Well, not really. But it can be if you lose the trust of your customers. Trust is defined by Merriam-Webster as “belief that someone or something is reliable, good, honest, effective, etc.” But trust means so much more to our customers. Trust is sacrificing time and sometimes money to make sure we get it right. Trust is doing things that are difficult because it is in the best interest of our customers. Trust is why our customers rely on us and why they continue to do business with us. Break that trust and it will become a four letter word.