“We take trust for granted, not conscious of how it pervades relationships,” writes Joel Peterson in The 10 Laws of Trust: Building the Bonds That Make a Business Great As Joel Peterson wisely points out in his new book The 10 Laws of Trust: Building the Bonds That Make a Business Great, trust is required in every type of relationship we engage in at the checkout counter, board room, or the kitchen table. Yet, trust between consumers and business is at an all-time low, despite all the talk about “customer service” and “relationship-building”.