@jeffcliff @haberdasher Trust is a fleeting thing, less ephemeral than luck, but not as unalike as you might think.

Many ventures have been ruined for ignorance of this.

When companies are sold, "goodwill" is listed as a component of the valuation, but it is not something that can be rigorously tested.

Budwiser's experiences last year is a good example of how, to their executives exasperation, goodwill can falter overnight at the cost of billions of dollars.