Onora O'Neill argues that there is a misconception about declining trust based on opinion polls. Trust is differentiated based on competence and roles - one may trust a teacher to educate but not drive a bus. The aim should be intelligently placing trust in the trustworthy, not the untrustworthy. To rebuild trust, one must demonstrate trustworthiness through competence and reliability, rather than focusing on attitudes of trust. We should think more about being trustworthy and providing evidence of it, rather than obsessing over levels of trust.