?? Trust: The Invisible Force Behind High-Performing Cultures

It’s not always a day of celebration when the Edelman Trust Barometer is released.

No surprises why!

This global study, now in its 25th year, surveys 33,000 people across 28 countries to assess trust in business, government, media, and the economy. And while some of the findings make for tough reading, they also reveal a clear path forward:

?? To dissipate grievance and increase optimism, organizations must prioritize and rebuild trust—both internally and within their local communities.

But what does trust really feel like inside an organization?

As culture experts (and musicians!), we think about trust not just as a concept, but as an experience. When it’s missing, you feel it. When it’s strong, you see it. And when it’s broken, you hear it—in hushed conversations, guarded tones, and disengaged teams.

The business case for trust

Trust isn’t just a “nice to have.” It’s a strategic advantage. According to Deloitte:

? Trusted companies outperform competitors by up to 400%

? Customers who trust a brand are 88% more likely to buy again

? Employees who trust leadership are 79% more engaged and less likely to leave

It’s clear: Trust is everything. But how do you build it—and just as importantly, how do you protect it?

Engineering trust: What do the world’s best teams do?

Entrepreneur and author Keith Ferrazzi (Never Eat Alone) believes trust isn’t something that happens organically—it must be engineered through consistent practices.

In a 2024 interview with Forbes magazine he described three key behaviors that transform teams:

• Serve each other—Make mutual success a priority
• Share vulnerably—Build empathy through openness
• Choose to care—Demonstrate commitment to quality beyond tasks and targets

It’s a simple framework, but one he argues high-performing teams live by.

The cost of low-trust Leadership

Author and international leadership speaker Simon Sinek (Start with Why) learned a profound lesson while working with the Navy SEALs:

?? SEALs view a high performer with low trust as a toxic leader or team member. A medium performer (or low performer!) with a high trust record gets their vote every time.

He sums up, “The problem in business is that we have a million and one metrics to measure someone’s performance and negligible to no metrics to measure someone’s trustworthiness.”

Where trust breaks—and how to fix it

In our decades of working with teams worldwide, we’ve seen trust falter for many reasons:

?? Unclear expectations

?? Leaders who don’t “walk the talk”

?? Lack of psychological safety

?? Silence on tough issues

But here’s the good news: Trust is fixable.

When organizations make it a priority—when HR leaders, L&D heads, CEOs, and Engagement or Experience teams invest in trust-building—it’s transformational. Teams become more connected. Cultures evolve. And yes, the bottom line benefits too.

A challenge for you

One last thought on trust: Don’t trust your assumptions. Test them.

For instance, if you think your “introverts” won’t engage in a program like the Song Slam, we have hundreds of proof points that say otherwise. (Spoiler: The quiet ones often surprise you the most.)

So, if trust is on your agenda this year, let’s talk. The impact could be greater than you think.

Trust us. ??

#Leadership #Culture #Trust #HR #EmployeeExperience

Who are you? You lead or advise on company culture, employee engagement, and retention. Your organization already invests in building a positive workplace, and now you’re seeking fresh ways to energize and unite your teams. Your leadership knows that without innovation, your competitive edge is at risk. So, you’re determined to create the conditions that spark creativity, drive innovation, build psychological safety, and foster belonging.

Who are we? SongDivision, the culture experts. We use the proven power of making music together to bond teams and amplify your culture. For thousands of years humans have used music to tell stories, entertain, and educate. Why? Because it works.