Back in 1988, there were some folks who thought Cliff was crazy and that he would never make it in the advertising agency biz in such a small, rural market. There were people he had to convince so he would ask them to trust him. He used the word so frequently that our employees at the time bought him a plaque, which he still displays prominently today. There might not be a better word for how to survive in business over the long haul. Trust is paramount to success.