endorsements
“In the luxury world, it’s easy to fixate on financial capital. 'High Trust Worth' is a refreshing reminder that true success hinges on things that are far more valuable: kindness, empathy, and trust. As a globally renowned leader in the luxury space, Milton's insights into building trust as the ultimate currency are invaluable for anyone seeking success in today's world. I am honored to have known Milton for many years and on behalf of LVMH, I look forward to further partnering on luxury training programs in the future. Congratulations to Milton and Erica on this important contribution!"
-Gena Smith, Chief Human Resources Officer, LVMH North America
“From the sports world to the business world to all aspects of society, TRUST means everything – and that is true today more than ever before. High Trust Worth helps explain the importance of trust and how it can be measured, but maybe most importantly it teaches how to recognize high levels of trust in yourself and in others. This is a business book full of lessons that can be applied very broadly to life – and I love that!”
-Michael Strahan, NFL Hall of Famer and Super Bowl Champion; Co-host of ABC’s Good Morning America and Fox NFL Sunday
“High Trust Worth pinpoints and dissects an often overlooked element of achieving business success. Trust is vital to companies and brands of all types, from entrepreneurial startups to large public companies, from salespeople up to CEO’s. It may not be a concept that is taught in business school classes, but it probably should be, and Zohar and Pedraza’s book serves as a welcome guide to understanding, measuring, and building trust. In a world where there is probably too much focus on high net worth, it is time to start prioritizing High Trust Worth.”
-Rohan Oza, Entrepreneur, Investor and Markting Expert known for pioneering Celebrity Equity Deals, including for such brands as Vitaminwater and SmartWater; Shark on ABC’s Shark Tank
“Trust is more than a buzzword—it’s a measurable, actionable tool for driving business success, and High Trust Worth brilliantly breaks it down into five practical pillars. As a founder, I’ve seen how trust can transform culture, community, and customer loyalty, and Erica & Milton’s framework provides a powerful strategy to cultivate and leverage it for lasting impact.”
-Candace Nelson, Founder, Sprinkles Cupcakes; Author, Investor, Television Personality
"In High Trust Worth, Zohar and Pedraza offer a masterclass in what it takes to build, nurture, and measure trust. The insights and strategies they recommend are invaluable for professionals at all levels."
-Laurent Claquin, Chief Brand Officer, Kering
“Wow! In all my years leading top-tier luxury brands, the #1 key driver of customer brand loyalty was TRUST. High Trust Worth shares the pillars of success that drive trust and is THE manual for global business leaders."
-Herve Humler, Chairman of Capella Hotel Group / Patina based in Singapore, Chairman Emeritus The Ritz-Carlton Hotel Company, St. Regis Hotel and The BVLGARI Hotel and Resort
“High Trust Worth brilliantly focuses on one of the most important determinants of success in business - TRUST. As the book demonstrates, this is certainly as true in the hospitality industry as in any industry. And the system introduced by the book to measure and track trust - the Universal Trust Score - is sure to become an invaluable tool for businesses of all types to harness the power of trust.”
-Sam Bakhshandehpour, Chief Executive Officer, Jose Andres Group
"In our world of uncertainty and bad actors, trust is the most effective way to create raving fans and increase customer lifetime value. High Trust Worth is the playbook everyone needs to create trust and capture its value."
-Paul J. Zak, PhD, Neuroeconomist, Founder, Immersion Neuroscience and Author of Immersion: The Science of the Extraordinary and the Source of Happiness
“High Trust Worth is destined to be a foundational cornerstone in the canon of seminal business concepts. It’s the secret to successful relationships and performance in life, professionally and personally. The best part is that it can be practiced, mastered and applied broadly, because it’s a universal concept, whether you’re in hospitality, luxury or any other industry. At a time when AI and technology are accelerating change in the world, it seems somewhat paradoxical yet reassuring that the core tenets of High Trust Worth will remain vital and continue to serve as the fundamental basis by which we connect as human beings and in underpinning our success.”
-Stuart W. Greif, Chief Strategy, Innovation & Operating Officer at Forbes Travel Guide
"High Trust Worth is a timely and welcome reminder of how trust and integrity can enrich and service all business and personal interactions in an authentic and impactful manner. I was deeply inspired and I know others will be as well. Every leader should have this essential roadmap at their fingertips."
-Claudia Poccia, Chief Executive Officer of Grace de Monaco, Board of Trustees, Princess Grace Foundation-USA
“As an attorney representing the best business interests of top tier celebrities, building High Trust Worth with all parties is essential. Zohar and Pedraza have written the daily manual for measuring and achieving High Trust Worth. Must read.”
— Lawrence A. Waks, Partner, Reed Smith
“High Trust Worth provides a wellspring of principles that define business and personal success. Until you read it, you won’t really appreciate the five core elements of Trust – authenticity, expertise, empathy, kindness and creativity – and the neurology and psychology behind trust building techniques. And as a bonus, you learn the steps you can take to overcome any fears about dealing with change.”
-Sara S. Hamilton, Founder of Family Office Exchange, and co-author of Build an Enterprise Family to Last
