This post is part of a 95 post series discussing the 95 theses of the Cluetrain Manifesto as they relate to business in 2009. Read more about the series in the introduction post. And check out the rest of the series!

Thesis #29: Elvis said it best: “We can’t go on together with suspicious minds.”

We’re caught in a trap I can’t walk out Because I love you too much baby Why can’t you see What you’re doing to me When you don’t believe a word I say? We can’t go on together With suspicious minds And we can’t build our dreams On suspicious minds So, if an old friend I know Drops by to say hello Would I still see suspicion in your eyes? Here we go again Asking where I’ve been You can’t see these tears are real I’m crying We can’t go on together With suspicious minds And be can’t build our dreams On suspicious minds Oh let our love survive Or dry the tears from your eyes Let’s don’t let a good thing die When honey, you know I’ve never lied to you Mmm yeah, yeah

Be it a relationship between Elvis and a lover, or between a company and it’s customer, relationships aren’t sustainable if you’re always wondering if the other’s been lying to you.

Trust is hard to earn, and even harder to earn back. Don’t make me suspicious, or I will walk out.