Psychology of trust: the basis of all negotiations. Trust is the largest invisible asset in business and investments. Psychology shows that we make financial decisions based on the perception of credibility. A company with good reputation attracts customers and investors easily. An investor who transmits trust conquers partners to funds or startups. Trustbuilding strategies include consistency, transparency and clear communication. Businesses that understand that trust is not only a result of contracts, but of psychological perception, build sustainable competitive advantages in the long term.