We’ve had some questions about the name “Trustmojo” so I thought the Oxford American Dictionaries might help shed some light on our choice.

Trust “firm belief in the reliability, truth, ability or strength of someone or something /…/ acceptance of the truth of a statement without evidence or investigation”
Mojo “a magic charm, talisman, or spell”

“I’ve got my mojo working but it just don’t work on you” / Muddy Waters, 1960 Even though I have objections to the definition of trust (especially “firm belief” as I think it trust can be loose) I think the definition of mojo works well. Trust is intangible, fuzzy, often implicit and generally hard to grasp or explicate adding an almost magic-like quality to it. Thus Trustmojo is about the “magic” of trust and in a sense, an attempt to demystify the aura surrounding it.