In every organization I work with, people talk freely and frequently about the importance of trust as a crucial business asset. No one seems to doubt how important it is to business or personal relationships, and everyone seems aware of the tremendous costs of distrust.

Yet despite enlightened rhetoric about trust, many people in business regularly engage in conduct that undermines it and damages credibility.

It’s really simple: To be trusted, one has to be perceived as being trustworthy. That means being scrupulously honest even on little things, and especially when one may have to pay a high price. Trustworthiness is more than telling the truth. It requires conveying the truth. Deception through clever wording or half-truths is essentially dishonest.

Individuals and companies that care about building and retaining trust don’t rely on legalistic loopholes or take refuge in the fact that "you never asked." People worthy of our trust are forthright and candid as well as truthful. They tell us what they know we want to know, even if it’s not in their self-interest. Thus, being trustworthy involves a complex trio of concepts: truthfulness, nondeception, and candor, all aspects of honesty.

It also requires integrity, promise-keeping, and loyalty. We trust people who put principles above profit and have the courage of their convictions. We don’t trust those who look for and find exceptions and special circumstances that justify dishonesty.

Trust isn’t attained by wishing and wanting. It must be earned by actions. And after it has been earned, it must be continually protected. Remember, even a little lie can raise the question: "What else have you lied to me about?"

This is Michael Josephson reminding you that character counts.