In Chapter 8 of 17 in his 2010 Capture Your Flag interview with host Erik Michielsen, customer advocacy marketing executive Alan McNab shares how to assess trust and establish trustworthiness in business relationships. He highlights four key areas of assessing trust using four types of action: reliability, expertise, presence, and sincerity. He provides an example of how this framework operates by drawing on his experience working at Cisco. McNab holds a BSEE in Electrical Engineering from Santa Clara University and an MBA from Trinity College in Dublin, Ireland. He has worked in various technology marketing roles at Hewlett-Packard, Cisco, Motorola, and is now Vice President, Customer Advocacy at NCR based in Dublin.