b'16|RODOLFO E. SUBIETAvillagers why they would not help him (i.e., he questions his fellow villagers lack of motivation to act in a way that could have saved him). The moralofthestorytheprincipleisgivenby the wise man of the village: A liar will not be believed, even when he speaks the truth.This ancient story and its underlying princi-ple make a prediction of the future behavior or attitude to be expected from others as a result of ones actions in the present. It is a principle which basically establishes a direct correlation between a persons lying or telling the truth, and its impact on his or her trustworthiness.The NewOxfordAmericanDictionarydefinestrust-worthiness as the ability to be relied on as hon-est or truthful. As we go on interacting with dif-ferent people in our lives, trustworthiness is that intangible attribute that we hold about a person, whichdetermines the strength of our willingness to start interacting with him, to continue inter-acting with him, or to stop interacting at once. Many factors impact trustworthiness; it is a com-plex attribute, and it should be a career goal of amarathonsalespersontounderstandwhich factors have the greatest impact. Certainly, the principles that will be discussed in the following chapters are intrinsically good at increasing this'