Aug 26, 2019 Without trust you’re toast! Edelman, the world’s biggest PR firm has this annual report called the Edelman Trust Barometer. As stated in HBR’s series on trust, *trust* is a big deal. And to lose even a little of it can wipe billions off the share price. But it’s more than that. Trust is the main currency of civilization. Without it, Rome burns. If you watch this summary video by Richard Edelman for the 2019 version, you’ll see that trust is organic, that it changes and evolves and morphs. Trust is “spongy”. Which means, of course, that civilization changes and evolves and morphs (and is “spongy”). The other thing is, trust is very fragile. It can take mere seconds to destroy something that took years to build up. Anyway, it’s one of those subjects that one probably cannot spend too much time thinking about. Worth taking a little dive. CLICK TO WATCH THE VIDEO Richard Edelman (President and CEO, Edelman) presents the global findings of the 2019 Edelman Trust Barometer at the World Economic Forum, Davos.