"Everyone conducts dozens of credibility assessments a day. You subconsciously assess every person you come in contact with and allow that assessment to guide your interaction. All of your decisions are guided by credibility. Even if you never meet the person, you will assess his or her credibility through the email they wrote, the website they host, or the tone of their phone conversation. Unfortunately, most of us do a poor job at assessing credibility. We allow biases and preconceived opinions to influence our thinking."