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Whom Can You Trust? How Can You Know?

This blog mostly writes about how businesses and people can become more trustworthy, and more (intelligently) trusting. What we don’t write as often about is who not to trust.

How do you spot a con? Should you trust your instincts? What’s the role of credentials? Who do you trust? (This blogpost will deal mainly with personal trust).

I must lead with two caveats: there is no trust without risk, and there is no riskless world available to any of us. There is only so much you can do to avoid risk. That said, let’s talk about it.

The following 17 rules are mostly exclusionary: violation of one rule may be enough to blacklist, but the absence of violations isn’t enough to guarantee no risk. Just as there are codes, there are codebreakers. There are always Bernie Madoffs, con men who know how to use all the rules of trust against us.

The Trust Equation comes in very handy here. Since it is a formula for trustworthiness, let’s reverse-engineer it to define what the anti-trust equation looks like.

Let’s imagine you are looking for a pediatrician, a financial planner, a gardener, a lawyer, an events planner. How do you know you can trust them?

Trust Equation Component 1: Credibility

1. Credentials. If someone has no credentials, while others in their business do, they have a lot of explaining to do. You probably have better things to do. Move on.

2. Clarity. If the person can’t explain it to you clearly, and we’re not talking about nuclear physics, move on. That includes lawyers and financial planners.

3. Fine print. If there’s a lot of it, that’s not good. And if they say ‘you don’t need to worry about this, you can just sign it,’ that’s definitely not good.

4. Does it feel ‘almost too good to be true?’ Listen to that feeling; it’s probably right, it is too good to be true.

Trust Equation Component 2: Reliability

1. Track record. Do they have a track record at all? If not, not good.

2. Integrity. Do they say what they’ll do and then do it? Do you know? Does anyone know? Do they have a reputation at all? If no, keep walking.

3. Are they unprepared for meetings, and wing it, and you know it?

4. Do they show up on time? Call to let you know they’re running late?

Trust Equation Component 3: Intimacy

1. Do you feel personally at ease with them as a human being, not just an expert? Not star-struck, or blown away—just comfortably at ease. If not, you can do better.

2. Did they do most of the talking? That’s not good, you know. Move along.

3. Does your child or pet like them? Not like them? (Not limited to pediatricians and veterinarians).

4. Do they share others’ secrets with you to ingratiate you? That means you can’t trust their discretion.

Trust Equation Component 4: Self-Orientation

1. Did they engage you in conversation about your problem? Letting you talk about it? If not, that’s not a good sign.

2. Do they blame others for their shortcomings? A sign of not taking responsibility.

3. Do you feel pressured by them to act quickly? Be wary of “we can only keep this open for one more week,” or “we’re only taking a few more investors.”

4. Check your own motives. Are you looking for a quick fix, a special deal? Then you’re the ideal con target. You might as well wear a target.

5. Maybe most important of all: Did you feel guilty about asking questions? About not moving along at the seller’s speed? Did you feel pressured to give certain answers, or to offer certain information? Check your gut: your own feelings of guilt or pressure are serious warning signs. Ignore them at your peril.

Postscript: I was tempted to write this post as a 100-point quiz.  You know, deduct so many points for each “bad” answer, and end with “if your potential trustee scored between X and Y, you probably should…”  You know the type.  And it would probably be more popular.

But I don’t think that’s right in this case. The idea that you can precisely put a meter on trust is a dangerous idea. There’s  more than enough false precision out there already. Let’s just leave this at the personal, your-mileage-may-vary level: it’s meaningful if it’s meaningful to you.

The Lady or the… A Values Quiz

This is a values quiz.

It’s based on a story.

Here is the story as it was told to me:

A Lady and a Man, very much in love, were separated by a river deep and wide. They longed to be together, but didn’t have a way to get across.

One day a Boatman came by and offered to take the Lady across the river. He could see how much she wanted to go, however, and named a very high price, more than his usual rate. Alas, she didn’t have enough to pay the Boatman, and still couldn’t see a way to get to the Man she loved.

About the same time, a Stranger walked by. He saw the beautiful Lady and offered her a large sum of money in exchange for sex with him. She agreed, and got the money to pay the Boatman and join her lover across the river.

The Man was overjoyed to see his darling, until a Friend told him what she had done to get the money for the Boatman. Then his joy turned to outrage, and he told the Lady he never wanted to see her again. What’s the moral of this story?

It depends on your values.

STOP READING HERE.

You can make a case that every character in the story behaved more or less badly. In what order would you put these people, from best behavior (or least bad) to worst behavior?

Really. Take out a pencil and rank them.

Done ranking?

OK, THEN, NOW READ ON.

I mentioned this is a values quiz. These are the values assigned to each of our characters:

Lady = LOVE

Man = MORALITY

Boatman = BUSINESS

Stranger = SEX

Friend = FRIENDSHIP

Next to your written rank order, write in the value assigned to each character.

What was the order in which you ranked these values?

My Ranking

At the high end, I said Stranger, then Boatman. After all, they were just getting what they wanted in pretty straightforward transactions.

Next rung down I put the Lady – a bit of a dope, but she was also going after what she wanted.

Lower down I put the Friend – what business was it of hers to tell the Man about the Lady’s infidelity?

And on the very, very bottom rung, I put the Man. He did nothing to change their plight, and when the Lady took action, all he could do was act priggish in response.

Your Ranking

I feel pretty passionate about my array, and my reasons for putting each character where I did. My ranking seems very right– to me. But you probably feel as strongly for your array and your own reasons.

Try this with a few friends or colleagues. You may be surprised at the way different people think.

What’s It Mean?

We’ve already seen the primary meaning—we are all indignantly and equally sure of the rightness of our own perspectives. Therefore, either most of us are wrong–or there is no unanimity of moral views in the world.

There is another, more speculative meaning: that our rankings roughly correspond to our value systems. And there’s no right or wrong to that.

For my part, yes it does mean I value sex and business over love and morality, especially conventional morality. I know what that means to me. I don’t know what it means to you–nor do you know what it means to me.

Discovering what each means to the other is very much about learning to trust.

Virtues and Values: Building a High-Trust Organization

Let’s assume a High-Trust organization is highly desirable, and focus on how we get there.

A High-Trust organization is made up of people who are trustworthy (and appropriately trusting) in an environment that enables trust.

Let’s use the word ‘virtues’ to describe what high-trust people do. And let’s use ‘values’ to describe what guides their organizations.

What are those virtues? And what are the values that support them?

The Virtues of Trust

The virtues of trust are personal—our level of trustworthiness, and our ability to trust.

The Four Virtues of trustworthiness are contained in the trust equation: Credibility, Reliability, Intimacy, and Low Self-orientation. If someone exhibits those traits, we call them trustworthy.

We consider it virtuous for someone to tell the truth, to behave dependably, to keep confidences, and to be mindful of the needs of others.

The virtues of trusting-ness are the ability to take emotional risks, and an inclination to look for, notice and create positive potential. We consider it virtuous for someone to be generous, and to lead with generosity rather than fear in dealing with others.

The Values of Trust

The virtues of trust are personal; the values of trust are institutional. A person’s virtues ought to be consistent with (and reinforced by) an organization’s values.

There are Four Values of trust (I have called them Principles of Trust elsewhere). They are:

  1. Customer/client focus for the sake of the customer/client;
  2. A habit of collaboration;
  3. A focus on the medium-to-long term, on relationships rather than transactions;
  4. A default stance to transparency, except where illegal or injurious

The Trust Values in a high-trust organization drive the organization’s external relationships, leadership, structure, rewards and key processes.

Each of those four values speaks to the nature of relationships—because trust is about relationships.

The High-Trust Organization

The high-trust organization knows how to define and find people who can trust. It helps people grow their own trustworthiness. (See our own Trust Quotient as an example of a diagnostic and development tool built around the four virtues of trustworthiness).

A high-trust organization is not shy about using a term like “virtue.” It is hard to define the level of virtue inherent in a single act by a single person; but in the aggregate, it is very easy.

Trust is, at root, a moral concept. A high-trust organization is an organization whose people behave ethically simply because it’s the right thing to do, and which itself supports such ethical behavior—not just particular policies, but ethical behavior itself.

The high-trust organization is clear about its values. It may or may not use the specific Trust Values outlined above, but those it has will be relationship-relevant.

A high-trust organization believes that high economic performance and social responsibility are both maximized by the consistent pursuit of trust-based relationships over time.

The goal of a High-trust organization is not economic performance; but high economic performance is very often the outcome.

Dealing with Pricing Objections: Podcast with Charles H. Green on TotalPicture.com

When I talk about trust-based selling, the question closest to the surface for most listeners is:

"What do I do when my client says to me, ‘your price is too high’?"

I sat down with Peter Clayton, of TotalPicture Radio to talk about just that.  If you want to settle back and listen, you can hear that conversation in the totalpicture.com podcast interview that resulted. 

If you prefer your experience visual rather than aural, you can click below the "Listen to the Podcast" box to read the transcript.

Here’s a taste, beginning with Peter’s intro:


"If you’re like most professionals, you’re not comfortable with selling. It’s not easy fighting the feeling that hyping yourself is somehow inappropriate. And it’s worse when you have to deal with objections, doing presentations, and getting rejections — or waiting for the phone to ring." — Charles H. Green

Welcome to a Success Strategies podcast on TotalPicture Radio, with Peter Clayton reporting. When I came across Charles H. Green’s article in RainToday (a fabulous sales and marketing resource), I immediately contacted Charlie and asked him share his insights with us. He is founder and CEO of Trusted Advisor Associates based in West Orange, NJ.

Charlie is the author of Trust-based Selling and co-author of The Trusted Advisor. Centering on the theme of trust in business relationships, Charles works with complex organizations to improve trust in sales, internal trust between organizations, and trusted advisor relationships with external clients and customers. He is a speaker and executive educator on trust-based relationships and trust-based selling in complex businesses.

We’re all in sales today. And for sales adverse people such as myself, learning how to present yourself, and your expertise using positive, "deal winning" sales skills has become a matter of survival.

Listen to the Podcast Now

Read more

Innovation: The Critical Link to Trust

You know how sometimes you hear a theme every once in a while, and you don’t make much of it? But then you hear it five times in a week, and suddenly you say whoah, something’s going on here!

That’s how it is for me with trust and innovation. I have now seen enough about their connection that I notice it.

Got problems with innovation? R&D not giving you much bang for the buck? Suffering from same-old service offerings? Product un-differentiation got you down? Read on.

Observation: Pessimists Don’t Innovate, Nor do they Trust

In Why Victims Can’t Invent Anything, Michael Maddock and Raphael Louis Viton suggest a simple test for the ability to innovate: the old glass is half full, half empty test. If you are optimistic, you are a creator.  If you are pessimistic, you are a victim. Guess which one wildly out-innovates the other?

Now marry that up with the profile of trusting and non-trusting people from Eric Uslaner, arguably the world’s leading academic expert in trust. Paraphrasing, high-trusting people believe that life is good, and that they are in control of their lives. Non-trusting people believe life is fundamentally unfair, and that other powers are in control of their lives.

You want to increase innovation? Hire optimistic, high-energy people; shun conspiracy theorists. And why does this work? Because they trust each other.

Diagnosis: More Trust Yields More Innovation

Let’s follow this logic further. Trusting each other means people are open to each others’ ideas. Robert Porter Lynch explains the link. 

Creativity happens, he says, very little by sitting around contemplating. Rather, it comes about from our interaction with others. In particular: people different from ourselves, who think in fundamentally opposite ways from the way we think.

If we’re not open to others—if our fundamental approach to others is fear-based, if we come from anger or ego or fight/flight responses—we shut ourselves off from the creative forces that come through sharing those different perspectives. We see them as threats.

The bridge is trust. If we can trust the other person, then we can hear and consider their perspectives, as they do ours. Net: communication, creativity, new ideas, innovation.

Trust and Innovation: Does It Work in the Real World?

Forget the thinkers: who does this? One who can speak to this directly is Ross Smith at Microsoft.  When in charge of the Windows Security Team, Ross and wingman Mark Hanson realized they had some incredible talent on the team that was under-utilized. They needed to innovate. As Ross studied innovation, he began to realize trust was the key to getting there.

Does it work for Ross? He’ll answer a resounding ‘yes.’

In the course of the next month, you’ll be hearing from several of these people: Eric Uslaner, Robert Porter Lynch and Ross Smith in particular, as well as others. I think you’ll enjoy reading what they have to say.

For now, let’s just notice what they all agree on: the road to innovation goes through trust.

 

Metrics: Overmeasuring Our Way to Management

Contrary to the popular saying (“if you can’t measure it, you can’t manage it”), the ability to manage is not dependent on the ability to measure. 

In fact, overmeasurement has some serious downsides.

TrustMatters readers have heard this theme before, but I’m happy to say this time it’s being published in the Management Channel at Businessweek.com

Read the full article at: Metrics: Overmeasuring Our Way to Management

And have a great Wednesday.
 

Financial Planners Who Sell From Trust

The banking and financial services industry has recently plummeted into the "least trusted groupings" of industries. And not without reason, as this blog and others have pointed out.

But of course, that’s not true of everyone. There are some interesting examples of trustworthy and successful behavior in the financial sector. Here are two.

A Long-term Perspective: Hanson McClain 

One of the Four Principles of Trust is to adopt a long-term perspective, focusing on relationships rather than transactions. What would you think of a financial advisory business that invests in new clients five years before seeing a return?

That is pretty unusual for the financial advisory business. Normally, the focus is much shorter term. In addition, garden variety wisdom in financial advisory is that you look for high net worth clients, because the typical compensation structure for the business varies with asset levels. What would you think, then, of an advisory business that focuses on lower net worth individuals?

Hanson McClain has adopted both these heretical approaches, and married them to a narrowly defined and specialized target segment — retirees from the telecommunications and public utilities industries. The results are striking.

That segment has been relatively stable, with excellent retiree benefit plans, and has a disproportionately high percentage of its workers due to retire in the not-too-distant future. It also has some arcane aspects to its retiree plans.

But this isn’t just smart segmentation and targeting. If the common short-term orientation and focus on “big is better” had been applied to this group, the advisors would not have generated the tremendous referral network they have. The effect is to lower cost of sales, since existing clients identify and market to new ones, which also then increases sales yield rates. 

Trust is key to it.
Making Business Personal: Design Underwriting  in Grand Rapids, MI

Ed Thauer, Jr., runs a full service financial agency. He started in insurance 34 years ago, and branched out. He has gotten his business to Top of the Table status in the Million Dollar Round Table system. (That means he’s done very well).

Ed attributes his success  to a variety of things, but one of them stands out. 

Ed still does all his own enrollments. That means he personally does a job that is all-too-tempting to parcel out to others—initial data collection.  

Not everyone does this; automating and delegating is an obvious way to make your time more efficient—right? So why does Ed do it?  

As a mentor Ed cites once said,
“You dress up and show up and see the people, see the people, see the people. Nothing happens unless you see the people.”

Ed is also partial to a particular sales model for his industry—but clearly the model hasn’t gotten in the way of his central view of personal connection as key to the customer relationship.

Yes, there is trust in systems. Reliability, accuracy, comprehensiveness are all trustworthiness-enhancing variables. But their impact is less than the softer sides of trust—intimacy and low self-orientation; a sense that the seller actually does care about you.
I haven’t met Ed, but I think he gets that.
 
 
 
 
 
 
 
 
 
 

Acquiring Soft Skills: You Gotta Practice the Scales

You’ve heard this one.

The New York tourist asks the cab driver, “How do I get to Carnegie Hall?”

“Practice, practice, practice,” comes the answer.

The joke is well known—but sometimes we forget how broadly it applies.

Students of classical and jazz piano and guitar often don’t like doing the scales; but most do them nonetheless. I remember learning to play all seven modes (Dorian, Phyrigian, Lydian, etc.) starting from all four fingers from the same starting fret; then moving up a fret and starting over again.

My guitar teacher told me that the next step was to do the same cycle for minor, major seventh, dominant seventh, diminished and augmented scales. “This is the point,” he somberly told me, “at which all the jazz greats picked up heroin.”

Suppose a music student tells the music teacher, “Scales are boring; I get the concept, that’s all I need. Doing scales just cramps my style and inhibits my improvisational skills.” What does the teacher say?

They typically smile and say, “Yes, the scales are boring—but you’ve gotta do them anyway. Do you know how to get to Carnegie Hall?” Etc. etc.

But what about soft skills training? Suppose a corporate training student tells the trainer, “This role-play stuff is boring. I get it, OK? It’s simple. I don’t need to do repetitive drills—it just makes me sound phony.”

What does the trainer say? What does the trainer’s boss say? What do the training department’s clients say?

We Do Muscle Memory Exercises in Music: Why Not in Soft Skills Training?

It’s my experience that, sadly, corporate soft-skills trainers’ responses are not the same as those of music teachers. Faced with resistance, the trainers are more likely to say, “Well, OK, if you say so.”

In fairness to the trainers, it’s not usually their fault. And I don’t think it’s the fault of the client organizations either. I think the blame for it lies with training organization leadership itself—partly for not pushing back, and partly for buying the clients’ rationalizations that somehow you can cognitively understand your way into learning soft skills.

The truth is, there is no substitute for realistic “muscle memory” activity when it comes to learning soft skills. You simply can’t “think your way into” skills like active listening, much less empathetic listening. You can’t just memorize a set of canned “answers” to a buyer’s “objections.” You can’t just write sentences ahead of time and think you have given acceptable feedback. (See the recent movie Up in the Air for an amusing example of cognitive vs. muscle-memory learning).

The equivalent of scales in soft-skills training comes in several forms—role-plays, video replays, case discussions. For my money, nothing beats a “fish-bowl” role-play; two volunteers role-play a case in front of a room. When something happens—and it always does—everyone sees it, and knows it. There is no escaping the real-ness of what just transpired.

If trainers know this is true, why then don’t they insist on it just as strongly as music teachers do? In part, of course, it’s because music teachers are typically older than their pupils; whereas trainers are often junior to, and subordinate to, the line people in their sessions.

One trainer told me of being politely informed by an AmLaw 20 law firm that there would be no role-plays in the upcoming session. “Just discuss the technique,” the partner client said, “our people are smart enough to pick it up quickly—no need to waste time on faux drama.”

The Real Reason for Resisting Soft Skills Drills

As is often the case with negative behavior, fear is at the root. No one, me included, enjoys doing role-plays. I also don’t like the taste of some medicine, but if I’m sick, I will over-rule my taste buds.

In other words, participants just don’t want to do it. Of course, they don’t say that. They say it’s boring, they don’t need it, comprehension is enough, and so on. But it’s the HR folks who let them get away with it.

I find each of the major staff functions has a generic effectiveness issue. For IT staff, it’s speaking in jargon and over-promising. For legal staff, it’s an inability to balance risk-minimization with general management perspective.

And for HR staff—in my experience—the weakness is a desire to be accepted at the Big Table. Combined with the fact that HR people have no secret vocabulary, this means that clients will abuse them. They are too needy, and have no ritualistic skills to protect them from bullies.

And so the students resist doing what the HR people know perfectly well they should do—and the HR people don’t push back.

This is of course my pet theory, though it is based on my experience. What’s yours?

And if you’re an HR person who’s been annoyed by my use of “training” in this blog, let me suggest this: you’re not going to be called “learning and development” by the client people until you start asserting what you know to be right. Go on, stick it to ‘em. Don’t ask for respect until you’ve earned it.

If your students as you how you get to corporate Carnegie Hall, tell ‘em, “Role play, dammit!”

Lessons in Strategic Communications from an Admiral

You may have missed it. The Chairman of the Joint Chiefs of Staff gave a clinic in communications, public relations and sales. It was in late August–perhaps that’s why you didn’t hear of it.

Of course, it was also cleverly disguised as a critique of the US government’s communications policy with respect to the Muslim world. But no matter, it was a clinic nonetheless. Here is Adm. Mike Mullen:

"To put it simply, we need to worry a lot less about how to communicate our actions and much more about what our actions communicate…

…most strategic communication problems are not communication problems at all," he wrote. "They are policy and execution problems. Each time we fail to live up to our values or don’t follow up on a promise, we look more like the arrogant Americans the enemy claims we are."

What constitutes good communication? According to Adm. Mullen:

"…having the right intent up front and letting our actions speak for themselves. We shouldn’t care if people don’t like us. That isn’t the goal. The goal is credibility. And we earn that over time.

[our messages] lack credibility, because we haven’t invested enough in building trust and relationships, and we haven’t always delivered on promises."

Clearly Mullen is confusing his skillset with that of a communications expert. What else does he think good communication requires?

"It’s not about telling our story," he stated. "We must also be better listeners."

You may think Mullen is out of his league. Then again, if you are reading this blog, you probably recognize his wisdom. But let’s pile on some more anyway.

Communication is a Two Way Street

The heart of influence lies not in our fancy powerpoints or elegantly crafted talking points. Ironically, paradoxically, it lies in listening before we talk.

Thomas Friedman articulated this well in his commencement address at Williams College a few years ago:

The most important part of listening is that is is a sign of respect. It’s not just what you hear by listening that is important. It is what you say by listening that is important…

Never underestimate how much people just want to feel that they have been heard, and once you have given them that chance they will hear you.

The Psychology of Communication

Communication is a dance, not a diktat. The establishment of trust requires communication, in an ascending exchange of reciprocal acts of listening.

Being right is an overrated virtue. In fact, being right too soon has the effect of pissing people off. There is a time for every season, including stating opinions. And that time is after you have listened.

Not all truisms are true, but this one is:

–People don’t care what you know, until they know that you care.

That simple little sentence, phrased in an intentionally corny manner so as to increase the odds of remembering it, is very sound psychology.

Communications, influence and trust have a few very simple rules: one is, first you listen.

  • Shrinks know this.
  • Good salespeople know this.
  • Good diplomats know this.

Apparently, so do Admirals.

Thanks for the clinic, Admiral.

 

 

 

 

 

 

Three Little Words

My mother always told me that bad luck comes in threes. At the risk of pushing my luck, I’m going to disagree with her–at least when it comes to trustworthiness. Here are three phrases, each three words long, that are an essential part of any Trusted Advisor toolkit: "That makes sense," "Tell me more," and "I don’t know."

"That Makes Sense"

Charlie speaks this phrase all the time and it’s remarkably effective. I say "speaks," rather than "uses," because it’s not a tactic; it’s a genuine expression of empathy.

When said from the heart, "That makes sense" is an incredible intimacy-builder. It’s no accident it also happens to be what relationship guru Harville Hendrix teaches couples to practice saying with each other when working through tough personal issues. Simply put, it’s validating. In a business context, "that makes sense" is particularly disarming in response to an opposing viewpoint…or something you don’t really want to hear.

Note that saying "that makes sense" is not the same as saying "I agree." With "that makes sense," you’re simply looking at the world from the other person’s vantage point and seeing how things might be pieced together. And unless you’re speaking to someone whose mental faculties are completely compromised, I promise you things do make sense over there, and there’s a way to see it, somehow or another.

"I see you’re concerned about investing a lot of money and time without being sure of the return. That makes sense."

"Sounds like it’s imperative to have the right executive sponsor in place before we move forward. That makes sense."

"It makes sense to consider all the options before you decide which firm you want to hire."

"Tell Me More"

"Tell me more" is a simple and elegant way to invite someone to share information with you. Distinct from a targeted, intellectually-impressive question, "tell me more" implies an absence of time pressure, agenda (as in motives), and a desire to show off. Its subtext: "The agenda is yours, my time is yours, and my focus is devoted to you, not me." Its beauty is in its simplicity and its other-orientation.

"I Don’t Know"

I’ve been in and around the consulting industry for close to 20 years and know very few consultants who are comfortable not knowing an answer to a question (myself included). On the contrary, we’ve convinced ourselves that clients not only want answers, they want the right answers…right away.  (See The Point of Listening is Not What you Hear but the Listening Itself.) Which leads to a lot of well-intended bad behavior, like ever-so-slightly exaggerating what we do know in order to fill in the gaps.

The alternative is having the courage to say "I don’t know" when you don’t know–being forthright in a way that appropriately conveys your overall confidence (so high, in fact, that you’re OK to admit what might be perceived as a weakness) and your commitment to find the most accurate answer. As counter-intuitive as it may be, "I don’t know" actually builds credibility (and therefore your trustworthiness) because it shows you are honest. ( For more about how the things we want to say the least usually build the most trust, read Trust and Golf: How Neither Makes Sense).

The Proof

Of course, we could add "I love you" to the list of word triplets, but then things start to get a little too squishy. (Or do they?)

I’ll end with this instead: intimacy, other-orientation, and credibility increase trustworthiness. "That makes sense," "Tell me more" and "I don’t know" improve your score on each. Therefore, three little words really can make you more trustworthy.

Quod erat demonstrandum.

P.S. By the way, with the new year upon us and so many of the usual resolutions already long-forgotten, it’s worth checking out Chris Brogan’s recent blog post, My 3 Words for 2010. Trusted Advisor Associates’ three words for the year (in draft) are Community, Rich-Soil, and Starpower. My personal ones are Leaps, Delicious, and Gravitas. And you?