Back in 1991, when I first began to research Credibility, the only scientific research that I could find had been conducted in the area of witness credibility during legal procedures. So there was little to learn from. With no place else to go,?I personally interviewed people I thought were credible and asked them what they did to gain their Credibility and what affect it had on their new business. Back then, only two things created Credibility – getting published and giving speeches. And, the resulting affect was consistent – 50% increase in new business. (as reported by people we interviewed)?

Now, twenty-seven years later, there is a lot more research available that teaches the concepts of credibility. Unfortunately, research is conducted by academicians, thus it rarely ever includes any practical application. And, this is exactly where we have focused our attention – the practical application of professional credibility. What’s the biggest “ah ha” from the years of research we’ve conducted? I think the thing that surprised me most was discovering that Credibility is achieved incrementally, bit by bit, when you follow a set procedure. Want to know the steps in the procedure?

Michael Lovas