It’s Time to Measure Return on Trust

HP’s abrupt retreat from the tablet market, and rumored withdrawal from the PC business, provides another example of how erosions in trust can lead to landslides of lost value.

According to a recent article in The Wall Street Journal, companies are putting off buying high-end HP products because it appears, as one executive put it, “that they’re lost right now.”

Meanwhile, across town in Cupertino, Apple continues to celebrate the adoption of iPhones and iPads by businesses like Lowe’s, which will use the devices on its sales floors just like Apple does. More schools are replacing textbooks with iPads, too.

The difference isn’t just superior technology. It is superior trust.

When we buy an Apple product, we trust it will work a certain way—simply, smartly, stylishly—and it usually does. We also trust it will be supported for more than two months, unlike HP’s TouchPad.

It’s time for your company to incorporate a new metric in calculating shareholder value: Return on Trust.

If you need some ammunition for your argument, ask your boss to read this story on his or her iPad.