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Sincerity is the assessment that you are honest, that you say what you mean and mean what you say; you can be believed and taken seriously. It also means when you express an opinion it is valid and is backed up by sound thinking and evidence. Finally, it means that your actions will be aligned with your words.


Reliability is the assessment that you meet the commitments you make, that you keep your promises.


Competence is the assessment that you have the ability to do what you are doing or propose to do.


Care is the assessment that you have the other person’s interests in mind as well as your own when you make decisions and take actions. Care is in some ways the most important for building lasting trust. When people believe you hold their interest in mind, they will extend their trust more broadly to you.