire someone to answer the phone instead of routinely kicking me to voicemail hell. Which means it’s another faux version of customer focus, using the hollow shell—the words, in this case—of customer centricity, but in service merely to cost-cutting. If you’re going to put me on hold, then at least have the decency to own the decision—don’t lie to me.

3. Or, “your opinion matters to us.” No it doesn’t. If it did, you’d do something more than a simple check-box card in my hotel room. If it actually did matter to you, the desk clerk would act like he or she cared when I made a suggestion. If it did, you’d use it for something more than employee ratings.

4. Or, "I do apologize for that, sir," when the thing being apologized for is either an objectionable corporate policy or a systems screwup, but in any case has nothing to do with the poor agent doing the apologizing.

The language of relationships—feelings, apologies, empathy—has been evident in business lately. It is ostensibly about personal connections, about taking responsibility, and about focusing on the needs and feelings of the customer.

That’s the theory. In practice, it’s often just more slick sloganeering. If a company really wanted to be customer centric, they’d apologize for mistakes they made, and own up to decisions they didn’t intend to change. Imagine hearing this from a company spokesperson:

"This is a result of the policies we follow; occasionally it severely inconveniences someone and it sounds like that’s what happened here. I can promise you I’ll make sure the company is aware of this result so we can work to reduce it in future—but to some extent, that’s the inevitable result of our chosen policy, and it’s intentional. I’m sorry that you’re caught in it, let me do what I can to resolve it for you right now."

That would at least be honest. Alternatively, one could change the policy in question. But for heaven’s sake, don’t lie to us and fake it.

Fake customer-centricity is like counterfeiting. Counterfeiting harms retailers, or wine merchants, or tech manufacturers, or software writers. Fake customer-centricity harms customers. It turns our commercial relationships into low-integrity lying.

We’ve got enough of that already. Insist on the real thing.

Here’s a video clip that says it all.

Test How American You Really Are!

As promised in my last posting, here’s a simple self-assessment tool to rate yourself on your general knowledge of the world outside the United States. The fewer you get right, the more American you are, baby!

All have links so you can score yourself immediately (and get educated too—like you care, baby!).

1. Is Sweden East or West of Norway? Answer

2. Can you name the head of State for either Italy or China? Answer

3. Traveling west from Madrid, what country do you first encounter? Answer

4. Which is the most populous world religion—Christianity, Islam, Judaism, Buddhism, Hinduism? Answer

5. Where does the US’s biggest city (by population) rank globally? Answer

6. Have you ever heard of Shenzhen? Answer

7. In what country does Juventus compete? (bonus—in what sport?) Answer

8. Is Bangalore in the south or north of India? Answer

9. What language do they speak in Brazil? Answer

10. On what side of Australia (N, E, S, W) is Sydney? Answer

11. Is Ireland part of the United Kingdom? Answer

 

12. What currency is used in Belgium? Answer

13. Is Japan north or south of Vietnam? Answer

14. In which century was the country of Italy formed as a political entity? Answer

15. In which country is the United Nations headquartered? Answer

 

16. Which languages are spoken in Switzerland? Answer

17. Where is Catalunia? Answer

18. Where is Bosnia in relation to Poland? Answer

19. In what sport do the All-Blacks compete? Answer

20. What country lies between Iraq and Afghanistan? Answer part one and answer part two

21. Hugo Chavez—union leader, president, or owner of World Cup soccer champions? Answer

22. How many time zones are in Russia? Answer

23. Singapore is a former colony of what country? Answer

24. If you’re in The Hague, what country are you in? Answer

25. What language is spoken in Austria? Answer

 

OK, score time.

If you got:

20 or more: You are almost certainly a foreigner—absolutely not an American. You probably don’t know the difference between a Hoosier and a hot dog. You couldn’t tell motherhood from apple pie. You’re quite possibly a communist. We don’t like your kind around here. If you don’t like it here, go back to China and speak Japanese like the rest of them. Nuke gay whales for Jesus!

14 to 19: You may technically be an American, but clearly a lib-dem; 3 to 1 says you’re from New York, possibly San Francisco. You probably went to a private school, and you’re probably in favor of letting immigrants stomp all over our right to bear arms.

6 – 13: Wow, where’d you learn all that stuff? I mean, that’s a lot of work. Who’s got that kind of time? Don’t you think you should be spending your time more productively? It’s all well and good to travel internationally—hey I think Cancun rocks, and I even drove into Tijuana once—but you could be going to an MLB game instead, and supporting the US economy by buying American, like that Sharp TV I bought last month.

0 – 5: Congratulations, awright, you’re an American! Travel? Love it. Can you believe their accent in Buffalo? Great steaks in Dallas fer sure. I always liked the AFC teams best. We’re going overseas next summer, maybe Toronto. Or even New Mexico—do they take dollars there? Either that or a cruise to the Bahamas. Go Yew Ess Aye, Number One!

Americans, Travel and Rushing to Judgment

I travel internationally; less than some, more than many. These last three weeks I’ve been in three countries (the third visit for one, 10th and 20-something-th for the others).

Travel is good for everyone, I think, but especially for Americans. All right, OK—for me.

(On Monday I’ll have a tongue-in-cheek self-diagnostic test: find out just how American you really are!).

I know a few who love foreign travel. They assume that people are fundamentally the same, and delight in finding the superficial differences, the spices that make the human stew an infinitely varied source of nourishment.

I admire the hell out of them. Because unlike them, my first reptilian-brain instinct is to go to fear-based judgment. An all-too American response, I think. All right, OK—maybe it’s just me.

Here’s what I’m re-discovering on this trip:

• Judgment feeds on fear.
• Fear feasts on ignorance.
• Ignorance fades when one can hear others—in their terms.
• Our ability to influence depends on our willingness to be influenced.
• Our similarities far outweigh our differences.
• Our behavior in groups mirrors our behavior as individuals.

My personal road to growth has been exposure to others. For me as an American, the benefit of international travel is enormous. Yet only something like 20% of us have a passport. Absurdly few of us speak another language—usually poorly at that.

But what’s the link between individuals and groups? Does the road to corporate trustworthiness go through the individual?

Some see trust issues mainly as group issues. I’m more inclined to see groups as aggregations of individuals. Let’s assume and explore—at the risk of touching on politics—the latter.

Marriage-researcher John Gottman says marriages work best when we are vulnerable to and influenceable by our mates. They’re worst when we judge, shut down, and insist on changing the other.

Might nations be the same? Mark Twain says, "Travel is fatal to prejudice, bigotry and narrow-mindedness."

If Gottman’s observation extends to group behavior, then exposure to the world influences us. And, thereby, gives us influence.

Consider foreign student exchange programs, and how deeply they promote understanding. We could afford to spend $10,000 per head to send 500,000 Americans abroad to be influenced, and the same amount to bring 500,000 influenceable foreigners here—all for the cost of about two months’ spending on the Iraq war. With, arguably, better results. In any case, we could use a bit more of that perspective.

One of our presidential candidates said, “the security of the American people is inextricably linked to the security of all people.” It is no accident that this candidate “has a grandmother living in a hut on the shores of Lake Victoria and a sister who’s half-Indonesian, married to a Chinese-Canadian.” (Hint: it’s not Giuliani). We could use a bit of that kind of perspective too.

Peter Jennings—famously traveled—said, “Whenever I see a coin, I’ve learned to turn it over to see the other side.” We need a bit more of that view, I think.

My suggestions for travel in a new country or city:

  1. First, go walking. A lot. For hours. With no goal but to experience.
  2. Invest a few hours in the national historical museum.
  3. Find a local restaurant without using the concierge or guidebook.
  4. Be curious, not judgmental.

We need a bit of that too. Well, I do anyway.