Is a powerful social currency.

Once you earn it, it allows you to influence the culture for better.

But it’s also extremely fragile.

If you break trust – and you still need it – not only do you have to carefully piece it back together, you’ll grovel every piece of the way.

And after that, it’s still fundamentally broken.

There is a scarcity of it, because there are people smashing it left right and centre for personal gain.

Which is why when you have it, you are already way better equipped to ride a new cultural wave than other short sighted people.

Keep it safe.