"Trust is never given. It is earned through repeated proof of intent. And you need to be competent — because you cannot earn trust by simply showing proof of intent alone." That's Deepak Bhootra — leadership coach, author, and the person who spent 30 years in global corporate leadership before coaching over 1,500 professionals — and he said it like he's tired of watching companies blow it by only getting half the equation right.

Here's what Deepak is actually describing: the gap between the vendor your clients tolerate and the trusted advisor they protect. In a market where your competitors look the same, price about the same, and pitch about the same, the differentiator isn't your product. It's whether your people are in reactive mode or proactive mode, running scripts or running conversations, closing deals or solving problems. T ...