Let's say you're interested in a book you aren't familiar with- , for example. Before you buy it, you wonder, "Can I this author?" Can you trust that their book will be worth your money and your time? The author, in turn, tries to their trustworthiness in a number of ways: These are examples of , the points of evidence that individuals, companies, and brands use to win one another's trust. Mastering these signals is the single best way to build, grow, and protect your brand in today's post-truth world-where trust is the most precious commodity of all.