“Trust cannot, in the real world, be just a matter of personal choice.”

“When something is as fundamental as trust the danger is that everyone thinks they understand what it is and therefore fail to define it.”

“There is a fine line deep within the mind that makes self-belief and confidence, the defining elements of success and failure in any circumstance. How we learn to activate them without running the risk of lying to ourselves is the key that unlocks the superhuman lying dormant within us.”

“Evolution has geared the human stress response to last about thirty seconds. It's enough time to facilitate fight or flight. Evolution has not adapted our brains or bodies to handle weeks or months of prolonged stress.”

“The brain works in a holistic, cooperative way that makes our basest desire or most abject fear as expressive of who we are as abstract thinking of the highest order. That means that we are all equal part snakes, monkeys, and spacemen.”

“Our insecurities drive us. Our fears control us. We try to hide the first and deny the second and it is exhausting us.”

“Confidence, even when under pressure, has a way of turning an impossible situation into just another challenge to be met.”

“When it comes to identity we are all constructs. Who we think we are is the result of our upbringing, memories, skill set, knowledge, experiences and personal belief system. Of all the onion layers that make us who we are, our belief system is what powers our core. It’s what creates the essence of a human being and makes it possible for each of us to exceed our limits, confound expectations and do the impossible.”

“without the mind the body is not capable of delivering anything beyond an average performance.”

“The presence of Knowledge Based Trust in organizations gives rise to a high level of interpersonal trust amongst their members and creates cohesive units out of a loose bunch of people.”

“Familiarity with the brand requires some experience of it (via advertising, word of mouth, internet publicity), Confidence comes with the perception of competence in the brand itself (which is why new brands really need to work hard for people to experience them first) and Trustworthiness refers to the sense of whether the brand is going to live up to its promise of reliability for the price paid.”