I begin my talk with an explanation of the basic trust game, and use it to show why a market economy cannot properly function without a substantial amount of trust among its members. My talk then turns to the following question: what generates trust, and what can be done in order to increase trust relations among people within a community? The answer is contained in a word: reciprocity. First, I elucidate the idea of reciprocity, which is completely different from that of exchange of equivalents. Second, drawing from recent experimental evidence, I will show how and under which conditions reciprocity can generate trust. Finally, I indicate some applications of the reciprocity strategy for business. I will make explicit the link existing between trust and connective capital, which nowadays is considered the most relevant factor of success for firms in a post-Taylorist age.