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Paul Revere must have had a great PR agent then!

then you look at how consistently you are able to trade better promises, which allows you to trade your brand as an asset. The higher the trust, the more people are willing to trade, etc.

Promises made and promises kept. In other words, saying what you mean and meaning what you say - and then following through, consistently, to actually DO it.

I agree completely. Greater value is communicated through more meaningful promises and realized through the keeping of those promises.

Tremendous opportunity in this regard.

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