Doing business online offers a number of improvements over old-school analog transactions. The ability to get goods and services instantaneously, to buy and sell with the click of a mouse and nearly zero friction – these are incredibly beneficial developments. But at the same time, we have lost something that was once an integral part of the face-to-face business model: trust. That form of knowledge was precious, and it’s harder to come by in an online economy. Harder, but not impossible – and precisely because it was and is so precious, we’re making tremendous strides in finding ways to recreate it today. One of the key tools in that process is the development of trust metrics. Continue reading