JP Morgan viewed character and trust as the bedrock of lending. Quotes:
"Money equals business which equals power, all of which come from character and trust."
Asked: "Is not commercial credit based primarily upon money or property?" "No sir," replied Morgan. "The first thing is character." "Before money or property?" "Before money or anything else. Money cannot buy it...Because a man I do not trust could not get money from me on all the bonds in Christendom."
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