The Trust Edge

1. Trust is the World's Most Precious Resource.

A lack of trust is your biggest expense.

Trust is fundamental. Trust is not merely a "soft skill" but a measurable competency with dramatic bottom-line impact. It is the cornerstone for building lasting relationships, growing successful businesses, and fostering innovation. High trust accelerates everything, reducing costs, increasing speed, and boosting loyalty.

High cost of mistrust. Conversely, low trust creates suspicion, slows processes, and increases expenses. Research shows companies with high trust levels generate significantly higher returns to shareholders (almost three times) compared to those with low trust. Mistrust doubles the cost of doing business, requiring more time, resources, and oversight.

Trust is currency. Trust, more than money, is the true currency of business and life. It forms the foundation for effective communication, employee retention, motivation, and discretionary effort. When trust is present, people are more creative, productive, and willing to sacrifice for the collective good.

2. Understand and Overcome Barriers to Trust.

For any great mission it is valuable to know what you are up against.

Trust is declining. Trust has significantly decreased in recent years across various sectors, including business, government, and media. This decline is fueled by scandals, rising litigation, lower customer loyalty, rapid social networks, and negative experiences. Understanding these barriers is the first step to rebuilding trust.

Key barriers include:

• Conflicts of interest
• Rising litigation and fear
• Low customer loyalty
• Media coverage of scandals
• Speedy social networks and technology
• Fear of the unknown
• Negative past experiences
• Individualism over interdependence
• Diverse thinking creating unfamiliarity
• Instant gratification mindset
• Focus on the negative

Overcoming challenges. While these barriers are real, they are not insurmountable. By focusing on building the pillars of trust, individuals and organizations can actively work to counteract these negative forces. The goal is to create an environment where trust can flourish despite the challenges of the modern world.

3. Pillar 1: Clarity - People Trust the Clear.

Without clarity, speed and meaningful action are impossible.

Clarity builds trust. People trust what is clear and mistrust what is ambiguous. Confusion leads to fear, frustration, and lack of focus, hindering both individual and organizational effectiveness. Clarity starts with honesty and consistent communication.

Three key areas of clarity:

• Vision and purpose: A clear vision unifies and motivates teams. Leaders must share the vision consistently (at least every 30 days) to keep everyone aligned. Without a clear purpose, people and organizations drift.
• Expectations and communications: Unclear expectations lead to misbehavior and failure. Being candid, transparent, and authentic in communication builds confidence. Shared meaning is crucial for effective communication, and conflict often arises from a lack of clarity.
• Daily tasks: Turning plans into actionable daily tasks provides focus. Strategies like writing down the six most important tasks or using Difference-Making Actions (DMAs) ensure that the most important things get done, leading to increased productivity and trust.

Simplify choices. Too much choice can be demotivating. Successful organizations often narrow choices to a few good options, making decisions easier for customers and employees. Clear communication, whether in vision, expectations, or daily tasks, is fundamental to building trust.

4. Pillar 2: Compassion - Care Beyond Yourself.

People do not care how much you know until they know how much you care.

Caring builds faith. People put faith in those who demonstrate care beyond their own self-interest. This is why professions perceived as caring, like firefighters and nurses, often rank high in public trust. Showing empathy and acting on the principle of treating others as you wish to be treated is fundamental.

The Four LAWS of Compassion:

• Listen: Truly listening is one of the best ways to show you care. Unwillingness to listen is a fast trust killer. Focused listening, free from distractions, builds understanding and respect.
• Appreciate: Genuine appreciation is a deep human need. Recognizing and thanking people for their contributions, especially publicly, boosts morale and loyalty. Lack of appreciation is a major reason people leave jobs.
• Wake up: Be present and engaged with people and opportunities. Avoid going through life in a "comatose state." Being fully present demonstrates care and sharpens your trust edge.
• Serve others: Thinking beyond yourself and acting selflessly builds reliance. Great leaders, like Mother Teresa, are trusted because they sacrifice for the greater good. Putting people before things is essential for building strong relationships and trust.

Impact on bottom line. Compassion is not just altruistic; it has a tangible impact on business success. Companies that show care for employees experience lower turnover and higher productivity. Customers are more loyal to businesses they feel genuinely care about them.

5. Pillar 3: Character - Do What is Right.

Doing the right things when no one is looking creates the habits for when people are.

Character is essential. Character is formed by the combination of integrity and high morals. Integrity means being consistent in thoughts, words, and actions, ensuring your message and life align. High morals provide a strong compass for deciding what is right, based on principles beyond personal judgment.

Integrity and morals. While integrity is consistency, it must be coupled with good morals to build trust. People generally trust those who believe in standards based on something strong and logical, not just personal whim. Strong ethical leaders inspire moral character in their organizations.

Building character. Character is built through intentional effort and discipline, not by accident. It requires consistently asking, "Am I doing the right thing?" and choosing the right path even when it's difficult. Accountability, reducing anonymity, and surrounding yourself with people who have high expectations can help foster character.

Advantages of character:

• Enhanced morale and productivity
• Reduced staff turnover
• Improved quality and customer relationships
• Lowered costs (e.g., workers' compensation)
• Heightened profitability

6. Pillar 4: Competency - Stay Fresh and Capable.

The only thing more expensive than education is ignorance.

Trust requires capability. We trust people and organizations to do jobs they are competent and capable of performing. Whether it's a pilot landing a plane or a company delivering innovative technology, trust is tied to demonstrated ability. We must be highly competent in the areas where we seek trust.

Continuous learning. In a rapidly changing world, the ability to learn quickly is paramount. Leaders and organizations must constantly learn and grow to stay fresh, relevant, and capable. Those who stop learning stop leading and risk becoming stagnant.

Strategies for increasing competency:

• Keep learning: Make continuous learning a daily habit through reading, courses, or seeking new experiences.
• Be humble: Arrogance hinders learning and trust. Maintain an attitude that there is always more to learn, even from those with different backgrounds.
• Join a mastermind group: Collaborate with like-minded professionals to share ideas, gain perspective, and hold each other accountable for growth.
• Read to learn: Devote time daily to reading material that nourishes your mind and expands your thoughts. Seek nourishment over "fluff."
• Find mentors: Learn from those who are wiser or more experienced. Mentorship is a fast track to improvement in any area.
• Be intentional with downtime: Use breaks, commutes, or quiet moments for reflection and learning. This allows for fresh ideas and renewed energy.

Competency drives trust. Organizations like Google and Apple build trust by consistently delivering innovative and effective products. Individuals who demonstrate increasing capability become indispensable and are trusted with higher-priority tasks.

7. Pillar 5: Commitment - Stand Through Adversity.

Great leadership demands sacrifice.

Commitment builds loyalty. People trust those who demonstrate unwavering commitment, especially when faced with adversity or sacrifice. True friends and trusted colleagues are those who stick with you when things are tough, not just when it's easy. Actions speak louder than words when it comes to commitment.

Sacrifice for the cause. Leaders who are committed to something beyond themselves, like Martin Luther King Jr. or Pat Tillman, inspire immense trust and following. Their willingness to sacrifice for a worthy cause reveals deep devotion and loyalty, uniting others in support.

Own up and deliver. Taking responsibility for actions, even mistakes, demonstrates commitment and builds trust. Deflecting blame erodes confidence. Consistently doing what you say you will do, especially by under-promising and over-delivering, is a guaranteed way to build trust and earn respect.

Passion fuels commitment. It is difficult to persevere through hard times without passion for the cause. People who understand and believe in the mission of an organization are more committed and loyal than those motivated solely by a paycheck.

Build a fan base. Committed organizations don't just have customers; they have fans who are deeply loyal to the brand. Companies like Harley-Davidson and American Girl build fan bases by being unique, creating a sense of community, communicating value, and offering special treatment.

8. Pillar 6: Connection - Build Relationships.

I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.

Trust is relational. At its core, trust is about how we feel about our interactions with others. People prefer to do business with friends, and building connection is the first step to friendship and trust. Increasing connection builds involvement and engagement.

Engage and connect. Organizations and leaders can build connection by engaging employees, clients, and stakeholders. This involves inviting input, providing opportunities for feedback, and showing genuine interest in others. Companies with engaged employees see significantly higher revenues and profits.

Strategies for building connection:

• Ask great questions: The key to conversation and connection is asking open-ended questions to understand others' needs, challenges, and desires.
• Be magnetic: Magnetic people, often characterized by gratitude, draw others in. They are good listeners, focus on ideas rather than gossip, see the positive, and are encouraging and genuine.
• Avoid complaining: Trivial complaining repels people and encourages avoiding personal responsibility. Focus on solutions rather than lingering on problems.
• Be genuine: People crave authenticity and distrust insincerity. Be real and transparent, appropriately sharing who you are.
• Collaborate: Be willing to partner with others, even outside your immediate sphere, showing an interest beyond your own gain.

Transparency builds trust. Encouraging appropriate sharing within teams helps members understand each other's backgrounds and perspectives, fostering empathy and reducing judgment. Small businesses often have an advantage in building trust due to their agility, accountability, and accessibility.

9. Pillar 7: Contribution - Deliver Results.

Done is better than perfect.

Results build trust. Contributors are people who consistently deliver results, making them indispensable. Whether it's an individual employee or an entire organization, demonstrating the ability to get things done builds confidence and trust.

Be a giver. Givers invest in others through attention, resources, time, opportunity, and help. They understand that giving often leads to receiving, but their motivation is rooted in generosity. Natural givers are often the happiest people.

Focus on action. Having great ideas is valuable, but contribution is tied to action and implementation. Don't let the pursuit of perfection prevent you from getting things done. Two hundred great ideas are worth less than one good idea completed.

Motivate contribution:

• Example: Lead by being a daily contributor yourself.
• Expectation: People often rise to the level of what is expected of them.
• Education: Equip people with the knowledge and skills they need.
• Encouragement: Offer sincere praise and recognition for good work.
• Empower: Provide necessary resources and autonomy.
• Extend trust: Discernment in extending trust motivates innovation and productivity.

Daily contributor strategies: Implement habits like planning tomorrow today, using Difference-Making Actions (DMAs), bundling similar tasks, managing email efficiently, keeping a clear desk, making meetings matter, creating flight plans for travel, optimizing your computer, practicing a power hour, and deciding now to avoid procrastination and clutter. These habits increase productivity and demonstrate reliability.

10. Pillar 8: Consistency - Be the Same Every Time.

You will never get one big chance to be trusted in your life; you will get thousands of small ones.

Consistency is foundational. All other pillars crumble without consistency. Character, commitment, and competency must be practiced reliably, not just occasionally. Consistency builds predictability and reliability, which are the base of this pillar.

Build reputation daily. Consistency is the only way to build a strong brand or reputation. Every interaction, whether between a leader and follower, a salesperson and prospect, or a customer and organization, either increases or decreases trust. Consistent quality, service, and communication are paramount.

Little things matter. Trust is built not through one grand gesture, but through thousands of small, seemingly insignificant actions done consistently over time. Being faithful in the little things opens opportunities for bigger ones. Consistency of character and performance, regardless of circumstances or who is watching, is what truly matters.

Consistency in action:

• Deliver the same quality product or service every time (like McDonald's).
• Maintain consistent communication and messaging.
• Follow through on small promises and commitments.
• Practice positive habits daily, even when it's difficult.
• Turn mistakes into positive experiences through consistent service recovery (like Famous Dave's).

Habits build consistency. Changing habits is challenging but essential for building consistency. Strategies like writing down habits, noting benefits, replacing bad habits with good ones, creating a clear plan, and seeking accountability can help solidify consistent positive behaviors.

11. Transform Trust: Extend and Rebuild Relationships.

The truth is that trust can be rebuilt stronger than ever before.

Extending trust motivates. Placing responsibility on others and letting them know you believe in them is a powerful motivator. Extending trust, even with inherent risk, can bring out the best in people and lead to extraordinary results, as seen in microfinance initiatives like Opportunity International. High expectations coupled with support and trust inspire people to aim high.

Rebuilding trust is possible. When trust is broken, it is a serious challenge, but not always irreparable. Rebuilding requires acknowledging the breach, taking responsibility, apologizing sincerely, and acting on solutions or restitution. It's like replanting a forest after a fire – it takes time, patience, and consistent effort.

Strategies for transforming trust:

• Extend wisely: Start with small risks, provide adequate support and training, and offer opportunities for accountability. Evaluate the risk based on what is truly at stake (people vs. money).
• Rebuild intentionally: Make and keep small promises consistently. Address the specific weakness that caused the trust to break. Remove secrecy and invite accountability for future integrity.
• Apologize thoroughly: A sincere apology includes acknowledging fault and asking what can be done to make it right.
• Forgive and be forgiven: Letting go of grudges and being willing to forgive others makes it easier for you to be forgiven.
• Make real change: For organizations, rebuilding trust after a major breach may require significant changes, including leadership, name, or culture, followed by consistent, trustworthy behavior.

Trust yourself first. Your ability to extend trust to others is directly linked to your ability to trust yourself. Make and keep personal promises to build self-confidence and credibility.

12. Navigate Trust in a Flat, Online World.

In the online age, reputation moves at the speed of light.

Globalization challenges trust. The ease of global connection presents challenges due to differing languages, cultures, value systems, and governments. Building trust across borders requires understanding and respecting cultural nuances, finding common ground, and magnifying the pillars of trust, especially compassion and clarity, in new contexts.

Diversity impacts trust. While diversity fosters innovation, people naturally trust those who are similar to them more easily. Building trust in diverse teams or global interactions requires intentional effort to find shared values and create a unifying mission, emphasizing respect and understanding differences.

Online trust is fragile. The anonymity of the internet makes trust more challenging. Online reputation is built quickly but can be destroyed instantly. Companies must actively build trust online through transparency, reliability, and customer feedback.

Strategies for online trust:

• Invite feedback: Like Amazon, allow customers to rate products
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Last updated: June 27, 2025