Ultimately, that bond is built on trust--in the entrepreneur's competence, character and empathy for his customers.

FORBES: Do Your Customers Trust You?

Conversely, character without competence means you could be trusting your mother to fly a 747.

FORBES: Trust: More Valuable Than Ever

Over time, your character, competence, and caring may be revealed by your actions.

FORBES: 15 Phrases That Build Bridges Between People

But competence is worthless without direction and, frankly, character.

ECONOMIST: The presidency