Regardless of the evidence, one of the primary motivators for a patient's decision for treatment may be trust in the attending physician. Harnessing and promoting that trust may be the most important method of empowering oncologists to guide their patients and the patient's families. Every patient encounter is different, but often, the approach each oncologist uses to communicate information regarding treatment options is similar for most patients. Instead of the focus being placed on information, the development of a trusting relationship with the patients should be the primary focus.