Trust won't appear in an empty place. In the relations between market participants, trust appears only as a result of conclusion of a deal (there might be friendship between counteragents, but it's based on another solid ground: Sympathy, in the first place). Even the first deal between absolutely unknown to each other parties all the time is based on another level of still same trust (someone recommended, someone heard of, etc).

When the deal is concluded, both parties feel a new element that has been originated, it may be determined as something that promises the further growth of trust. The parties estimate the deal, each party from its own positions. If every party receives what it wished to obtain, there is a strong possibility that sooner or later these parties conclude another deal and another. When the number of the deals between the parties reaches more than three, both parties feel BIGGER trust to each other. At that, the more sums are transacted, the shorter time it takes — the more is mutual trust.

Yet, the trust can't grow endlessly, even between the parties that don't have any reasons to think opposite. The trust gained as a result of several successful deals is just fixed at a moment as a note: “This counteragent is eligible for such and such trust! But not more, because..” there might be a multiplicity of reasons why.

The fixing growth point in trust is gained as a result of successful deals conculded.

After gaining a fixing point in trust between two or more parties, there appear, as a rule, such a level of trust that promotes the parties to think or act in joining their efforts to achieve this or that objective (or just stsrt talking about it!). Sometime it happens (if the parties find a common ground), sometimes if happens not (if one party is satisfied the gained or present level of trust).

The growth of any further trust is POSSIBLE if only both parties feel discontent of how their businesses go.

Thereby, trust may grow if two constituents are present: The first — the parties have concluded several deals and both are satisfied, the second — both parties feel discontent in their own businesses' ongoings. It's noteworthy that 90% of businesses having understood that a business without a desire to become larger blemishes still endevour insufficiently small number of attempts to breath a new impulse in their enterprises. Various causas account for that: Cowardice, superfluous caution, lazyness, lack of skill, knowledge. That's why only minority cuts its way through difficulties and becomes big businesses. That's why only those have a chance to grow that are dissatisfied with the present condition, who repeatedly and constantly seek ways in order to develop its business or businesses.

The energy of a business is implanted in its discontent of the present state of affairs.

What's all these about? For a business to grow it needs growth of trust from new clients. Only new clients (their trust) appearance makes a business grow and profitable. On the other hand, the growth of trust is always fixed at a point for each newly acquired client, partner, customer.. whatever. The matter of trust, if the business is satisfied with its condition or if it doesn't make attempts to leave off the reached level having offered the market something BIGGER, becomes vital. Such a turn (leaving the level of trust!) is always risky, few resolve to go this way. Yet, principally, any business is always risk. That's why we may speak of only lesser or bigger risk.

The trust risk — is the hugest risk. Having placed trust as a cornerstone of any further deed, a business risks the already achieved and what might be achieved in the future. In other words, everything. The second thing in such a risk is time. The time splits the risking person/buisness' confidence into many fragments, and is capable of zeroing the initial resoluteness to persist.

But the one who persists in risking his trust and never moves hands up will win. Surely. He will be remunerated by another quality of his business growth.