If you looked at the title of this paper and chose to delete or pitch it, then you may well be part of the trust problem. You are probably secure in the view that you are trustworthy, and this topic is for the “other” person. In our view, that defines the fundamental trust problem for most people and organizations. This paper sets out to define and discuss the trust issue in the investment industry, and then to suggest a radical shift in the way that the trust issue should be addressed. And, finally, it asks for you to commit to this fundamentally different approach to trust.