What Trust is Made of

Some years ago I was hired by France Telecom to investigate the factors influencing trust between trading parties in online marketplaces. The caveat was that in those distant days there was no established marketplace to be studied. I therefore began my research by conducting qualitative interviews with France Telecom targeted audience, small business owners, providers of advertising services including radio stations, print shops and local newspapers. This was 2002 after all. What came out of that work is a very simple diagram that I found myself drawing and presenting frequently over the years to explain how most of us operate to...