Off Balance – Four Factors of Trust

Found in Series: Off Balance

Since the beginning of COVID three years ago, there has been much upheaval and change in our lives and businesses. This has led many of us to feel off balance. In today’s CityLead session, we’re talking about trust—its importance in our businesses and organizations, how to earn it, and the harm that not having it can bring. 

Four Factors of Trust

As Amelia Dunlop and Ashley Reichheld argue in their book, The Four Factors of Trust: How Organizations Can Earn Lifelong Loyalty, there are four aspects that go into building trust: People, Capability, Transparency, and Reliability

1. People—Character

To build trust, we must be people of character, recognizing “it’s not about us,” it’s about what we can do for others. 

2. Capability—Competence

If what you are offering is of poor quality, or if you don’t do the job you were hired to do, no one will trust you in the future. But if you demonstrate that you are competent in your job, you will have people knocking on your door constantly. 

3. Transparency—Credibility

Transparency means openly sharing information, motives, and choices in plain language. People want to know what you do, why you do it, and how you do it. By being transparent and authentic, you can build the credibility you need to maintain customer support.

4. Reliability—Confidence

When you consistently deliver on your commitments time after time, you build others’ faith in the process. It’s important to remember that trust is a journey that can be derailed anytime you don’t follow through on your promises. 

If we want to make our cities better places to live, work, worship, and raise a family, we must first look at ourselves and understand what it means to be people of character, who care for others, and who others can trust in. If you would like to learn more about CityLead or host your own CityLead gathering, contact for more information.

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