Jerry Fletcher

2 years ago · 2 min. reading time · ~10 ·

Jerry blog
Consultant Marketing Doveryay, no Proveryay

Consultant Marketing Doveryay, no Proveryay



4 A Different Slant
Jim  sent me a link.

It was for an article in the New York Times. In it the writer, Bret Stephens summed up his concerns under this headline: Donald Trump and the Damage Done

The key

As Mr Stephens put it, “Trump was a corrosive. What he mainly corroded was social trust — the most important element in any successful society.” Near the end of the article he noted why Trust was his choice in explaining his views. He quoted from an article written by Statesman George Shultz published in the Washington Post on the occasion of his 100th birthday:

“When trust was in the room, whatever room that was — the family room, the schoolroom, the locker room, the office room, the government room or the military room — good things happened. When trust was not in the room, good things did not happen. Everything else is details.”

George Shultz

Consider that simple but powerful observation from a Marine who came back from the Pacific theater and served in 4 different cabinet posts for three US presidents.

Trust is the coin of the realm

Not my words, his. An elegant summary to a century of observation:

  • As a child he came from a loving home where Trust was a constant.
    Did you learn Trust at your parents’ knees?
  • As a Marine he lost the man he trusted with his life, his sergeant. Those of us who have served know the bonds of battle. Like George they inform our views for the rest of our lives.
  • As a graduate student he observed how a union negotiator could get labor and management on the same page by building Trust. Have you thought about how giving a little, seeing the other sides perspective, trusting just a little? It can make great things happen.
  • Throughout his career in government he saw that genuine empathy is essential in establishing solid, trusting relationships. Can you get into the other side’s mindset? Can you make them understand that you, too, have experienced events that are like theirs?
  • As Secretary of State he was responsible for the treaty with Russia helping eliminate intermediate-range Nuclear weapons. He gave the credit for that to President Reagan noting that the President had nurtured a trusting relationship with Soviet General Secretary Mikhail Gorbachev and that Reagan’s approach: Trust but Verify increased trust and in doing so made verification easier.

Doveryay, no proveryay

That is Trust but Verify in Russian. It seems that it is an old Russian Maxim which President Reagan discovered in conversation with Mr. Gorbachev. They chuckled over this application of Russian words expressed by an American President (with apologies for his pronunciation) when they were signing the treaty.

Trust is the coin of the realm.

With Trust we can conquer anything. My hope is that in the coming year we can use Trust to:

  • Eliminate Covid 19 across the earth
  • Stop the insidious growth of fascism and replace it with democracy
  • Craft a cure for racism, establish equal justice and the rule of law

Tell the story

Trust doesn’t happen in a vacuum. Telling a story helps make your case in a way that no abstraction can: A story builds an emotional bond, and emotional bonds build trust.

Craft your story to build trust carefully. Make sure if is from your heart. People can tell if you are trying to fool them because it is human nature to Trust but Verify.

And so it goes

Jerry Fletther


Jerry Fletcher is a sought-after International Speaker, a beBee ambassador, founder and CEO of Z-axis Marketing, Inc. See Jerry’s new speaker demo reel.

His consulting practice, founded in 1990, is known for on and off-line Trust-based Consultant Marketing advice that builds businesses, brands and lives of joy.



Jim Murray

2 years ago #2

Nice piece Jerry. You can tell it's good because I have nothing to say because I agree with everything.

Ken Boddie

2 years ago #1

It seems to me, Jerry, that trust can be like my favourite coffee, as long as it stays strong and sweet, but, unlike coffee, it doesn’t come with refills.

Articles from Jerry Fletcher

View blog
1 year ago · 5 min. reading time

.“I put all this time and money into SEO and I’m still not getting any new business!” · It is not an ...

8 months ago · 1 min. reading time

Two days ago I arrived home following a “routine” knee replacement surgery. · t hat was after the ex ...

11 months ago · 2 min. reading time

Every marketing conversation I have with a consultant sooner or later gets around to their website. ...

Related professionals

You may be interested in these jobs

  • PwC

    Oracle Data

    Found in: Jooble US - 3 days ago

    PwC Fort Worth, TX Full time

    Job Title Oracle Data & Analytics - Manager Job Category Oracle Consulting Level Manager Specialty/Competency Oracle Job Type Regular Time Type Full time Travel Requirements Up to 40% Job ID 378818WD Location(s) NC-Raleigh, NC-Charlotte, IL-Chicago, OH-Cincinnati, O ...

  • GPAC

    Agronomy Manager

    Found in: Jooble US - 5 days ago

    GPAC Oneonta, NY

    We are currently searching for an Agronomy Manager for a leading Agriculture organization. This is a great opportunity with amazing benefits and room for growth Alongside having a strong operations and production background, some of the other main attributes that they are looki ...

  • Larson Design Group

    Sr. Structural Engineer

    Found in: beBee S2 US - 1 day ago

    Larson Design Group Phoenix Full time

    About Us · Larson Design Group (LDG) is an award-winning, employee-owned Architecture, Engineering, and Consulting Firm. Guided by our core values, we're expanding our team, opening new offices, and adding new offerings to provide responsive, innovative solutions to clients nati ...