Being trustworthy requires: Doing the right thing. And doing things right.
Without a customer, you don't have a business - all you have is a hobby.
New technologies make it possible for even the mass marketer to assume the role of a small proprietor, doing business again wit individuals, one at a time.
Customer will create most value for you at point he thinks you're creating most value for him.
Empathy is the ultimate form of customer insight.