The Importance of Trust

In both business and life, trust is the foundation of meaningful relationships. Recent events, especially in the political sphere, have highlighted a critical distinction: telling the truth and being trustworthy are not the same thing. While a statement may be factually accurate, the intent behind it can be misleading, which is where trust often breaks down.

This manipulation of truth is something we constantly see. Politicians, for example, might carefully choose their words to convey a fact, but mask the actual intention behind it. When their actions later contradict the implied promises, trust erodes. It’s no wonder that only 12% of the public trust politicians—while their words may withstand scrutiny, their actions betray their true intent. Only today, a politician appeared on TV speaking about keeping promises that now feel hollow.

Take a recent statement from Number 10, where we were told the Prime Minister hadn’t spoken to Taylor Swift about her security arrangements. This statement is likely true, but given recent behaviours, we suspect there’s more to the story.

Did someone from her team speak to him instead? We’ll never know for sure, but the damage is done. Even an accurate statement loses credibility when people are conditioned to question the intent behind it. With Taylor Swift, it’s reasonable to assume she needs protection, but the atmosphere of distrust clouds the situation.

How Does This Relate to Business? The same principles apply in business. When people engage with your company, they aren’t expecting perfection, but they expect honesty and reliability. Trust is built when your actions consistently match your words. If you deliver on your promises and ensure that outcomes align with the expectations you’ve set, people will keep coming back. Transparency about your intentions is key—while the truth matters, belief in your integrity fosters long-term loyalty.

I recently made a video about how great places to work are also great places to work with. This stems from my belief that integrity starts at the top. A willingness to endure short-term pain for long-term relationships sets the foundation for trust.

For those new to sales or technical sales, don’t believe the stereotypes you see in movies. The best sellers are those who build trust through their actions. A customer you meet today is one you will probably meet again in the future.

Make no mistake, we want to win—we’re competitive. I hate losing. But I also believe that if you play the game with integrity and honesty, the customer will come back, especially if others behave differently. One of the SEs in my team used to say, "Eventually, everyone buys." He wasn’t being arrogant; he simply saw the long term. He understood the value of what he was selling, believed it was the right solution for the customer, and he was often proven right.