In 2004, eBay bought a 28.4% stake in Craigslist. Yesterday, CNN is reporting that eBay is suing Craigslist because they “want to protect its investment.”

A year ago, the CocaCola company released a TV commercial that portrays two Coke employees asking for the input from outside counsel if they can sue Coke Zero for “basic taste infringement.”

There’s a truth known to most people that united we stand, divided we fall (Luke 11:17). It’s why we have divorce, social unrest, family “sides”, companies failing and so on. Based on this fundamental truth, it’s easy to see why the Coke commercial is a joke.

We may never see or hear of the impact of the eBay and Craiglist divide, but the principle will remain true; lines will be drawn and division will ensue. eBay’s short-term gain will certainly come with a long-term loss.

While divisions in the macro world are easy to detect and critique, divisions in the micro world are the ones that impact you and me everyday. Unity is empowering. It can be translated as, “I’ve got your back.” Division is disabling. It can be translated as, “I’ve got my back. Better watch yours.”

In your marriage, friendships, job, church or whatever you’ve committed to, maybe it’s time to reassess and determine if you’re headed for division or unity?

Trust between friends, colleagues and leadership takes time to develop. There isn’t a formula. There isn’t a methodology to follow. In fact, according to best-selling author, Seth Godin, there isn’t anything you can do but consistently build on those relationships. Why? Relationships that are built-on, invested-in and sacrificed-for are rewarded with trust.

If you blog, post on a regular basis (every day, week, month…it doesn’t really matter).

If you Twitter, post an update.

If you’re on Facebook or MySpace.com, find and create “friends.”

If you’re on LinkedIn.com, network.

These are not social to-do lists, they are means, methods and tools for creating trust.

Reaching out in your moment of need is too late. Reach out and begin building your trusted relationships now. Then, when you’re in need, they’ll be there for you.

Reach. Build. Trust.