Trust is the glue of life. It’s the most essential ingredient in effective communication. It’s the foundational principle that holds all relationships.
~ Stephen Covey
A Canadian grocery chain has just announced that it will launch a new brand to sell low-priced groceries in Canada. Their announcement is being greeted with great skepticism. The reason? Canadians do not trust them. It could be because we just do not buy it when their CEO says that their increased profits have nothing to do with their increased prices.