The 8 Pillars of Trust

Trust: The Leading Indicator (The 8 Pillars of Trust)

According to our global study and The Trust OutlookTM, the number one question everyone is asking is “Can I trust you?”. A lack of trust is your biggest expense in business and life. Each of the 8 pillars of trust contribute to demonstrating why trust is the leading indicator.

Everything of value is built on trust. You’ll pay more for the trusted brand, follow the trusted leader, and buy from the trusted salesperson. Trust is the single uniqueness of the greatest leaders, organizations and brands of all time. Trust is the root cause. It amplifies marketing, speed of the sale, and is the only way to leverage the benefits of diversity.

 

Leading vs. Lagging Indicators

Leading indicators are typically input oriented, hard to measure but easy to influence. Lagging indicators are typically output oriented, easy to measure but hard to improve or influence. In many cases, the leading indicator is the cause of the lagging indicator.

An example of a leading indicator would be leadership competency. If the leading indicator is leadership competency- measured at the process level, the lagging indicator would be employee satisfaction, measured at the organization level.

Trust is the most important leading indicator as it is vital for driving toward any goal. Whether you are trying to increase your customer satisfaction rate or decrease attrition, trust affects the bottom line. From massive fraud in business to scandals in politics and athletics, the headlines point to a persistent problem of modern life and business—we’re lacking in trust.

So how do you build trust? Many professionals think it is as simple as increasing integrity or honesty. However, the solution much deeper and more complex than this. In order to build trust, you need to look at a much broader spectrum of ideas. The 8-Pillars of trust can assist in building the foundation for success.

The 8 Pillars of Trust- Defined

  • ClarityPeople trust the clear and mistrust or distrust the ambiguous. Be clear about your mission, purpose, expectations, and daily activities. When we are clear about priorities on a daily basis, we become productive and effective.
  • CompassionPeople put faith in those who care beyond themselves.  People are often skeptical about whether someone really has their best interests in mind. “Do unto others as you would have them do unto you” is not just an old saying. It is a bottom-line truth. Follow it, and you will build trust.
  • CharacterPeople notice those who do what is right ahead of what is easy. Leaders who have built this pillar consistently do what needs to be done when it needs to be done, whether they feel like doing it or not. It is the work of life to do what is right rather than what is easy.
  • ContributionFew things build trust quicker than actual results. At the end of the day, people need to see outcomes. You can have compassion and character, but without the results you promised, people won’t trust you. Be a contributor who delivers real results.
  • CompetencyPeople have confidence in those who stay fresh, relevant, and capable. The humble and teachable person keeps learning new ways of doing things and stays current on ideas and trends. Make a habit of reading, learning, and listening to fresh information.
  • ConnectionPeople want to follow, buy from, and be around friendsand having friends is all about building connections. Trust is all about relationships, and relationships are best built by establishing genuine connection. Develop the trait of gratitude, and you will be a magnet.
  • CommitmentPeople believe in those who stand through adversity. People trusted General Patton, Martin Luther King, Jr., Mohandas Gandhi, Jesus, and George Washington because they saw commitment and sacrifice for the greater good. Commitment builds trust.
  • ConsistencyIt’s the little things—done consistently—that make the biggest difference. If I am overweight, it is because I have eaten too many calories over time, not because I ate too much yesterday. It is the same in business. The little things done consistently make for a higher level of trust and better results.

According to the Trust OutlookTM, the number one reason people want to work for an organization was trust. Ahead of being paid more, ahead of more autonomy, ahead of a more fun work environment, they want to trust their leadership. When the 8-pillars are used together, they make up the great advantage called The Trust Edge.

Trust is the most important leading indicator. When trust increases or decreases, the lagging indicator follows. If a leader is untrusted, both employee and customer satisfaction decrease. If a brand is trusted, revenue will increase, and employee retention will become greater. It affects all aspects of business. In both situations, trust is the first thing that changes.

 

 

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Building trust by Asking How

Building trust by Asking How

Working with one of the biggest healthcare organizations in North America, we’re with the, you know, it’s the top leaders. They’re losing HCAP funding, they’re losing patients and they said “Dave, we actually need to do something differently so we’re, you know, it’s the people with letters behind their name. They got CEO and MD and ADD, they got it all. And so we’re sitting there and the top leader says “clarity, “this is the pillar we need to work on “if we’re gonna build trust.” I said great.

He stands up in front of everybody and said “clarity. “That’s what we’re gonna work on.” I said “okay, how are you gonna do it?” He sat down and talked to his team. When he was ready, he stood up in front of everybody. “We’re gonna communicate more.” Great, I said “how are you gonna do it?” He sat down. He talked to his team.

When he was ready, he stood up in front of everybody and said “okay, we’re gonna “hold each other accountable.” I know what that means, not gonna do anything and gonna blame everybody else. I said “okay, how?” And they asked how seven times that day until they came up with something they were going to start to do differently today or tomorrow and eight years later, they point back to that moment changing the trajectory of their organization.

Why You MUST Do The Little Things Consistently

It’s Little things done consistently make the biggest difference, not the big things. If I’m overweight it’s because I’ve had too many mocha lattes over years, not ’cause they ate too much this morning for breakfast. If I’m a good husband, I’ve loved and honored my wife over years, not ’cause I gave her that one beautiful ring or package one time, not that that wouldn’t help.

If I’m a good leader, I’m doing the little things, little things consistently. If you’re a manager here and you’re not sharing these values every 14 days, nobody knows them so they’re not making decisions by ’em, so you don’t have consistency across the inside organization.

People say, oh, we got clarity. We got these three H’s. We got these five initiatives, we got these things. If you’re not talking about ’em, you just talk about ’em at the annual meeting, you lose.

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How to Get Referred More

How to get referred more:

So how do you get referred more? This is more common in business, but I’m gonna shout it out here, and I left it in for this one today because in business, there’s a big, big push to use Net Promoter Score, NPS, which asks the questions, basically you ask your client, will you recommend us? And I’ve been arguing for years, it’s not a referral question. It’s a trust issue. When trust goes up, we refer people.

We try to deal with the wrong issue. This is what I’ve been arguing with Best Places To Work, finally threw out engagement and put in trust as the number one metric for a best place to work because it’s not an engagement issue. You don’t have trust, you don’t get engagement.

 

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How to Build Trust in Adversity

How should you build trust in adversity? Watch the video below to see David’s insight on the best way to build trust in adversity.

We learn when we trust people that stay committed even in the face of adversity. You think of anybody that’s left a great and lasting legacy in your life personally, or in history. Mandela, Martin Luther King, Gandhi, Jesus or Joan of Arc, and you’ll find somebody who was committed to a cause beyond themselves and they were trusted because of that commitment.

 

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How to build trust FAST

When is your greatest opportunity to build trust the fastest? Right away’s a really great opportunity, it’s number two. When was George W. Bush the most trusted in America? The week after 9/11. Crisis. Things are going to heck?

You got a board meeting, people are throwing chairs, they’re mad, parents are shouting and screaming. You got an incredible opportunity to build trust fast. How you respond as a board right then is your great opportunity.

 

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How to build a strong reputation

How to build a strong reputation

The only way to build a strong reputation is sameness, consistency, for good or bad. Like I said, late all the time, trust you to be late. Sameness matters. Some of you new come in cardinal. Others have come in recently. You’ve got to help us. You have to help us have the same feel. You’ve got to understand these three H values.

You need to understand our five push forward initiatives right now because we have got to have consistency because we all lose if we don’t have consistency in some way. In companies, we call it a brand, that’s consistency. In people, we call it a reputation. You have a weak reputation if you’re late sometimes and on-time sometimes.

You have a weak brand if I interface with this group over here, the app development group, and they were really great and then I interfaced with the channel group, supply and chain, whatever, and then they were this way. You’ve got to help us have consistency if we want to have strength and growth over the next decade. Consistency matters.

 

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Give Commitment, Get Commitment

When you give commitment, you will receive it. It is a direct relationship. They work together. You must do the work to see results. Here is David speaking on this topic.

One time had a vice president of sales right before his meeting come up to me and say, “Dave, I’ve read your book “and I love the chapter on commitment. “I think that is so important for our company, “can you just tell my team to be committed to me?”

No, you have to be committed to them first, commitment breeds commitment. Sometimes people ask me, “How do you rebuild trust? “How do you rebuild it?” We’ve all made mistakes. Let me tell you what’s not, it’s not the apology.

If a president, a CEO from a company in the Netherlands came up to me, said, we were talking, we knew each other for, been over here about a month. I said, “What do you notice different in America?” He said, “You wanna know the truth David?” I said, “Yeah.” He said, “In America, you’ve got a bunch “of lying apologizers. “They all say they’re sorry and they don’t mean it. “‘I’m sorry I’m late.’ “No you’re not, you’re late every time. “‘Sorry I didn’t get that done.’ “No you never get that done.”

Doesn’t mean you don’t need to start with a sincere apology, but whether you’re a big business or an individual, the only way to rebuild trust is to make and keep a commitment, that starts with personal commitments.

 

 

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Why Consistency?

Consistency. is why we trust McDonald’s. Even if we don’t like them. I’ve had the same exact burger on six continents. This pillar is why we cannot stand moody people, right?

What are you gonna be like today? Happy, sad, mad, stressing me out! I would rather have an angry curmudgeon every single day than a moody person. Wouldn’t you? I can manage that consistency. I can’t manage this. Sameness, in our office we say it’s the little things done consistently that make the biggest difference and that’s true of your store every single day. Little things done consistently.

If I’m overweight it’s ’cause I’ve had too many lattes over years, not ’cause I ate too much this morning for breakfast. If I’m a good husband it’s ’cause I’ve loved and honored my wife over years, not ’cause I gave her a diamond ring and dozen roses one time, not that that wouldn’t help.

If I’m a good leader I’m consistently sharing the vision, consistently appreciating my team, consistently building this store in the freshest possible way, because consistency is trusted. You’re trusted for whatever you do consistently. The only way to build a reputation is consistency, the only way to build a brand is consistency.

When I walk into that store and that greeter is great, and then I talk to the next person, they don’t know where anything is, and then I talk to the next one and it’s clean over here, and then the magazine is terrible, and then there’s, if you have up and down you have no brand. Consistency is trusted. They wanna have the same experience every single time.

Thinking Beyond Yourself

Here is David’s take on thinking beyond yourself and how he has made realizations of this important thing over the years.

Last weekend, our whole extended family got together for my parents’ 60th wedding anniversary. And it is just a delight to see mom and dad still healthy and loving each other. My dad turns 90 this year. Before the big celebration, all these things, I took a little gator ride through the fields. He still lives on the farm, a 1500 acre farm, maybe now it’s only 1200 acres or so, where I grew up, and was showing me the crops and showing me what he’s doing.

I went to this one area and he said, “Yeah, I planted 275 trees this year.” Every year he plants trees. On average he plants over 1000 trees a year. I can remember growing up, even planting 2500 trees, getting a tree planter and we’d plant trees all over our farm.

But I thought about this because he was showing me some of the trees he planted this year. And they’re beautiful, and they’re expensive, and it isn’t just like taking and planting 1000 Norway pine or spruce trees, it was flowering trees, and it was fruit trees.

I said, “Dad, why’d you do that? “You’re not even gonna see this tree grow up.” I might not have said it just like that, but we both knew he’s not gonna see the fruit of these trees. And his line was,

“Because I know somebody will enjoy it.”

He was thinking ahead so much about others, and when I think about, there are many secrets, I think, to their marriage and to their success in business, having a farm, and even in family, I sure benefited by his example, but especially both of their example to serve others and to think of others first. This idea that, I don’t know, but somebody is gonna enjoy this, and I’m doing it not for me, but for them.

 

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