JetBlue Chairman's Trust Tips: How directors can build organizational trust.


Trust is a leader's most important currency. It is also foundational to the value of a brand. At its core, a great brand is a reliable promise--one people can trust to deliver results whether a service, a product or an experience. Trusted brands extend not only to customers, but to suppliers, investors, employees, communities and government regulators. And, over time, high-trust organizations tend to outperform low-trust organizations by the predictable delivery of what constituencies have come to trust.

But can boards have any impact on organizational trust levels? If so, how can...

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