A baker and a farmer had an agreement. The baker got butter from the farmer and the farmer got bread from the baker.
After a while, the baker noticed that the pieces of butter from the farmer, which should weigh three pounds, became lighter. And his scales agreed with him. He got angry and went to court to complain about his butter supplier.
“The baker claims your pieces of butter do not have the required weight,” the judge said to the farmer, “this piece of butter should weigh three pounds, but it weighs much less.”
“That’s impossible, Mr Judge,” the farmer said, “I check the weight every time.”
The judge then said: “Maybe your weights are incorrect!”.
The farmer replied in dumb amazement: “My weights? I do not have any weights. I never use weights.”
The judge replied, “So if you do not have weights, how do you check the weight of the butter?”.
The farmer said: “Quite simply. I get my bread from the baker, and he gets butter from me. A load of bread weighs three pounds so I put my butter on the left scale and a loaf of bread on the right side!”
The most expensive thing in the world
“The most expensive thing in the world is trust.
It can take years to earn and just a matter of seconds to lose.”
~ Unknown
You might know that the letters HPH in our business name HPH Solutions stand for Health, Prosperity and Happiness.
It’s the latter that is the focus of this article today. Specifically, the role trust plays in happiness.
On a macro level, researchers have discovered that if a country’s inhabitants don’t have trust in the political system that runs their country, chances are corruption is rife, living standards plummet, and happiness levels with it.
On a micro (individual) level, if you think about people you know who struggle with trust, you will note there’s a good chance they are deeply unhappy, too.
(And interestingly, I’ve noticed that people who struggle to trust others, tend to engage in untrustworthy behaviour themselves. Not necessarily in a malicious way – often they don’t even realise they’re doing it. But the problem is, this creates a loop that fosters ongoing unhappiness.)
It goes without saying that when you work in the financial services industry, trust is paramount.
- We need to trust our clients to give us the whole picture so we can best help them meet their goals for money and life.
- Our clients need to trust us with sensitive information.
- Our clients need to trust we’re giving them advice that best meets their individual needs.
Our clients often confess to us that the things they share with us, they don’t feel they can share with anyone else. It’s a huge privilege. One we don’t take lightly.
All of which is to say, I spend a lot of time thinking about trust! And I thought I’d share a bit about the topic with you today.
What is trust?
Trust is one of the most fundamental building blocks of human relationships. It’s more than just an expectation of behaviour—it’s an emotional state, a belief in reliability, and a sense of confidence and security. We trust people when we believe they have our best interests at heart, whether that’s a friend keeping a secret, a financial advisor offering sound guidance, or a business delivering on its promises.
Psychologists define trust as both an emotional and logical act. Emotionally, trust means feeling safe when vulnerable—whether that’s opening up to a partner, investing in a company, or relying on a colleague. Logically, it means assessing a person or institution’s history, reliability, and competence. When trust is present, relationships and organisations flourish. When it’s missing, everything becomes harder, and suspicion erodes connection and cooperation.
Why is trust important?
Trust is the glue that holds society together. It allows businesses to operate smoothly, communities to feel safe, and individuals to form meaningful connections.
On a broad scale, studies show that trust is a key predictor of a country’s overall happiness and economic growth. When trust in institutions is high, corruption is low, and societies tend to be more prosperous and stable. Research from the World Happiness Report highlights that in nations where trust levels fall below 30%, economic and social progress stagnates.
On a personal level, trust is equally essential. In relationships, trust fosters psychological safety—the belief that we can speak openly without fear of judgment or retaliation. In the workplace, trust leads to increased productivity, lower stress levels, and better teamwork. In financial planning, trust allows people to take advice with confidence, plan for the future, and make sound decisions without fear of being misled.
How to build trust
Trust is not something that happens overnight—it must be earned and nurtured over time. Whether in personal relationships or professional settings, trust is built on six key principles:
- Reliability and dependability: Consistently following through on promises and commitments.
- Transparency: Being open about intentions, motivations, and decision-making processes.
- Competency: Demonstrating expertise and the ability to deliver on expectations.
- Authenticity and integrity: Aligning words with actions and being honest, even when it’s difficult.
- Fairness: Treating others with respect and consideration, ensuring a balance in relationships.
- Openness and vulnerability: Acknowledging mistakes, apologising when necessary, and showing genuine concern for others.
Trust grows when people repeatedly demonstrate these qualities, whether in a friendship, business, or leadership role. However, trust is fragile—one wrong move can damage it significantly, making consistency in these behaviours essential.
What happens when trust is lost?
Losing trust can be devastating. Once broken, trust is incredibly difficult to rebuild, as people tend to withdraw emotionally and protect themselves from further harm.
In personal relationships, a breach of trust can lead to distance, resentment, and, ultimately, the breakdown of the connection. In business, a loss of trust can result in customers leaving, employees disengaging, and reputations suffering. Companies that lack trust within their teams often see reduced collaboration, lower innovation, and higher turnover rates.
When trust is lost, rebuilding it requires patience, transparency, and a sincere effort to make amends. Acknowledging the breach, taking responsibility, and consistently demonstrating trustworthiness over time are the only paths to restoration.
Why trust is the most expensive thing in the world
The true cost of lost trust is often immeasurable. When trust is eroded, people hesitate to invest—not just financially but emotionally and professionally. Lost trust can mean broken relationships, ruined reputations, failed businesses, and missed opportunities.
In financial services, trust is paramount. Clients entrust advisors with their most sensitive personal and financial information. A single instance of misleading advice or hidden fees can shatter that trust, leading to lost business and long-term damage to credibility.
Beyond money, the emotional toll of mistrust is profound. A world without trust is one of constant doubt, stress, and second-guessing. On the other hand, a high-trust environment fosters well-being, productivity, and prosperity.
The lesson? Protect trust at all costs. It is a priceless asset—one that takes years to build but can be lost in seconds. And once lost, it can be the most expensive thing to regain.