[frankieg33]

This is a fantastic topic to cover. I have been lately talking about Costco being one of the best companies today. They are not erroding trust and somehow resisting the ratchet of optimizing for the next quarter (I mean its culture and norms). That trust allows me to spend so much more on my trips than I would at any other store. I really look forward to reading this book.

[eries]

That's it exactly. Trust is part of a virtuous performance cycle that causes them to both be more true to the mission and also to make more money and therefore be able to invest more in the mission, etc.