How to Build a Trusted Company

Most recognize the high cost of a low trust company and are aware of why trustworthiness is a strategic priority and a competitive weapon. Forbes ran an article entitled, "A High-Trust Sales Organization Starts from the Top" by Randy Illig. Illig states, "Trust isn't a nice-to-have cultural virtue. It isn't something you either have or you don't. It's a critical economic lever arguably the most important one leaders have, particularly in a salesforce." (Forbes, Oct. 23, 2018)

Trust is more than a conscious awareness that can be controlled. It isn't a toggle switch you turn on or off. If anything, it's more like a dimmer switch with highs and lows of varying degrees. It is something judged unconsciously in a split second without conscious awareness. Amy Cuddy, a psychologist at the Harvard Business School, studied first impressions for more than a decade. She writes in her book "Presence", that trust is the first snap judgment made when you first meet a person. It isn't the only factor, but the most important one. The other factory is a measure of strength. However, Cuddy found strength has limits. She said; "A warm, trustworthy person who is also strong elicits admiration, but only after you've achieved trust does your strength become a gift rather than a threat."

"Trust is like the air we breathe. When it's present, nobody really notices. But when it's absent, everybody notices." ——Warren Buffett

Trust is the single most important factor in everything and it all begins in the brain. Paul Zak, a neuroscientist, conducted research for over a decade by collecting blood samples. He found a direct link between oxytocin levels and our ability to trust. Oxytocin, the caring hormone, calms the fear of trusting. However, there is a neurochemical change in what he calls, "the lead-singer syndrome" when one becomes the boss. In both men and women, testosterone levels surge. He said; "Testosterone inhibits the brains synthesis of oxytocin." Zak also found cortisol, a stress hormone, plays a role in trust because it messes with our ability to produce both oxytocin and testosterone. (Trust Factor, The Science of Creating High Performance Companies, Paul J. Zak, 2017).

"Any intelligent fool can make things bigger and more complex…It takes a touch of genius and a lot of courage to move in the opposite direction."——E.F. Schumacher

It doesn't have to be complicated. One simple way to create high-trust and change chemistry is by having a culture where it is safe to ask questions. We are conditioned to ask questions, it's how we learn and form lasting memories. However, some create environments where asking questions isn't safe. Serotonin, a neurotransmitter, may play a role when a question is asked because it acts as a natural stabilizer. By helping the brain relax, serotonin enables us to find answers and develop new solutions. Our instinct of helping contributes to a feedback loop, whereby, answering questions provides a reward mechanism and a dose of dopamine as a motivator, to keep searching for answers. On the other hand, a negative component triggers a fear response that we might give a wrong answer. How a leader responds to questions can tell you a lot about the trust factor. You may have seen it play out in negative ways with defensive or deflective responses, effectively signalling dis ease with the question or discomfort in answering. It triggers suspicion. This can, unintentionally, set the tone that asking questions is not okay. It can create distrust in those conditioned to ask questions and lack of growth for those needing answers. It weakens the whole organization over time.

Every organization is a selling organization and high-trust begins within. It ripples out from the leader, to the team and then to client relationships. It can turn on a dime. Questions are more important than answers because answers can change. Encouraging questions is a great way to build trust. Learning, caring environments are stronger, healthier and more creative. It has everything to do with chemistry.

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Executive Coach Professionals

In case you are wondering what I do: I help individuals, CEO's, business owners, team leaders and managers of staff unlock potential in order to deliver a significant increase in results and performance. Not by answering questions, but by skillfully designing questions that help you find answers and create new solutions. By helping leaders, I can help the whole team. Get in touch if you are interested in seeing how I can help you achieve the results you need in your business.——Lurinda Rinehart, CEC