I continue to be amazed by the increasing use of words heavy with theological overtones by business authors. Take the word "trust" for example. 

Stephen R. Covey (The SPEED of Trust: The One Thing That Changes Everything by Stephen R. Covey, Stephen M.R. Covey, and Rebecca R. Merrill (Paperback - Feb 5 2008)) and Jeffrey Gitomer (Jeffrey Gitomer's Little Teal Book of Trust: How to Earn It, Grow It, and Keep It to Become a Trusted Advisor in Sales, Business and Life by Jeffrey Gitomer (Hardcover - Dec 17 2008)) are two noteworthy entries.

"Trust" is very prevalent in discussions about Web 2.0 and what will characterize the coming world.

Jeff Jarvis, in his helpful book What Would Google Do?, devotes an entire chapter to exploring trust as a key characteristic of a Google world.

"Trust is an act of opening up; it's a mutual relationship of transparency and sharing. The more ways you find to reveal yourself and listen to others, the more you will build trust, which is your brand." Jarvis could be writing to the church.