# Trust Trust is confidence built through truth, competence, care, consistency, and kept promises. ## Meaning In the [[Hormozi Meaning Guide]], trust lowers the friction between attention, [[Lead]], [[Sales]], and commitment. In Joe's Mynd, trust is broader than conversion. Trust belongs to [[Relationship]], [[Shared Meaning]], [[Agreement]], [[Sales]], [[Offer]], and [[Implementation]]. Trust should make action safer and clearer. It should not be exploited to bypass discernment. ## Source Of Meaning This note is grounded in [[Hormozi Meaning Guide]], representative Hormozi videos on trust and sales, and Joe's existing relationship and shared-meaning ontology. ## Relationship Over Time This note should mature through a relationship pass and a business pass. ## Links - [[Hormozi Meaning Guide]] - [[Sales]] - [[Offer]] - [[Lead]] - [[Audience]] - [[Relationship]] - [[Shared Meaning]] - [[Agreement]] - [[Relational Action]] - [[Aligned Action]] - [[The Brotherhood Meaning Source]] - [[Joe]] - [[Mynd]] ## Tensions Trust can be earned slowly and spent quickly. Business language can overfocus on using trust, while Joe's Mynd should also ask how trust is protected. ## Question What promise is being trusted, and how is that promise being kept?