https://www.franklincovey.com/books/the-speed-of-trust/
which has a profound message is manifestly true (e.g. of course you have been in an organization which was slow because people didn't trust each other) but can't be separated from the ® mark at the end of "Speed of Trust ®", that is, people can't help to be cynical of that kind of message as soon as you put it in a marketing frame.