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Axioms of trust

  1. Don't lie to your customers.

  2. Don't lie to your team.

  3. Spinning is lying.

  4. Intentional omissions are lying.

  5. If you find that you must lie or spin to sell your product, go back and build a product that actually matches your talk.

  6. If you lie, people will find out.

  7. All business is relationship-based.

  8. Trust is core to every relationship.

  9. Lies are kryptonite to trust.

  10. Don't lie to your customers.

  11. Don't lie to your team.