This document discusses building trust in an untrusting world. It outlines that trust is essential in relationships at the individual, brand, and company levels. It explores why the world has become less trusting, such as poor leadership, fake news, and inequality. At the individual level, trust involves not being hurt when vulnerable and trusting those similar to oneself. Companies can build trust by having authentic leaders who motivate rather than malign and by adhering to policies fairly. Brands like Nokia were able to become the most trusted by consistently focusing on building trust over many years.