This book is full of wisdom about how to build trust. For example we know that building trust requires credibility and reliability, things that most professionals are very good at. It also requires intimacy though ie that people will feel safe with you and, challengingly, it requires a lack of self orientation. There are many processes in organisations which encourage us to be promoting our achievements. It can seem counterintuitive that a lack of self interest is required to build trust and for many organisational goals we need people to trust us.