Truth, Trust, Communication, and Community. Truth is boring. It doesn’t sell ads; doesn’t attract audiences; doesn’t excite us; and nowadays it doesn’t win elections. Truth is just is what it is – in today’s world, truth is easy to ignore. Trust too is boring. We only miss it when we don’t have it. Trust also doesn’t attract audiences, largely because it doesn’t come easy and it doesn’t come fast. If trust won elections, Washington and London would be very different places.