When Trust Expectations Clash

We have certain expectations of products and of companies. These “normative expectations” are the standards that we hold people and organizations to, and sometimes they are unreasonable. Much of life is about negotiating what counts as a reasonable expectation, and culture is fundamental. Leaders who are not sensitive to culture’s role in shaping expectations will not fully succeed. Similarly, society has institutional ways of ensuring and enforcing trustworthiness—or not.

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