Book Excerpt: Why trust, not data, has become the most important asset in the modern economy

[Editor’s Note: Stein Broeder, a marketing executive at Microsoft, explores the components and value of trust in the new book, “The Business of Trust: How Experiences Build Trust and Drive Business Impact” Excerpt published with permission.]
“Do you trust me?”
This was a question a surgeon once asked me prior to a procedure. I thought it was a funny question. But upon reflection it

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