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I can't resist another reference to the Trust Equation as a way of introducing Cordell Parvin's Choose Words Carefully. Looking at the components of the Trust Equation (Credibility + Reliability + Intimacy) / Self-Orientation), trust is built largely through words. What about actions, you say? Absolutely! That's how Reliability is created — when actions match up with promises (words). What about motives, you ask? Yes, that too! That's how low Self-Orientation comes through — when good intentions and mutually-beneficial goals are communicated (words). So Cordell's post is apropos to trust-building, as it lists several key phrases to avoid with clients—starting with “No problem” and ending with “You should.”