Hugh MacLeod gets this right

www.gapingvoidart.com

There's nothing you can do to make people trust you.

Except saying only what you mean.

Except doing exactly what you say you're going to do.

Except standing up for what you know is right.

Except fixing what you know is wrong.

Except never betraying a confidence.

Except never falling back on status and titles.

Except admitting it when you make a mistake.

Except forgiving others when they make their own.

This is the way - the only way - that trust becomes a part of your culture.