The Speed of Trust

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The Speed of Trust:

The Speed of Trust Based on the book by Stephen MR Covey

Introduction :

Introduction Trust means confidence. When we trust people, we have confidence in them – in their integrity and in their abilities. When we distrust people, we are suspicious of them. The difference between high and low-trust relationships is palpable! In a high-trust relationship, we can say the wrong thing, and people will still understand us. In a low-trust relationship, despite precise communication, people will still misinterpret us.

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Relationships of all kinds are built on and sustained by trust. They can also be broken and destroyed by lack of trust. Trust in others depends on how much we trust ourselves. If we can’t trust ourselves, we’ll have a hard time trusting others. This personal incongruence is often the source of our suspicions about others .

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We judge ourselves by our intentions and others by their behavior. This is why, one of the fastest ways to restore trust is to make and keep commitments to ourselves and to others. Trust affects two outcomes – speed and cost. When trust goes down, speed will also go down and costs will go up. When trust goes up, speed will also go up and costs will go down.

The two dimensions of trust:

The two dimensions of trust Trust has two dimensions – character and competence. Character is a constant. It’s necessary for trust under any circumstances. Competence is situational. It depends on what the circumstances require.

The five waves of trust :

The five waves of trust The first wave, Self Trust , deals with the confidence we have in ourselves – in our ability to set and achieve goals, to keep commitments, to walk our talk – and also with our ability to inspire trust in others. We try to become a person who is worthy of trust. The second wave, Relationship Trust , is about how to establish and increase trust vis-a-vis others. The key principle underlying this wave is consistent behavior. The third wave, Organizational Trust , deals with how leaders can generate trust in different organizations.

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The fourth wave, Market Trust , reflects the trust customers, investors, and others in the marketplace have in the company. The underlying principle behind this wave is reputation. The fifth wave, Societal Trust , is about creating value for others and for society at large. The principle underlying this wave is contribution. By contributing or “giving back,” we counteract the suspicion, cynicism, and low-trust that exist within our society. We also inspire others to create value and contribute.


Self-Trust Core 1 – Integrity Core 2 – Intent Core 3 – Capabilities Core 4 - Results

Self-Trust :

Self-Trust The first wave of trust – self trust – is all about credibility. It’s about developing the integrity, intent, capabilities, and results that make us believable, both to ourselves and to others. And it all boils down to two simple questions: Do I trust myself? Am I someone others can trust? Credibility has four building blocks, integrity, intent, capabilities and results.

Core 1 – Integrity :

Core 1 – Integrity Integrity means honesty, telling the truth, and in the process, leaving the right impression. Congruence. A person has integrity when there is no gap between intent and behavior… when he or she is the same – inside and out. Humility. A humble person is more concerned about what is right than about being right, about acting on good ideas than having the ideas, about embracing new truth than defending outdated positions, about recognizing contribution than being recognized for making it. Courage. We must have the courage to do the right thing even when it is difficult. Openness inspires credibility and trust. A closed mindset fosters suspicion and mistrust.

Core 2 – Intent :

Core 2 – Intent Intent grows out of character. People often distrust us because of the conclusions they draw about what we do. It is important for us to actively influence the conclusions others draw by “declaring our intent.” Intent has three dimensions - motive, agenda, and behavior. Motive is the reason for doing something. When the motive is laudable, trust increases. The motive that inspires the greatest trust is genuine caring . Agenda grows out of motive. The agenda that generally inspires the greatest trust is genuinely wanting what is best for everyone involved. Behavior is the manifestation of motive and agenda. The behavior that best creates credibility and inspires trust is acting in the best interest of others .

Core 3 – Capabilities:

Core 3 – Capabilities Our capabilities inspire the trust of others, particularly when they are specifically those needed for the task at hand. Our capabilities also give us the self-confidence that we can do what needs to be done. Capabilities include talent, attitude, skills, knowledge and style. Talents: Talents are our natural gifts and strengths. Attitudes : Attitudes represent our paradigms – our ways of seeing, as well as our ways of being towards work, life, learning, our abilities and opportunities to contribute. Skills: Skills are our proficiencies, the things we can do well. Knowledge: Knowledge represents our learning, insight, understanding, and awareness. Style: Style represents our unique approach and personality.

Core 4 - Results :

Core 4 - Results In considering results, we always need to ask two critical questions. What results are we getting and how are we getting those results? To increase trust, we must effectively communicate results so that people become aware of them.

Relationship Trust :

Relationship Trust In every relationship, what we do has far greater impact than anything we can say. Good words signal behavior, declare intent and can create enormous hope. And when those words are followed by appropriate behavior, they increase trust, sometimes dramatically. Covey lists 13 behaviours that can go a long way in building an environment of trust. The first five flow initially from character, the second five from competence and the last three flow from both.

The 13 behaviors:

The 13 behaviors Behavior # 1 : Talk Straight Behavior # 2 : Demonstrate Respect Behavior #3 : Create Transparency Behavior # 4 : Right Wrongs Behavior # 5 : Show Loyalty Behavior # 6 : Deliver Results Behavior #7 : Get Better

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Behavior # 8 : Confront Reality Behavior # 9 : Clarify Expectations Behavior # 10 : Practice Accountability Behavior # 11 : Listen First Behavior # 12 : Keep Commitments Behavior # 13 : Extend Trust

Behavior # 1: Talk Straight :

Behavior # 1: Talk Straight Talking straight can go a long way in inspiring trust. The opposite behaviour is to lie or to deceive. The counterfeit behaviors are beating around the bush, withholding information, double-talk, flattery, “technically” telling the truth but leaving a false impression and so on.

Behavior # 2: Demonstrate Respect :

Behavior # 2: Demonstrate Respect We must show respect, fairness, kindness, love, and civility to individuals. The opposite behaviour is showing disrespect, or not showing people we care. The counterfeit of Demonstrate Respect is to fake respect or concern, or to show respect and concern for some (those who can do something for you), but not for all (those who can’t).

Behavior #3: Create Transparency :

Behavior #3: Create Transparency This is about being open, real and genuine and telling the truth in a way people can verify. It’s based on the principles of honesty, openness, integrity, and authenticity. The opposite of this behaviour is to hide, cover or obscure. It includes hidden agendas, hidden meanings, hidden objectives. The counterfeit of behaviour is illusion. It’s pretending, “seeming” rather than “being,” making things appear different than they really are.

Behavior # 4: Right Wrongs :

Behavior # 4: Right Wrongs This is more than simply apologizing. It’s making up and doing what we can to correct the mistake. This behavior is based on the principles of humility, integrity, and restitution. Its opposite is to deny or justify wrongs, to rationalize wrongful behavior, or to fail to admit mistakes until we are forced to do so. It involves ego and pride. It’s being humbled by circumstances instead of by conscience. The counterfeit behavior is to cover up, trying to hide a mistake, as opposed to repairing it.

Behavior # 5: Show Loyalty :

Behavior # 5: Show Loyalty This is based on the principles of integrity, loyalty, gratitude and recognition. We must give credit to others, acknowledge them for their part in bringing about results. The opposite of giving credit is taking credit. The counterfeit of giving credit is appearing to give credit to someone when they’re with us, but downplaying their contribution and taking all the credit when they’re not there. The second dimension of Show Loyalty is to speak about others as if they are present. The counterfeit of this behavior, is indulging in sweet-talk in front of people and bad-mouthing them behind their backs

Behavior # 6: Deliver Results:

Behavior # 6: Deliver Results This behavior grows out of the principles of responsibility, accountability, and performance. The opposite behaviour is performing poorly or failing to deliver. The counterfeit is engaging in activities instead of delivering results. Results are always judged in relation to expectations. It is important in each situation to define the results that will build trust, and then deliver those results – consistently, on time, and within budget. We must make sure we thoroughly understand the expectation. If we really want to build trust, we have to know what “results” mean to the person to whom we are delivering. To over-promise and under deliver will lead to depletion of trust. With customers or with coworkers, we must try to anticipate needs in advance and deliver before the requests even come.

Behavior #7: Get Better :

Behavior #7: Get Better This behaviour is based on the principles of continuous improvement, learning, and change. When people see us as a learning, growing, renewing person, they develop confidence in our ability to succeed in a rapidly changing environment, enabling us to build high-trust relationships and move really fast. This behaviour has two common counterfeits. The first is being the “eternal student,” the person who is always learning but never producing. The second is trying to force-fit everything into whatever we are good at doing. In seeking to get better, there are two strategies that are particularly helpful : seek feedback, and learn from mistakes. The next time we make a mistake, rather than agonizing over it, we must identify the learning from it and ways we can improve our approach to get different results next time. We must also encourage others to take appropriate risks and to learn from failure.

Behavior # 8: Confront Reality :

Behavior # 8: Confront Reality This behaviour is about taking the tough issues head-on- sharing the bad news as well as the good. Confronting reality implies demonstrating courage, responsibility, awareness, and respect. The opposite of this behaviour is to ignore it, to act as though it doesn’t exist. The counterfeit is to act as though we are confronting reality when we are actually evading it, i.e., skirting the real issues. When we openly confront reality, we facilitate open interaction and fast achievement. Instead of having to wrestle with all the hard issues on our own while trying to paint a rosy picture for everyone else, we actually engage the creativity, capability and synergy of others in solving those issues. Ideas flow freely. Innovation and collaboration take place. Solutions come much faster and better, and are implemented with the understanding, buy-in, and often the excitement of others involved in the problem-solving process.

Behavior # 9: Clarify Expectations:

Behavior # 9: Clarify Expectations Clarify Expectations is based on the principles of clarity, responsibility, and accountability. The opposite of this behaviour is to leave expectations undefined – to assume they’re already known or to fail to disclose them so there is no shared vision of the desired outcomes. When results are delivered but not valued, everyone is disappointed and trust declines. The counterfeit behaviour is to pretend to be clarifying expectations, but not doing enough to pin down the specifics that facilitate meaningful accountability. Or it’s going with situational expectations that shift based on people’s memories or interpretations, or what is convenient at the time. In every interaction there are expectations. And the degree to which these expectations are met or violated, affects trust. In fact, unclarified expectations are often the cause of broken trust.

Behavior # 10: Practice Accountability :

Behavior # 10: Practice Accountability There are two key dimensions to this. The first is to hold ourselves accountable; the second is to hold others accountable. Trust results when people know that everyone will be held to certain standards. When leaders don't hold people accountable, it creates a sense of disappointment, inequity, and insecurity. When things go wrong and we find ourselves blaming or accusing others, we must draw back and ask, how we can stop this. At work, we must practice accountability by holding our direct reports accountable for their actions. We must clarify our expectations first so that everyone knows what they’re accountable for and by when. We must look for ways to create an environment of accountability in our home.

Behavior # 11: Listen First :

Behavior # 11: Listen First It’s vital to listen, to understand first. Otherwise we may be acting on assumptions that are totally incorrect – acting in ways that turn out to be embarrassing and counterproductive. The principles behind this behaviour include understanding, respect and mutual benefit. The opposite is to speak first and listen last – or not to listen at all. It’s going ahead with our agenda without considering whether others may have perspectives that could influence what we have to say. The counterfeit is pretend to be listening, while thinking about our reply and just waiting for our turn to speak. Or it’s listening without understanding. Listening is not just hearing what is said. Research shows that face-to-face communication regarding attitudes and feelings is 7 percent what people say, 38 percent how they say it, and 55 percent body language. So Listen First means to listen not only with ears, but also with the eyes and the heart. Listen First also means to listen to ourselves, to our gut feelings, our own inner voice, before we decide and act.

Behavior # 12: Keep Commitments :

Behavior # 12: Keep Commitments This is the quickest way to build trust in any relationship. To break commitments or violate promises is the quickest way to destroy trust. The counterfeit of this behavior is to make commitments that are so vague or elusive that nobody can pin us down. Alternatively, we are so afraid of breaking commitments that we don’t even make any in the first place. Keeping commitments is based on the principles of integrity, performance, courage, and humility. It’s the perfect balance of character and competence. Particularly, it involves integrity (character) and the ability to do what we say we are going to do (competence).

Behavior # 13: Extend Trust :

Behavior # 13: Extend Trust This behaviour is based on the principles of empowerment, reciprocity, and a fundamental belief that most people are capable of being trusted, want to be trusted, and will do well when trust is extended to them. The opposite of this behaviour is to withhold trust. The counterfeit of Extend Trust takes two forms. The first is extending “false trust,” i.e., giving people the responsibility, but not the authority or resources, to get a task done. The second is extending “fake trust” – acting like we trust someone when we really don’t.

Organizational Trust:

Organizational Trust In Low trust organizations People manipulate or distort facts. People withhold and hoard information. Getting the credit is very important. People spin the truth to their advantage. New ideas are resisted and stifled. Mistakes are covered up or covered over. There are numerous “meetings after the meetings”. There are many “undiscussables”. People tend to over-promise and under-deliver. There is low energy level.


In High trust organizations People are candid and authentic. Information is shared openly. People are willing to share credit. Transparency is a practiced value. New ideas are welcome. Mistakes are tolerated and encouraged as a way of learning. There are few “meetings after the meetings”. People talk straight and confront real issues. There is a high degree of accountability. There is high energy level. Organizational Trust (Contd)

Market trust :

Market trust Market trust is all about brand or reputation. It is trust that makes us want to buy a company’s products or services. Corporate brands are important not only to companies but also to other organizational entities, including governments, charities, hospitals and cities. Brands are judged, based on people’s perceptions. When brands are perceived to be trustworthy, they generate a strong competitive advantage for the company.

Societal trust :

Societal trust Trust is an integral part of the fabric of our society. It’s hard to imagine a world without trust. Heavy costs are incurred by a closed, low-trust society. On the other hand, several benefits are reaped by a high-trust society. These include shared knowledge, medical breakthroughs, technological advances, economic partnerships, and cultural exchanges. In a high-trust society, there’s more for everyone. There are more options and opportunities. People interact with less friction, resulting in greater speed and lower cost.


Conclusion Trust is essential to prosperity, joy, happiness and professional success. We can, if we try, establish, grow, extend and restore trust. Our behaviour can inspire trust. By increasing trust, we can speed up things and cut transaction costs. The speed of trust should not be underestimated.

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