Trust is a valuable – and increasingly rare – asset in business. And if you look at the companies that enjoy the highest trust from customers, they tend to be run by enthusiasts rather than numbers people. People trust Apple more than Microsoft because Steve Jobs was wildly enthusiastic about what Apple made. You trust a recommendation from your local bookstore more than one from an employee at a big chain. General Motors was much more trusted when it was run by “car guys” rather than “numbers guys.” Are you an enthusiast? Do your customers know it? How?