The business world is rife with the unexpected, including uncomfortable and awkward “moments of truth” that occur at the worst possible time.

The metaphor of dancing partners is perfect for real relationships—the kind that are based on authenticity, openness, and trust. It conjures up images of give and take, synchronization, graceful movement, and being in step and in tune with one another.

Unit7, a direct marketing/CRM agency that is part of the Omnicom family, figured out an ingenious way to give heart to a campaign for a Type 2 diabetes medication to fight off diabetes.

The Greek philosopher and scientist Aristotle once said, “We are what we repeatedly do. Excellence, then, is not an act but a habit.”Malcolm Gladwell brought this same phenomenon to our attention in modern times in his book Outliers: The Story of Success. A common theme throughout Gladwell’s book is the “10,000-Hour Rule,” based on a study by psychologist Anders Ericsson, suggesting mastery in anything requires a 10,000-hour investment.

There are five skills that are essential to trust-based relationships*. Listening is one of them.