Trust is a critical factor in building high-impact and lasting customer relationships. But sometimes, trust can be elusive. Have you ever wondered why it's easy to build trust in some relationships, while in others, trust is more difficult to establish? To learn more about the neuroscience of trust, we invited author and researcher, Paul Zak, onto the podcast. Paul is the author of Trust Factor: The Science of Creating High-Performance Companies. Through the lens of neuroscience, Paul studies how to improve business outcomes. In this episode, Paul shares: --The importance of oxytocin, a chemical that moves us to care about others --The types of positive interactions that release oxytocin --Environments where we're less likely to release oxytocin --And, why his nickname is "Dr. Love"