Stephen Covey in his book and in a workshop with the BBB presented that to develop trust you need four pillars . 2 are competency based and 2 are character based Competency pillars are Capability and Results   Are you able to do what you say you can and can you prove that you can do it well. Your BBB is competency : This is the competencey that speaks to a business’s track record. The Delivering of results in accordance with BBB standards and or addressing customer concerns in a timely satisfactory manner. The other two were Character Based: Integrity and Intent Integrity = are you going to do what you say you are going to do: Intent: Do you have the right motives; are you doing it for the right reason? All of which is defined and studied and revealed through the BBB Center for Character Ethics, our 501 c 3 foundation.