teacher-learner role of CEO, 84
Travis, Daryl, 53
trust: company example of, 161-162, 166-167; conflict's effect on, 124; with customers, 7-8; definition of, 5; description of, 12; earning of, xxii, 80, 84-85; employee, 8-9; eye-level, 6-10, 12; fear and, 132; honesty and, 105; importance of, 7, 52; leadership and, 80; proving of, 60; public, 5-6; at Southwest Airlines, 161-162, 166-167
trust-based marketing, 109-110, 113
trust building: communication's role in, 102-103, 109-113, 116; description of, 60, 102