More than half of all customers are willing to pay more for the same product or service if the seller also provides a single intangible: trust. Natalie Doyle Oldfield studies the dynamics that drive customer loyalty and business growth, and “Trust,” she finds, “is the critical value that top companies rely on to secure their market dominance and drive substantial growth.” Prepare to feel wonderfully affirmed when Natalie reveals to roving reporter Rotbart the proven methods companies can use to amplify their trustworthiness and strengthen their reputation and their brand. If there is only one episode you are ever going to listen to, this is the one.