Hi,
Below are a couple of arguments to support this "title":


- Before you decide if your strategy is to expanding beyond your core business or not, first work on trust in order to ensure the realism of such a business strategy!
An illustration:
http://www.business2community.com/customer-experience/build-trust-sell-customers-anything-0822618#%21CQWBl



- Social media can be a sales tool but only AFTER you have built community and trust!
An illustration:
http://www.business2community.com/social-media/customer-trust-will-increase-social-media-sales-youre-patient-0697234#%21CVnA4


- Big data strategies require trust!
An illustration
http://www.bizreport.com/2014/04/effective-customer-acquisition-relies-on-trust-transparency.html