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-# The Six Buckets of Trust®
-
-## Description of the Six Buckets of Trust®
-
-Our TrustLogic® approach is to think of trust as six elements. To simplify this, we’ve placed those elements into six buckets, which we refer to as The Six Buckets of Trust®. These six buckets are the fundamental elements that underpin trust.
-
-- Vision trust is about your bigger vision, mission and values.
-- Development trust is leadership, relevance.
-- Benefit trust is the benefits you bring to your relationships.
-- Competence trust is the different competencies you can bring to your vision.
-- Stability trust is building a strong and stable foundation.
-- Relationship trust is how you relate to people.
-
-To remember them easily, think of them as part of a trust story:
-- Stability/Development: where do you come from and how do you go forward?
-- Relationship/Benefit: what’s it like to work with you and what do I get out of it?
-- Vision/Competence: what do you strive for and what do you have to get there?
-
-
-## Stability Trust
-
-### Description of Stability Trust
-
-Stability trust is about establishing a strong and stable foundation. It answers questions like "Why can I trust you to have built a strong and stable foundation? What have you achieved in the past?" This concept emphasizes continuity, long-term bonding, longevity, size, and past achievements. Stability trust makes an audience feel that the company is rock-solid. It is built on factors such as how long the company has been around, its continued success, recognisable projects, work with big-name clients, long-term client relationships, company size, geographic reach, dollar turnover, number of employees, and customer base. The background story of why and when the company was founded, and the environment in which it grew up, also contribute to stability trust. 
-
-### Guiding Principles and Objective for Stability Trust
-
-Identify and gather details that fulfil the description of stability trust for a company. Focus on finding very specific numbers and examples to make it more trustworthy and believable. Use the following key aspects as a guide: 
-
-1. **Longevity:** 
-Find out how long the company has been around. Include the founding date and significant milestones in its history. 
-
-2. **Size and Reach:** 
-Look for information on the company's geographic footprint, number of employees, and customer base. Include dollar turnover if available. 
-
-3. **Achievements:** 
-Identify notable projects and achievements. Mention any recognitions, awards, or significant accomplishments. 
-
-4. **Big Names:** 
-List any well-known clients or partnerships the company has had, emphasizing long-term relationships. 
-
-5. **Long Tenures:** 
-Highlight the tenure of key clients, employees, and the company itself. Mention any long-standing customer relationships. 
-
-6. **Background Story:** 
-Research the company’s founding story. Understand the environment in which it was founded, the founder’s background, and how the company has grown over the years. 
-
-Use the gathered details to create compelling marketing copy that emphasizes the company's stability and reliability. Highlight aspects such as the company's longevity, size, achievements, notable clients, long tenures, and background story to build a strong sense of stability trust. 
-
-### Keywords related to Stability Trust
-- Track record
-- Longevity
-- Size
-- Staff numbers
-- Wins
-- Headline clients
-
-### Questions to ask related to Stability Trust
-- What’s your track record?
-- How long have you been around?
-- What turnover do you have?
-- How many staff?
-- What big successes?
-- Headline clients?
-
-### Examples related to Stability Trust
-- We have succeeded even in the most challenging times for over 140 years (even 20 years is fine with all the crises that have happened).
-- We have over 12,000 staff globally and 532 locally.
-- Our longest serving staff member, Julie in accounts, has been with us for more than 30 years.
-- Just in the past decade we have won XYZ awards 7 times.
-- Key clients include (for example) ABC which has been a client since we incorporated them 74 years ago.
-
-### Proof points for companies or organizations related to Stability Trust
-- One of the top 3 in the world.
-- Over 15,000 employees.
-- Over $ 10 bn in revenues.
-- Roots go back to 1764.
-- Over 180 years old.
-- Over 20 years old.
-- Stable leadership.
-- Profitable.
-- Customers that have stayed for 3 generations.
-- Staff that are the 3rd generation in the company.
-- Some of the biggest companies in the world choose us.
-- Leading governments trust us.
-- The product has been around for over 50 years.
-- We are in 100 countries.
-- Over 57 governments and the EU support us.
-- We are one of the largest partners of the World Food Program.
-- We initiated the UN charter for child rights.
-- Our founder, Brian Pierce, established us in 1954. 
-- Our founding story is.
-
-### Proof points for individuals related to Stability Trust
-- I come from a hardworking working class background. I know how to work hard.
-- I come from a teacher background. I have learned from childhood that the most satisfying service is to see other grow.
-- I come from an entrepreurial background.
-- I have 3 children whom I want to give a stable home.
-- I come from a divorcee background. That’s why I want to give my children stability.
-- My parents were hippies traveling the country. Then they had us and settled down and mum became a judge.
-- Our founder went out in search of adventure and came back with a passion or helping children in dire need.
-
-
-## Development Trust
-
-### Definition of Development Trust
-
-Development trust is about establishing why a company can be trusted to develop well into the future, remain a leader, and stay relevant. This concept emphasizes the company's adaptability, innovation, and forward-thinking actions. It includes showcasing investments in technology and training, collaborations with leading innovators, and organizational changes that ensure future success. 
-
-### Guiding Principles and Objective for Development Trust
-
-Identify and gather specific, detailed information that supports the concept of development trust for a company. Emphasize future growth, innovation, and the company's ability to stay relevant and lead in its field. Use the following key aspects as a guide, and provide specific examples, facts, and numbers: 
-
-1. **Longevity as a Basis for Development:** 
-Highlight how the company's long history gives it finely honed skills and processes, enabling it to achieve greater transformation more efficiently and with greater certainty of direction and success. Include founding dates and significant milestones. 
-
-2. **Size and Reach for Future Potential:** 
-Illustrate the company's large geographic footprint, number of employees, and customer base as assets for future expansion and innovation. Emphasize how reach and size allow the company to rapidly develop improvements and then scale them for maximum impact. Include specific numbers, such as dollar or people-time investments, over particular time frames. 
-
-3. **Achievements as a Launchpad:** 
-Use notable projects, recognitions, and awards to show how past successes create a platform for future advancements. Provide specific examples of awards and recognitions, including names, dates, and reasons for the awards. 
-
-4. **Big Names and Cutting-Edge Collaborations:** 
-Explain how collaborations with well-known pioneers, organizations, and institutions known for cutting-edge work, such as Nobel laureates, multi-doctorate holders, or leading universities, provide a dynamic environment for continuous development. Highlight specific examples, outcomes, and names of collaborators and their roles. 
-
-5. **Innovative Projects and Technology:** 
-Highlight investments in technology, pilot programs, and innovative projects that demonstrate the company's commitment to future growth. Include specific examples of these projects and their impacts. 
-
-6. **Training and Talent Development:** 
-Focus on how the company nurtures young talent and invests in extensive training programs to ensure future readiness. Look for any specific training programs that foster continuous improvement and innovation, and provide examples. 
-
-7. **Social Responsibility and Inclusion:** 
-Emphasize the company's efforts in social responsibility, diversity, and inclusion as a means to foster a progressive and inclusive future. Highlight how diversity creates idea-rich environments that enable better ideas and transformation. Include specific programs and initiatives. 
-
-8. **Patents and Intellectual Property:** 
-Mention any patents, trademarks, or unique intellectual properties that the company holds, showing a forward-thinking and inventive mindset. Include specific numbers and examples. 
-
-9. **Thought Leadership and Influence:** 
-Highlight the company’s role in shaping industry standards and future trends through conferences, academic collaborations, and participation in working groups. Find specific examples of such involvement. 
-
-10. **Organizational Change:** 
-Constantly review the organization and create structures, systems, and skills that will enable future success. Look for recent or future organizational changes, new job roles, or new systems being developed to show future transformation. 
-
-Use the gathered details to create compelling marketing copy that emphasizes the company's development trust. Highlight aspects such as longevity as a foundation for growth, achievements as a launchpad for future success, innovative projects, and a commitment to training and social responsibility to build a strong sense of development trust. 
-
-### Keywords related to Development Trust
-- Invest
-- Forefront
-- Cutting edge
-- Curious
-- Forward-looking
-- Forward-thinking
-- Future
-- Trends
-- New
-- Develop
-
-### Questions to ask related to Development Trust
-- What does your firm and your team invest into? (Even cyber security is good).
-- What on-the-job and other training and development is happening?
-- How do you choose and nurture young talent?
-- Do you read or follow any cutting-edge things, write or present on them?
-
-### Examples related to Development Trust
-- Don’t ask Juan about his weekend. He read the update on XYZ.
-- During the next 3 years we’re investing $5m into cyber security.
-- As an employer of choice we get the best talent and nurture them actively.
-- Christina in my team is thinking about doing an MBA on the side. Any suggestions?
-
-### Proof points for companies or organizations related to Development Trust
-- Always challenge ourselves to be better.
-- Invest $ 50m into innovation each year.
-- Have a clear growth strategy.
-- Have a clear plan.
-- Register over 500 patents every year.
-- We have a radical change program that ensure we meet our clients’ needs now and in the future and guarantees that we prosper.
-- We have three key R&D centres in key locations.
-- Update the app every hour.
-- Our job begins where the map ends.
-- Invest $ 10 m every year into cyber security.
-- We are pioneers in AI or biotech.
-- We partner with leading universities and professors and academics and other cutting edge companies.
-- We constantly have research and pilot programs running.
-- We review every project, combine the leanrings globally and scale them.
-- We develop new best practice every day through practice.
-- We invest over $ 20 m in staff training.
-- Every staff member has at least 30 days of training per year.
-- We can recruit and retain the best people to drive our future success.
-- We have create many world firsts and continue to do so.
-- We have/will restructure to meet future needs better.
-- We push the envelope.
-- Challenge the status quo.
-
-### Proof points for products or services related to Development Trust
-- This will be the world first product that can do this.
-- We have a clear product release pipeline for the next years.
-- Our customer feedback system helps us improve our product and experience daily.
-- We have upgraded our IT systems to serve you better now and in the future.
-
-### Proof points for individuals related to Development Trust
-- I am continuously curious.
-- I consider doing an MBA.
-- I read a lot and broad to stay up to date and to transfer stimulation into my job.
-- I am perpetually driven to do better.
-- My ambition is to achieve the best reviews.
-- I actively seek critique to improve.
-- My travel broadens my horizon continuously and I apply this in my work.
-- I am doing a project management course online to further my skills.
-- I read cutting-edge magazines like Wired to know where the trends go.
-- I keep up to speed with the latest apps, music and arts.
-- I engage a lot with young people to know what the future holds.
-- Being cutting-edge, 
-- Being ahead.
-- Anticipate.
-
-
-## Relationship Trust
-
-### Definition of Relationship Trust
-
-Relationship trust is about ‘Why can I trust you to relate well to people like me? What quality does this relationship have and how do you show that you invest into it?’
-
-The interpersonal relationship (or relationship between organisation and person) is hugely important. How good
-are we at interacting with other people? To be sensitive, to listen carefully, to exchange ideas, to be empathetic and to show social awareness? What kind of quality does this relationship have? How can I show that I invest in the
-relationship? That I value and respect the people around me.
-
-### Guiding Principles and Objective for Relationship Trust
-
-Create a comprehensive narrative that demonstrates why an organization can be trusted to offer an appealing relationship. Emphasize qualities such as empathy, sensitivity, active listening, and social awareness. Use specific examples, numbers, facts, and financial investments to support your points. 
-
-Why can people trust the organization to relate well to them? What qualities does this relationship have, and how does the organization show it invests in these relationships?
-
-1. **Empathy and Sensitivity:** 
-   - Describe how the organization demonstrates empathy and sensitivity in its interactions with customers and stakeholders. 
-   - Provide specific programs or initiatives that highlight these qualities (e.g., customer feedback programs, personalized support services). 
-
-2. **Active Listening and Idea Exchange:** 
-   - Explain how the organization practices active listening and encourages idea exchange. 
-   - Include examples of customer councils, stakeholder meetings, or feedback mechanisms that facilitate open communication. 
-
-3. **Support and Investment:** 
-   - Highlight ways the organization supports and invests in its relationships with customers, employees, and the community. 
-   - Provide details about specific investments (e.g., financial investments in customer operations, employee training programs, customer service awards, community outreach initiatives). 
-
-4. **Social Awareness and Inclusivity:** 
-   - Emphasize the organization’s commitment to social awareness and inclusivity. 
-   - Mention diversity programs, inclusive policies, and recognitions such as “Employer of the Year” or customer service awards. 
-
-Use the above principles and examples to craft a detailed and compelling narrative that showcases why the specified organization can be trusted to offer an appealing and supportive relationship. Ensure to include specific numbers, facts, financial investments, and real-life examples for authenticity. 
-
-### Keywords related to Development Trust
-- Together/We
-- My team and I
-- Inspire
-- Exchange
-- Support
-- Invest into
-- More than clients
-
-### Questions to ask related to Development Trust
-- What quality of relationship do you want to be trusted for?
-- What activities do you do with/for clients beyond the immediate work?
-- What relationships have grown out of your work over time?
-- Do you speak enough about your and the client’s team by name?
-
-### Examples related to Development Trust
-- Many clients have become friends over time.
-- We invest in client secondments to get to know our clients better.
-- We care about our clients as people as much as organisations.
-- Bring surprising things to meetings (even on Zoom).
-- Phrase things more in human/colloquial terms.
-- New and better communication channels with customers. 
-- Winning customer service awards. 
-- Being voted “Employer of the Year.” 
-- Having a customer or stakeholder council. 
-- Good processes to resolve issues, showing they go above and beyond. 
-- Programs for employees (e.g., maternity leave, bereavement leave, training leave). 
-- Promoting diversity and inclusion initiatives.
-- Specific financial investments (e.g., $10 million invested in customer operations in the past year). 
-
-### Proof points for companies or organizations related to Development Trust
-- We won the customer satisfaction/experience award.
-- We won the customer service award three ties in a row.
-- Our call centre teams receive not just technical training, but also training to be in tune with our customers.
-- For all our contact points with our customers we focus on friendly and easy usability. No matter if phone, chat, or email.
-- We make sure our customers feel appreciated and that we value them.
-- We understand that customers don’t just buy our offer in isolation, but as part of their life context and the specific situation.
-- We provide our customers and people with little, nice surprises.
-- We listen to our customers and people – and action what we learn.
-- Still, with all technology, it is still about people.
-- We have introduced paid parental leave for mum and dad.
-- We have introduced extra carer leave.
-- We have introduced domestic violence and bereavement leave.
-- We provide our staff with free counselling even for personal issues.
-- We provide our staff with free medical support.
-- We know that our customers don’t just buy our product. They buy it to solve an issue or to get ahead.
-- They relate well to the beneficiaries we want to help.
-- They engage for two years with the children and community before they start a project.
-- The engage with the children and community first to understand the future they want to create for themselves.
-- Our staff visit the families and children every three month and spend time with them and their neighbours to make sure they are happy and healthy and progress.
-- 95% of our staff are local. We trained them and after we close the development project, they stay.
-- Our staff live in the communities they help.
-- Our staff speak almost any language, because ethe nuances often matter.
-- We can help you in almost any language.
-
-### Proof points for individuals related to Development Trust
-- Our CEO regularly sits on customer calls and picks up the phone her/himself.
-- Our leadership team makes 10 customer calls every week personally to be in tune with our customers.
-- Our CEO goes around the office wherever she visits and takes time to talk to our people.
-- On a hot day, when I went to a client meeting,  I went to the supermarket on my way and bought 200 ice creams and dropped them at the client’s front desk for all staff.
-- I never look at the customer as just business. To me they are a whole person hat I support in all life aspects.
-- Many of my customers have become personal friends over time with long term relationships.
-- I have become the godfather and bridesmaid to clients and their kids.
-- I connect our customers actively together.
-
-
-## Benefit Trust
-
-### Definition of Benefit Trust
-
-Benefit trust addresses the question, "What benefit do I get from this relationship with you?" It focuses on the value that all parties—clients, employees, and the company—derive from the relationship. This includes tangible benefits like productivity, growth, and profit, as well as emotional benefits such as enjoyment, inspiration, and personal growth. The challenge lies in balancing different motivations and needs to create mutually beneficial relationships. 
-
-Benefit trust is about establishing why an organization or individual can be trusted to offer substantial benefits in their relationships. This concept emphasizes the value of engagement, highlighting both tangible and emotional benefits. It includes showcasing unique approaches to balancing different needs, being proactive, and ensuring a mutually beneficial relationship. 
-
-### Guiding Principles and Objective for Benefit Trust
-
-To effectively apply this prompt, gather specific, detailed information from a variety of sources, excluding aspects like sustainability and employee benefits. Look for the following types of information: 
-
-1. **Operational and Technical Benefits:** 
-Examples include cost savings, efficiency improvements, and technical advantages that clients receive from the relationship. 
-
-2. **Client Growth and Benefits:** 
-Focus on how the organization helps clients grow, expand their capabilities, or achieve their goals. 
-
-3. **Proactive Initiatives:** 
-Highlight any initiatives that show the organization goes beyond just responding to needs, bringing innovative and stimulating ideas to the relationship. 
-
-4. **Balance of Expertise and Enjoyment:** 
-Look for examples where the organization balances delivering high-quality expertise with creating an enjoyable working relationship. 
-
-5. **Unique Methodologies:** 
-Identify any unique approaches or methodologies the organization uses to continuously improve and provide value. 
-
-Use the gathered details to create compelling marketing copy that emphasizes the organization's benefit trust. Highlight aspects such as value to clients, team growth, proactivity, and unique approaches to showcase the organization’s commitment to delivering both tangible and emotional benefits. 
-
-### Keywords related to Benefit Trust
-- Succeed
-- Progress
-- Grow
-- Win
-- Benefit
-- Value
-- Share
-
-### Questions to ask related to Benefit Trust
-- What value do clients get from you? Operational, technical or human?
-- How do you help the team to grow? On a global or regional level, what benefit does that provide?
-- Have you considered other aspects like being proactive (rather than responsive)? Fun, stimulation, new ideas,
-clarity, re-evaluation?
-
-### Examples related to Benefit Trust
-- Enjoying working with us is as important as the technical expertise, because the best outcomes are achieved if both are in balance.
-- Unparalleled access to connections/opportunities/insights.
-- Our unique ‘value mash’ approach ensures we continuously improve the quality while working at the best possible efficiency.
-
-### Related proof points for companies and organizations related to Benefit Trust
-- Value for money.
-- Cheaper.
-- Better quality.
-- Better service.
-- Fast.
-- New ideas.
-- See new opportunities and seize them.
-- Progress faster.
-- My career progresses with them.
-- Not just the product, but the whole process around it.
-- Global access. 
-- 24/7
-- Certainty.
-- Team depth I can seize on.
-- Can do everything online.
-- Inspires me to do more.
-- I can access them by phone, online and ins store.
-- Close by.
-- Achieved 20% growth with them.
-- My margins went up by 50% in one year.
-- My sales increased right away.
-- I achieved transformational results.
-- I got promoted because of them.
-- I get great employee benefits like gym and health care.
-- They pay me well and I can get a great bonus.
-- The team invigorates me every day.
-- I have good friends at work and so it’s not just work, but play combined.
-- They helped me instantly.
-- They pay out more claims than the others.
-- They have the best doctors.
-- With them I get access to the latest offers.
-- They regularly have discounts.
-- The returns are easy.
-- They have a money back guarantee.
-- Their network is extensive and fast.
-- It’s fun to work with them.
-- In a day of meetings and stress, it’s a delight to deal with them.
-- They bring happiness into my everyday life.
-- They alleviate some of my stresses.
-- They give me courage and confidence.
-- If my child has a well ironed uniform shirt, I feel she can be more confident.
-- I feel I care well with this product.
-- Be healthy.
-- Have abundant energy.
-- More alert.
-- A great taste sensation.
-- It’s the whole atmosphere that makes it.
-- The staff just heighten the experience.
-- I feel more relaxed.
-
-
-## Vision/Values Trust
-
-### Definition of Vision/Values Trust
-
-Vision trust or values trust is about understanding and believing in an organization's bigger vision, mission, and values. This focuses on the organization’s purpose and role in society rather than just its business goals. The core questions are: "What kind of vision and values can I trust you for, and how do they manifest themselves?" A clear and appealing vision, combined with strong values, encourages trust and action. Organizations need to demonstrate their challenging direction, ambitions, and the impact of their vision on society. 
-
-### Guiding Principles and Objective for Vision/Values Trust
-
-Gather specific, detailed information from a variety of sources to highlight why an organization can be trusted for its vision and values. Look for the following types of information: 
-
-1. **Clear Vision and Inspirational Leadership:** 
-Examples of the organization’s vision for the future and how it inspires trust and action within the community. 
-
-2. **Commitment to Strong Values:** 
-Specific values the organization upholds and how they guide its actions and decisions. 
-
-3. **Manifestation of Vision and Values:** 
-Programs, activities, and initiatives that demonstrate the organization’s commitment to its vision and values. 
-
-4. **Role in Society and Community Impact:** 
-Examples of how the organization contributes to the broader community through sponsorships, support programs, volunteering, and philanthropy. 
-
-Use the gathered details to create compelling marketing copy that emphasizes the organization’s vision and values trust. Highlight aspects such as clear vision, strong values, manifestation of vision and values, and the organization’s role in society to showcase its commitment to delivering both tangible and emotional benefits to the community. 
-
-### Keywords related to Vision/Values Trust
-- Values
-- Pro bono
-- Volunteering
-- Supporting
-- Participating
-- Charity
-- Philanthropy
-- Serve
-
-### Questions to ask related to Vision/Values Trust
-- What causes do your firm/team/you support and how?
-- Why do you espouse those values and causes?
-- Why are you in this business? How does this connect with your values?
-
-### Examples related to Vision/Values Trust
-- John serves on the board of Youth Hand Up and personally mentors disadvantaged youths.
-- Robert is an avid guitar player and supports the XYZ festival.
-- Having grown up in a family that strongly emphasised XYZ, today Chris is the backbone of the cause.
-- As a firm, we support ABC. In our practice we specifically support XYZ.
-
-### Proof points for companies or organizations related to Vision/Values Trust
-- We exist to provide children with a life in all its fullness.
-- We help children and their communities in the most remote and dangerous places.
-- To help the children and communities to get the education that lifts them out of poerty we go where ithers don’t dare to go. 
-- We go to the greatest heights and into the furthest corner of the world to helpt hose in need.
-- To live their best life, no matter what the condition, stage, or age.
-- For justice.
-- We are the leaders in ESG and help clients to create a more sustainable future.
-- We help you to shape your world.
-- We help to create a world with more trust.
-- With trust-ability we help to create a win/win for customers and companies.
-- A more connected world.
-- We constantly invest into our network to make sure you are better and better connected with your network.
-- We exist to make our consumers’ lives better or healthier and happier.
-- Bringing the world the best f entertainment.
-- See you flourish.
-- Work over 200,000 hours per year pro bono – that 100 man years every year.
-- We support The Smith Family and the homeless.
-- Our staff get extra time to work every year 4 days for charity.
-- In our work giving program we match our staff donations to heir favourite charities.
-- With our work we provide 200,000 people and their families with the income they need to live a good life.
-- We audit our supply chain for environmental impact and human impact like avoiding slave labour, fair wages and as little a footprint as possible.
-- We commit our suppliers to reduce their footprint and to sign up to modern slavery prevention.
-- 10 cents of every purchase goes to a good cause.
-- 3% of your profits go back into our community and we invest another 5% that benefits our community in the long run.
-
-### Proof points for individuals related to Vision/Values Trust
-- I support World Vision, Plan and The Salvation Army.
-- I donate 10% of my income.
-- I am very involved in my community. School, Kindergarten, helping my neighbours.
-- I am the chair of the War Widow’s Guild.
-- I am on the board of the Red Cross.
-- I coach basketball. That’s my volunteering.
-- I volunteer at a homeless kitchen.
-- I do pick up rubbish when I see it. It’s a small thing, but if we all did it, our environment would be much cleaner.
-
-
-## Competence Trust
-
-### Definition of Competence Trust
-
-Competence trust addresses the question, "What competencies can I trust you to have to fulfill your vision and succeed?" This includes the tools, equipment, skills, and staying power necessary to realize a vision. Competence trust anchors an organization in reality, ensuring that it has the capabilities to achieve its goals. The focus is on identifying and showcasing the techniques, skills, and competences that the organization and its team possess, and how these manifest in their work. Additionally, it involves recognizing the competencies credited to customers and how the organization helps them manage their lives, providing added value. 
-
-Competence trust involves demonstrating why an organization can be trusted for its relevant competencies. These competencies are not just functional or specific to the field but also include skills that impact performance and quality in broader ways. Examples include technical expertise, creative competencies, people understanding, and the ability to synthesize information. It's essential to connect these competencies to the organization's functional expertise, showing how they enhance performance and contribute to achieving the vision. 
-
-### Guiding Principles and Objective for Competence Trust
-
-Gather specific, detailed information that highlights why an organization can be trusted for its competencies. Look for the following types of information: 
-
-1. **Technical and Functional Expertise:** 
-Examples of specific technical skills, tools, and methodologies the organization uses to achieve its goals. 
-
-2. **High-Calibre Projects and Clients:** 
-Details about high-profile, landmark projects the organization has completed and the calibre of clients it works with. 
-
-3. **Awards and Recognitions:** 
-Information about awards, recognitions, and certifications that demonstrate the organization’s competence. 
-
-4. **Publications and Speaking Engagements:** 
-Look for examples of publications, speaking engagements, and panel invitations that showcase the organization’s expertise. 
-
-5. **Creative and Personal Competencies:** 
-Examples of non-technical skills, such as creativity, people understanding, and synthesis, and how they enhance the organization’s performance. 
-
-6. **Collaborative Excellence:** 
-Evidence of how different talents within the organization work together seamlessly to achieve common goals, enhancing innovation, efficiency, and overall performance. 
-
-7. **Collaborative Excellence:** 
-Evaluate how well different talents within the organization work together seamlessly to achieve common goals. Look for examples of interdisciplinary collaboration that enhances innovation, efficiency, and overall performance. 
-
-Use the gathered details to create compelling marketing copy that emphasizes the organization’s competence trust. Highlight aspects such as technical expertise, high-profile projects, awards, creative competencies, collaborative excellence, and the contributions of team members and colleagues to showcase the organization’s commitment to delivering high-quality, reliable, and innovative solutions. 
-
-### Keywords related to Competence Trust
-- Expertise
-- Calibre
-- Understanding
-- Synthesising
-- Know how/who
-- Sought after
-- Creativity
-- People understanding
-
-### Questions to ask related to Competence Trust
-- What competencies do you (and your team/firm) have? Think beyond the technical.
-- Publications, speaking, presenting, panel invites.
-- What qualities have you honed from growing up?
-- What awards have you won?
-- What high-profile landmark projects have you done and what calibre of clients do you work with?
-- Don’t forget your team and colleagues. Their competence trust can be equally important.
-
-### Examples related to Competence Trust
-- I have grown up in a family of entrepreneurs and thus inherently know the business imperative.
-- In many of our projects the ability to read and navigate politics is as important as the technical expertise.
-- We have won XYZ awards 5 years in a row.
-- I lecture on ABC at XYZ University. While sharing my expertise, it also keeps me up to date with the latest trends.
-
-### Proof points for companies or organizations related to Competence Trust
-- We bring together an amazing array of expertise to aderss the root causes of poverty. From agriculture, to sociologists to livelihood and entrepreneurship.
-- Our systems are fully integrated.
-- We have experts in 57 offices in 40 countries.
-- We understand our customers.
-- We speak your language.
-- Top global legal advice.
-- Develop the most delicious flavours.
-- A very creative organisation.
-- Bring the most diverse skills together to achieve the exceptional.
-- Make things amazing.
-- Resolve issues fast.
-- Be able to help our clients navigate internal and external politics.
-- Being able to consider all perspective to provide customers with the best solutions.
-- Take a holistic view of your customers to provide them with the best solution or them.
-- We know what’s ahead for our customers and therefore provide ethe best recommendations.
-- Nutritious and flavoursome.
-- Have won many industry awards.
-- Get asked to present at conferences.
-- Able to take on the biggest jobs.
-- Rally people together.
-- Ahead in technology.
-- Access to the finest minds.
-- The money to get it done.
-
-### Proof points for individuals related to Competence Trust
-- My mum is a creative ceramicist and I have picked up that creativity and bring it into my job here.
-- I have played in a band all my life. That teaches you to be in tune with others and to achieve together.
-- Great team Player.
-- Ability to synthesize quickly.
-- Break complex things down to simple steps.
-- I have joined the tenant board – not to be bored, but to learn how the politics are played. That will help me in my job.
-- Make the complex simple.
-- I am very organised.
-- I can envision things.
+# The Six Buckets of Trust®
+
+## Overview
+
+Our **TrustLogic®** approach conceptualizes trust as comprising six fundamental dimensions, which we refer to as **The Six Buckets of Trust®**. Each bucket represents a different reason why a person trusts an organization, product, or individual. These reasons are called **TrustBuilders®**, **trust builders**, or **proof points**. To build trust effectively, these buckets need to be "filled" with specific TrustBuilders® that provide compelling reasons for trust.
+
+The Six Buckets of Trust® are:
+
+1. **Stability Trust**
+2. **Development Trust**
+3. **Relationship Trust**
+4. **Benefit Trust**
+5. **Vision/Values Trust**
+6. **Competence Trust**
+
+Below is a detailed description of each bucket, along with guiding principles, keywords, questions to consider, examples, and proof points to help you identify and articulate TrustBuilders® for each dimension.
+
+---
+
+## 1. Stability Trust
+
+### **Description**
+
+Stability Trust is about establishing a strong and stable foundation. It answers the questions:
+
+- **Why can I trust that the organization/product/person has built a strong and stable foundation?**
+- **What have they achieved in the past?**
+
+This dimension emphasizes continuity, longevity, size, past achievements, and recognizable projects or clients. It makes the audience feel that the organization is rock-solid and reliable.
+
+### **Guiding Principles**
+
+- **Longevity**: Highlight how long the organization has been around, including founding dates and significant milestones.
+- **Size and Reach**: Mention the geographic footprint, number of employees, customer base, and financial turnover.
+- **Achievements**: Showcase notable projects, awards, recognitions, and significant accomplishments.
+- **Reputable Associations**: List well-known clients, partnerships, and long-term relationships.
+- **Background Story**: Share the founding story, the founder's background, and the organization's growth over time.
+
+### **Keywords**
+
+- Track record
+- Longevity
+- Size
+- Stability
+- Experience
+- Established
+- Heritage
+
+### **Questions to Consider**
+
+- How long have you been around?
+- What is your track record?
+- What significant successes have you achieved?
+- Who are your notable clients or partners?
+- What is your company size and reach?
+
+### **Examples**
+
+- "We have been serving our customers for over **140 years**, navigating even the most challenging times."
+- "Our team comprises over **12,000 employees** globally and **532 locally**."
+- "We have longstanding relationships with industry leaders like **Microsoft**, spanning over **three decades**."
+
+### **TrustBuilders**
+
+- Over **180 years old** with roots dating back to **1764**.
+- Operating in **100 countries** with more than **15,000 employees**.
+- Serving a customer base of over **57 governments** and the **European Union**.
+- Received numerous industry awards and recognitions.
+
+---
+
+## 2. Development Trust
+
+### **Description**
+
+Development Trust focuses on why an organization can be trusted to evolve, lead, and remain relevant in the future. It emphasizes adaptability, innovation, and forward-thinking actions.
+
+### **Guiding Principles**
+
+- **Investment in the Future**: Highlight investments in technology, research and development, and training.
+- **Innovative Projects**: Showcase pilot programs and cutting-edge initiatives.
+- **Thought Leadership**: Mention participation in shaping industry standards, conferences, and collaborations with academic institutions.
+- **Attitude Towards Change**: Emphasize curiosity, ambition, and foresight.
+- **Organizational Evolution**: Share plans for future growth and any structural changes to meet future needs.
+
+### **Keywords**
+
+- Innovation
+- Investment
+- Future-focused
+- Cutting-edge
+- Leadership
+- Growth
+- Ambition
+
+### **Questions to Consider**
+
+- What does your organization invest in for future success?
+- How do you stay at the forefront of industry developments?
+- Are you involved in shaping future policies or guidelines?
+- What is your attitude towards change and innovation?
+
+### **Examples**
+
+- "We invest **$50 million annually** into innovation and research."
+- "Our team registers over **500 patents every year**."
+- "We have a clear growth strategy and a pipeline of product updates scheduled for the next several years."
+
+### **TrustBuilders**
+
+- Pioneers in **AI** and **biotechnology**.
+- Partnerships with leading universities and research bodies.
+- Continuous investment in staff training, with each employee receiving at least **30 days of training per year**.
+- Implementation of radical change programs to meet future client needs.
+
+---
+
+## 3. Relationship Trust
+
+### **Description**
+
+Relationship Trust is about demonstrating why an organization can be trusted to relate well to people like the audience. It focuses on the quality of relationships, empathy, and investment in stakeholders' well-being.
+
+### **Guiding Principles**
+
+- **Empathy and Sensitivity**: Show how you understand and care about your clients' needs.
+- **Active Engagement**: Highlight programs that encourage communication and feedback.
+- **Support and Investment**: Describe how you invest in relationships with customers, employees, and the community.
+- **Social Awareness**: Emphasize inclusivity, diversity, and social responsibility initiatives.
+
+### **Keywords**
+
+- Collaboration
+- Support
+- Empathy
+- Engagement
+- Customer-focused
+- Community
+- Partnership
+
+### **Questions to Consider**
+
+- What quality of relationship do you want to be trusted for?
+- How do you go above and beyond for your clients?
+- What activities do you engage in with your clients beyond immediate work?
+- How do you demonstrate appreciation and value for your stakeholders?
+
+### **Examples**
+
+- "We have won **customer service awards** three times in a row."
+- "Our CEO personally calls **ten customers every week** to stay in tune with their needs."
+- "Many of our clients have become personal friends over time."
+
+### **TrustBuilders**
+
+- Implemented customer councils and stakeholder engagement programs.
+- Introduced enhanced employee benefits like parental leave and wellness programs.
+- Invested **$10 million** in improving customer service operations last year.
+- Regularly host community events and surprise initiatives for clients.
+
+---
+
+## 4. Benefit Trust
+
+### **Description**
+
+Benefit Trust addresses what value or benefit the audience gains from the relationship. This includes both functional benefits (like savings, efficiency, or growth) and emotional benefits (like enjoyment, inspiration, or confidence).
+
+### **Guiding Principles**
+
+- **Functional Value**: Highlight tangible benefits such as cost savings, quality improvements, and efficiency gains.
+- **Emotional Value**: Emphasize how working with you brings satisfaction, inspiration, or peace of mind.
+- **Outcome Benefits**: Showcase results achieved, such as increased sales, growth, or personal advancement.
+- **Unique Approaches**: Describe unique methodologies or practices that enhance the value provided.
+
+### **Keywords**
+
+- Value
+- Benefit
+- Growth
+- Success
+- Advantage
+- Efficiency
+- Satisfaction
+
+### **Questions to Consider**
+
+- What functional value do clients receive from you?
+- How do you help clients achieve their goals or overcome challenges?
+- What emotional benefits do clients experience when working with you?
+- How do you provide a unique or superior experience compared to others?
+
+### **Examples**
+
+- "Our innovative solutions have helped clients achieve **20% growth** in revenue."
+- "We offer unparalleled access to **industry insights** and opportunities."
+- "Working with us is both productive and enjoyable, ensuring the best outcomes."
+
+### **TrustBuilders**
+
+- Achieved transformational results for clients, leading to promotions and business growth.
+- Provided cost-effective solutions without compromising on quality.
+- Developed a unique 'value mash' approach for continuous improvement.
+- Received high customer satisfaction ratings and repeat business.
+
+---
+
+## 5. Vision Trust
+
+### **Description**
+
+Vision Trust is about believing in the organization's bigger vision, mission, and values. It emphasizes the organization's purpose, contributions to the common good, and alignment with societal values.
+
+### **Guiding Principles**
+
+- **Clear Vision**: Articulate a compelling vision that inspires trust and action.
+- **Strong Values**: Highlight core values and how they guide decisions and actions.
+- **Manifestation of Values**: Provide examples of programs or initiatives that demonstrate commitment to these values.
+- **Community Impact**: Showcase contributions to society through philanthropy, volunteering, and social responsibility.
+
+### **Keywords**
+
+- Vision
+- Values
+- Mission
+- Purpose
+- Community
+- Impact
+- Integrity
+
+### **Questions to Consider**
+
+- What causes or missions does your organization support?
+- How do your values influence your business practices?
+- Why are you in this business, and how does it connect with your values?
+- How do you contribute to the common good?
+
+### **Examples**
+
+- "We exist to empower communities and improve lives worldwide."
+- "Our team dedicates over **200,000 hours annually** to pro bono work."
+- "We are committed to environmental sustainability and ethical practices."
+
+### **TrustBuilders **
+
+- Supported charitable organizations like **The Smith Family** and **Red Cross**.
+- Implemented sustainable supply chain practices to reduce environmental impact.
+- Matched employee donations to their favorite charities.
+- Invested a percentage of profits back into community development programs.
+
+---
+
+## 6. Competence Trust
+
+### **Description**
+
+Competence Trust focuses on the organization's skills, expertise, and abilities to succeed and fulfill its vision. It includes both technical competencies and qualities like creativity, problem-solving, and people understanding.
+
+### **Guiding Principles**
+
+- **Technical Expertise**: Highlight specific skills, tools, and methodologies.
+- **Awards and Recognitions**: Mention accolades that demonstrate competence.
+- **Thought Leadership**: Include publications, speaking engagements, and contributions to industry knowledge.
+- **Creative and Personal Skills**: Emphasize non-technical skills that enhance performance.
+- **Collaborative Excellence**: Showcase teamwork and the integration of diverse talents.
+
+### **Keywords**
+
+- Expertise
+- Skills
+- Innovation
+- Excellence
+- Knowledge
+- Capability
+- Proficiency
+
+### **Questions to Consider**
+
+- What are your core competencies and areas of expertise?
+- What awards or recognitions have you received?
+- How do your personal qualities enhance your professional capabilities?
+- How does your team collaborate to achieve success?
+
+### **Examples**
+
+- "Our engineers have developed patented technologies leading the industry."
+- "We have won the **XYZ Award for Excellence** five years in a row."
+- "Our team's diverse skills enable us to tackle complex challenges effectively."
+
+### **TrustBuilders**
+
+- Staff members present at international conferences and publish in leading journals.
+- Completed high-profile projects for top-tier clients.
+- Maintained certifications and accreditations in key areas of expertise.
+- Cultivated a culture of continuous learning and innovation.
+
+---
+
+## Applying the Six Buckets of Trust®
+
+To build trust effectively, consider integrating elements from all six buckets to create a compelling and interconnected narrative. Here are some guiding principles:
+
+- **Interconnectedness**: The buckets can be used in any order and woven together to tell a cohesive story.
+- **Specificity**: Use detailed and specific TrustBuilders® with relevant names, numbers, programs, and actions.
+- **Holistic Approach**: Combine technical competencies with qualities and values to present a well-rounded picture.
+
+### **Examples of Interconnected Trust Narratives**
+
+- **Stability and Development Trust**: "With over **200 years** of continuous success (**Stability Trust**) and **1,000 new patents every year** (**Development Trust**), we are poised to continue providing you with the best solutions."
+- **Relationship and Benefit Trust**: "We inspire your team through collaborative workshops (**Relationship Trust**), offering new ideas that drive growth (**Benefit Trust**) to help your business thrive."
+
+---
+
+## Creating Your Own TrustBuilders®
+
+When identifying your own TrustBuilders®, consider the questions and examples provided for each bucket. Reflect on your organization's unique strengths, achievements, and values to craft a trust story that resonates with your audience.
+
+### **Prompter Questions for Each Trust Bucket**
+
+If you need help finding your own TrustBuilders®, here are some prompter questions:
+
+**Stability Trust**
+
+- What is your company's track record?
+- How long have you been established?
+- What significant successes have you achieved?
+
+**Development Trust**
+
+- How do you invest in future growth and innovation?
+- Are you involved in shaping industry trends or policies?
+- What is your approach to embracing change?
+
+**Relationship Trust**
+
+- How do you build strong relationships with your clients or stakeholders?
+- What activities do you engage in beyond immediate work?
+- How do you show appreciation and support?
+
+**Benefit Trust**
+
+- What tangible benefits do you provide to your clients?
+- How do you help clients achieve their goals?
+- What unique value propositions do you offer?
+
+**Vision/Values Trust**
+
+- What is your organization's mission and vision?
+- How do your values influence your operations?
+- How do you contribute to the community or society at large?
+
+**Competence Trust**
+
+- What are your areas of expertise?
+- What recognitions or awards have you received?
+- How do your team's skills contribute to success?
+
+---
+**Volkswagen**
+
+##Top scoring Trust statements for each trust statements **Volkswagen**
+
+## Volkswagen Customers: TrustBuilders® and Percentages
+
+### **Relationship Trust**
+
+| TrustBuilders®                                                                                                                        | %   |
+|---------------------------------------------------------------------------------------------------------------------------------------|-----|
+| From everyday to luxury, we offer customers amazing brands and models including Volkswagen, ŠKODA, SEAT, CUPRA, Audi, Lamborghini, Bentley, Porsche, and Ducati. | 25  |
+| We work continuously with our customers to understand their needs and desires.                                                       | 25  |
+| At any stage, we train over 15,000 apprentices.                                                                                      | 17  |
+| We have strong succession planning and nurture our best talent globally.                                                             | 16  |
+| We are at the forefront of technology to deliver better cars and driving experiences.                                                | 15  |
+| We have learned from our mistakes in the Diesel Affair and we have made fundamental changes.                                         | 14  |
+| We bring together the world's best talent in many disciplines to create your cars.                                                  | 13  |
+
+---
+
+### **Stability Trust**
+
+| TrustBuilders®                                                                                           | %   |
+|----------------------------------------------------------------------------------------------------------|-----|
+| We are at the forefront of technology to deliver better cars and driving experiences.                    | 25  |
+| At every level, we offer our customers great value for money cars through our brands ranging from Porsche to ŠKODA. | 20  |
+| We strongly focus on keeping and nurturing our team and have a 99.5% retention rate.                     | 17  |
+| Oliver Blume, our group CEO, started with Audi in 1994, became the CEO for Porsche in 2015, and our Group CEO in 2022. | 14  |
+| Employ almost 700,000 people and provide over 1.8 million families with work.                            | 13  |
+| Produce almost 9 million cars per year.                                                                  | 11  |
+
+---
+
+### **Development Trust**
+
+| TrustBuilders®                                                                                         | %   |
+|--------------------------------------------------------------------------------------------------------|-----|
+| We bring together the world's best talent in many disciplines to create your cars.                    | 25  |
+| Building great and affordable cars is our foundation.                                                 | 22  |
+| Our beginnings are a unique combination of investors and unions, and today 9 of our 20 board members are staff representatives. | 18  |
+| Produce almost 9 million cars per year.                                                               | 17  |
+| Our brands are ranked No. 2 and 5 in the reliability rankings.                                        | 9   |
+| We offer 22 weeks of paid parental leave, special leave for miscarriages and stillbirths, and a 'Career with Children' project. | 8   |
+
+---
+
+### **Benefit Trust**
+
+| TrustBuilders®                                                                           | %   |
+|------------------------------------------------------------------------------------------|-----|
+| We bring together the world's best talent in many disciplines to create your cars.       | 23  |
+| We strongly focus on keeping and nurturing our team and have a 99.5% retention rate.     | 18  |
+| Employees are provided with extensive continuous training.                               | 16  |
+| We have learned from our mistakes in the Diesel Affair and we have made fundamental changes. | 16  |
+| We spend over €15 billion a year on research & development.                              | 14  |
+| According to Auto Institute 2022, we are the most innovative car company.                | 14  |
+
+---
+
+### **Vision Trust**
+
+| TrustBuilders®                                                                                                  | %   |
+|-----------------------------------------------------------------------------------------------------------------|-----|
+| Our brands are ranked No. 2 and 5 in the reliability rankings.                                                  | 27  |
+| Our technology and manufacturing capabilities are second to none.                                               | 22  |
+| Produce almost 9 million cars per year.                                                                         | 15  |
+| Every year, we are granted well over 2,000 new patents.                                                         | 15  |
+| At the heart of our decision-making is the long-term quality of life for all of us.                             | 11  |
+| From everyday to luxury, we offer customers amazing brands and models including Volkswagen, ŠKODA, SEAT, CUPRA, Audi, Lamborghini, Bentley, Porsche, and Ducati. | 10  |
+
+---
+
+### **Competence Trust**
+
+| TrustBuilders®                                                                      | %   |
+|-------------------------------------------------------------------------------------|-----|
+| We work continuously with our customers to understand their needs and desires.      | 20  |
+| We bring together the world's best talent in many disciplines to create your cars.  | 19  |
+| We are one of the longest-established car companies.                                | 17  |
+| Building great and affordable cars is our foundation.                               | 16  |
+| In every discipline, we are creative at heart because that's how the future is being shaped. | 15  |
+
+---
+
+## Volkswagen Prospects: TrustBuilders® and Percentages
+
+### **Relationship Trust**
+
+| TrustBuilders®                                                                                         | %   |
+|--------------------------------------------------------------------------------------------------------|-----|
+| Our beginnings are a unique combination of investors and unions, and today 9 of our 20 board members are staff representatives. | 17  |
+| Employees are provided with extensive continuous training.                                             | 15  |
+| Produce almost 9 million cars per year.                                                               | 14  |
+| We offer 22 weeks of paid parental leave, special leave for miscarriages and stillbirths, and a 'Career with Children' project. | 12  |
+
+---
+
+### **Benefit Trust**
+
+| TrustBuilders®                                                                                           | %   |
+|----------------------------------------------------------------------------------------------------------|-----|
+| Oliver Blume, our group CEO, started with Audi in 1994, became the CEO for Porsche in 2015, and our Group CEO in 2022. | 20  |
+| According to Auto Institute 2022, we are the most innovative car company.                               | 19  |
+| We are at the forefront of technology to deliver better cars and driving experiences.                    | 18  |
+| Produce almost 9 million cars per year.                                                                 | 16  |
+| We have a clear 'Way to Zero Emissions' roadmap for the next decades.                                   | 15  |
+| Building great and affordable cars is our foundation.                                                  | 12  |
+
+---
+
+### **Vision Trust**
+
+| TrustBuilders®                                                                                     | %   |
+|----------------------------------------------------------------------------------------------------|-----|
+| Our technology and manufacturing capabilities are second to none.                                  | 22  |
+| We put a lot of emphasis on the interior experience, and two of our cars have been ranked in the top 10. | 21  |
+| At every level, we offer our customers great value for money cars through our brands ranging from Porsche to ŠKODA. | 17  |
+| We are at the forefront of technology to deliver better cars and driving experiences.              | 15  |
+| Our Compass 2.0 Program aims to progress diversity and inclusion even further.                     | 15  |
+| We are one of the longest-established car companies.                                               | 11  |
+
+---
+
+### **Competence Trust**
+
+| TrustBuilders®                                                                                       | %   |
+|------------------------------------------------------------------------------------------------------|-----|
+| At the heart of our decision-making is the long-term quality of life for all of us.                  | 20  |
+| We put a lot of emphasis on the interior experience, and two of our cars have been ranked in the top 10. | 19  |
+| We are one of the longest-established car companies.                                                | 18  |
+| Our technology and manufacturing capabilities are second to none.                                   | 16  |
+| Our employees and Volkswagen support refugees in many countries.                                    | 14  |
+| Building great and affordable cars is our foundation.          
+