Where does trust come from?

The other day somebody asked for a project management software recommendation (I think it was on LinkedIn) and one guy mentioned a company I’ve never heard about.
My first instinctive reaction was to say that’s ridiculous, Basecamp is the best one. But I noticed something.
Why was I so inclined to recommend Basecamp?
It has nothing to do with a better product. In fact, I didn’t know the one they were recommending.
It was because folks at Basecamp has been showing up for years, teaching people. With their blog, books, open-source projects, podcasts… You go down the list.
And drip by drip, over time they’ve earned an asset most new players won’t get soon enough… Trust.
You choose based on who you learn from. You put your money where your trust is.