An uninspired debut insists on the importance of trust for business success.
Intended primarily as a motivational instruction book for entrepreneurs, CEOs and corporate administrators, Horsager’s initial offering commits virtually all the sins of the most banal self-help guides. Founded exclusively on anecdotal evidence, schmaltzy metaphors and pseudo-technical jargon (“Trustonomics”?), the author does away with any serious investigation into the philosophical, social or psychological nature of trust. In the current economic climate, most people would look askance at anyone who accepted at face value the offers and promises of businesses and corporations. But the legitimacy of this mistrust is something Horsager never acknowledges—mistrust is simply an obstacle to financial well-being that the business world must overcome. Instead, the author points to story after story of thriving businesses that have successfully won the trust of their patrons. However, because the fundamental objective of business remains the generation of revenue, efforts to win our trust—especially in this post-Madoff world—must be met with healthy skepticism.
Dangerously uncritical in its approach to the current economic crisis.