There are really two components to instilling credibility for your company. You have significant control over the first––your own actions as a leader. The second is more difficult and has a substantial impact on how your company is perceived: How do your employees interact with your customers and suppliers? Have you been paying enough attention to these interactions?

Breaking trust can happen in many ways. Corporate executives are only deceiving themselves if they believe that financial performance alone will drive stock price. Today, more than ever, effective communications and ethical actions play a critical role.