Martha Rogers, PhD, one of the world’s leading experts on customer-focused business strategies, once invested $1000 with a friend who had become a financial planner. Her friend promptly lost $700 of it in bad investments. Rogers says after the loss, she still loved her friend and trusted her integrity, but she didn’t trust her competence. “I would no longer trust her with my money,” she says. The experience highlights the vital role of trust in finance. “It’s huge,” Roger says. “It’s your money. This matters! In many cases it’s your future.” But, more importantly, it highlights the complicated nature of...