"On Credibility—It's not a matter of life and death. It is more important than that!" Lou Duva

Credibility is critical to everyone's success.

In today's self-absorbed and self-centered societies, somehow we have missed one of the most important characteristics required for true success: a person’s credibility level.

But to do something about it, we need to understand this concept and the impact it is having on us and others.

What is Credibility?

It is your reputation for being fair, open, compassionate, inspirational, positive, honest, and trustworthy.

Every single person reading this article—you included—has various levels of credibility with the individuals with whom he or she interacts.

You have a credibility level with the people with whom you work and at the places where you are a purchaser or seller. You also have a credibility level with family, friends, and all others. This cannot be avoided unless you never interact with others—which might be limited to Tom Hanks in the movie Cast Away. Whether you want to or not, you have established a level of credibility with just about every person with whom you have interacted.

You might respond: "I don’t care about credibility with others." Okay, I will address that.

What does Credibility do? It determines the level of respect you will receive from others.

Note that it’s not about individuals liking you but respecting you. Keep this mind as you review your credibility levels with you relationships.

What does Credibility measure? It measures how trustworthy, honest, and reliable others think you will be.

Note this is based on the perceptions of other people, not yours.

Where does Credibility exist? It exists in other people’s minds, not in yours.

I personally dislike this truth but credibility is lent to you from others. You cannot demand credibility from others or force them to think highly of you. Your credibility is in the mind of others; you must earn it by conducting yourself in a way that meets their needs, not yours.

Why should you care about Credibility? What are the benefits? Your credibility influences how much others will communicate to you, cooperate with you, learn from you, and be influenced by you and/or buy from you.

Unless you are part of a dictatorship, credibility means everything to your ongoing success. Building your credibility means to intentionally increase your success and impact. Discounting this fact or being in denial of it does not lessen the impact that your level of credibility is having in your life. You are simply operating without awareness or acceptance of a critical part of any success model.

Think about it. It takes weeks, months, and years to build credibility, yet you can lose it in a heartbeat. When I mention Enron, what thoughts about credibility does that bring up? What thoughts do you have about Disneyland? Credibility levels and opinions are unavoidable.

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